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Michael_Soprano
Michael_Soprano
Level 10
May 18, 2025
Solved

Visitor profile lifetime - Target license cost

  • May 18, 2025
  • 2 replies
  • 594 views

If I prolong my visitor profile lifetime from 14 to 90 days how it may affect my license costs? What to be cautious about?

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Best answer by pradnya_balvir

Hi @michael_soprano ,

 

Extending the visitor profile lifetime in Adobe Target from 14 days to 90 days typically does not increase your license costs directly, as Adobe currently does not charge extra for extending this duration. However, there are indirect considerations that could impact your overall usage, performance, and possibly your license tier in the future.

 

What to Be Cautious About

Area

Risk

Mitigation

License Usage Caps

May unintentionally increase data/traffic usage if your plan includes hard caps on profile storage or activity.

Monitor usage in Adobe Admin Console or Analytics integrations.

Data Governance/Privacy

Longer retention may conflict with internal or regional privacy policies (e.g. GDPR, CCPA).

Ensure legal/IT signs off on profile extension.

Data Freshness

Old profile data may lead to irrelevant personalization if users return after a long time and behaviors have changed.

Consider segment decay logic or rules to reset old traits.

Implementation Complexity

May need changes in how your site manages visitor identification (e.g., ECID persistence) to benefit from longer profile lifetimes.

Confirm identity stitching is correctly implemented.

2 replies

VikasOhlan
Adobe Employee
VikasOhlanAdobe Employee
Adobe Employee
May 19, 2025

Hi @michael_soprano ,


Changing profile lifetime from 14 to 90 days in Adobe Target does not, in itself, raise your license costs. It only affects personalization depth, consistency, and targeting behavior — not billing. One thing you need to be cautious about is your organizations Data Privacy and Retention Policies - given there might be some compliance violations if personal data is retained longer than disclosed or allowed.

Regards,
Vikas Ohlan
LinkedIn Profile 

    pradnya_balvir
    Community Advisor
    pradnya_balvirCommunity AdvisorAccepted solution
    Community Advisor
    May 19, 2025

    Hi @michael_soprano ,

     

    Extending the visitor profile lifetime in Adobe Target from 14 days to 90 days typically does not increase your license costs directly, as Adobe currently does not charge extra for extending this duration. However, there are indirect considerations that could impact your overall usage, performance, and possibly your license tier in the future.

     

    What to Be Cautious About

    Area

    Risk

    Mitigation

    License Usage Caps

    May unintentionally increase data/traffic usage if your plan includes hard caps on profile storage or activity.

    Monitor usage in Adobe Admin Console or Analytics integrations.

    Data Governance/Privacy

    Longer retention may conflict with internal or regional privacy policies (e.g. GDPR, CCPA).

    Ensure legal/IT signs off on profile extension.

    Data Freshness

    Old profile data may lead to irrelevant personalization if users return after a long time and behaviors have changed.

    Consider segment decay logic or rules to reset old traits.

    Implementation Complexity

    May need changes in how your site manages visitor identification (e.g., ECID persistence) to benefit from longer profile lifetimes.

    Confirm identity stitching is correctly implemented.
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