Visitor profile lifetime - Target license cost

[Michael_Soprano]

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

[VikasOhlan]

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 · Accepted solution]

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.