You can control how long unknown users stay in your project by setting a retention period. After this time, unknown users are deleted. If you want to keep certain unknown users, you can exclude them from the retention period based on specific criteria. You can only set one retention period for a project.
For example, a gaming company might keep users who finished a journey showing high intent to subscribe or who recently completed a full game. They might remove users who reached expert status but haven't done so again in 30 days, since these users are less likely to return.
To set a retention period that accomplishes this:
On the Unknown User Criteria page, click the three dots and select Retention period.
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In the Retention Period window, select Enable retention... and choose the number of days you want to retain unknown users (14 days is the default). For this example, the company would set the retention period to 30 days.
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To remove the users described above (while keeping those who are high intent or recently completed a game), the company would select the lists of users to exclude from the retention period.
# Next steps
See Unknown User Profile Creation for information about generating profile creation criteria.