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user48
Level 2
Sep 16, 2025 3:41 PM UTC
Solved

What is the difference between a CCPA request and the record deletion feature under Advanced Data Lifecycle?

My understanding is that the record deletion feature is mainly for cleanup of anonymous/test data and CCPA (privacy service) is for deleting opt out of sale, or user's personal data, but do both options functionally achieve the same result?

Here’s my scenario:

  • I accidentally deleted a test record using a CCPA request.

  • The record was a merged profile with 3 identities: SSID (primary key), ECID, and phone.

  • After the CCPA deletion (based on phone), the record no longer had the phone number as an identifier. At the profile level, I only saw SSID and ECID. This is what I was expecting.

  • Later, I ingested a new phone number against the SSID (primary key).

Expectation: The phone number should again appear as an identifier at the profile level.
Issue: The dataset has phone defined as an identifier, but the new phone number is not showing up as an identifier under the profile.

Could this behavior be related to the earlier CCPA deletion?

 

nnakirikanti, Tof_Jossic,NimashaJain

can you please help me with this doubt?

 

arpan-garg
arpan-gargAccepted solution
Community Advisor
Sep 17, 2025 7:11 AM UTC

Hi @user48  - This is the expected behavior because once you submitted ccpa request using phone number it means that profile will not be associated with any phone number in the future. You can also see this on the document https://experienceleague.adobe.com/en/docs/experience-platform/identity/privacy

there is a line which says "The profile constructed from that identity graph still remains, but will not be updated as new data is ingested since the identity associations are now removed. "

 

Thanks,

Arpan

 

 

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4 replies

arpan-garg
Community Advisor
arpan-gargCommunity AdvisorAccepted solution
Community Advisor
Sep 17, 2025 7:11 AM UTC

Hi @user48  - This is the expected behavior because once you submitted ccpa request using phone number it means that profile will not be associated with any phone number in the future. You can also see this on the document https://experienceleague.adobe.com/en/docs/experience-platform/identity/privacy

there is a line which says "The profile constructed from that identity graph still remains, but will not be updated as new data is ingested since the identity associations are now removed. "

 

Thanks,

Arpan

 

 

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    user48Author
    Level 2
    Sep 24, 2025 9:59 AM UTC

    Hi Arpan,

    Thank you so much. This was really helpful.

    Regards,

    Saily Shah

    Translate
    user48Author
    Level 2
    Mar 25, 2026 8:17 AM UTC

    Hi ​@arpan-garg ,

    Reopening this thread to clarify expected behaviour around Privacy (CCPA) deletion and identity re-use.

    Scenario:

    1. A profile exists with multiple identities:
      • SSID (primary)
      • ECID
      • Phone (identity-enabled field)
    2. A CCPA delete request is triggered using phone number (e.g., 1234)
    3. Later, a new registration occurs with:
      • A new SSID
      • A new email
      • The same phone number (1234)

    Question:

    In this scenario, what is the expected behaviour in AEP?

    Specifically:

    1. Will the phone number (1234) be:
      • Re-ingested and added back as an identity?
      • Allowed to participate in identity stitching for the new profile?
    2. Or does Privacy Service prevent re-use/re-stitching of an identity value that was previously deleted?
    3. If suppression exists, is it:
      • Temporary or permanent?
      • Applied across all identity namespaces (email, phone, etc.)?
    4. From a best practice standpoint, how should re-registration scenarios be handled when a user signs up again using the same identifier after a privacy deletion?
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