Configure data retention policy settings in Hubspot

Managing data retention in Hubspot is essential for privacy compliance, storage optimization, and keeping your CRM database lean and accurate. This guide walks you through how to configure data retention policy settings, which records are affected, and what to consider before enabling automatic deletions.

All instructions in this article are based on the official Hubspot documentation for data retention policies.

What the Hubspot data retention policy does

A data retention policy in Hubspot lets you automatically delete certain user data after a defined period of time. This helps you align with internal governance rules, security standards, and regional privacy regulations.

When enabled, the policy controls how long specific categories of data are kept before Hubspot permanently removes them from your account.

Key benefits of using Hubspot data retention

Automates removal of stale or unnecessary data.
Reduces storage use and clutter in your CRM.
Supports compliance with privacy and security policies.
Ensures historical user data is not retained longer than needed.

Types of data affected in Hubspot

The Hubspot data retention policy targets user-related data. This mainly includes information tied to activity logs, user events, and other data points that can accumulate over time.

Before enabling any deletion rules, review which data types may be impacted in your specific portal. Not all content or CRM objects are covered by the same retention settings, so confirm how your account is configured.

Limitations of Hubspot data retention

Some system records may not be governed by the policy.
Deleted data is usually permanent and cannot be restored.
The policy might not apply retroactively to all historic items in some cases.

Always review the details in the official documentation at Hubspot data retention policy settings before you finalize changes.

How to access data retention settings in Hubspot

Only users with the right permission level can change data retention settings in Hubspot. Typically, you must be a super admin or hold a similar high-level role.

Step-by-step: open the Hubspot data retention policy page

Log in to your Hubspot account.
Click the settings icon in the main navigation.
In the left sidebar menu, locate the privacy or security area (naming can vary by product version).
Open the section dedicated to data retention or data governance.
Select the data retention policy settings option to view and configure the rules.

Once on this page, you can see available retention periods and which categories of data are affected.

Configure Hubspot data retention rules

After you locate the configuration page, you can set how long Hubspot should retain specific data. Each category may offer different timeframes.

Choose retention periods

Within the Hubspot data retention interface, you will typically see dropdowns, toggles, or numeric fields that let you define how many days, months, or years data should be kept.

Select the appropriate time period for each category.
Review tooltips or inline help text for an explanation of how each rule works.
Confirm that each value aligns with your organization’s legal and compliance requirements.

Preview the impact before saving

Before saving your Hubspot settings, carefully review the summary of changes. This may include:

Which datasets are subject to deletion.
How soon data will start to be removed.
Whether existing data will be affected on the next cleanup cycle.

It is a best practice to document the configuration and notify internal stakeholders, such as legal, security, and operations teams.

Important considerations before enabling Hubspot data retention

Once Hubspot deletes data under a retention policy, recovery is typically not possible. Planning is critical before activating any automated deletion rules.

Back up critical information

Before making changes, consider exporting essential data that must be preserved for long-term reporting or auditing. Coordinate with your analytics or compliance teams to identify:

Key reports that rely on historical data.
Records required for regulatory audits.
Data needed to support customer contracts or SLAs.

Align Hubspot settings with your legal obligations

Data retention is often governed by law or industry standards. Ensure your Hubspot configuration supports, rather than conflicts with, any of the following:

GDPR or other regional privacy rules.
Sector-specific regulations for your industry.
Internal data governance and security policies.

Work with your legal advisors to validate that the retention periods you choose in Hubspot are compliant.

Monitor and maintain your Hubspot policy

After configuration, data retention is not a set-and-forget task. Hubspot administrators should periodically review whether the current rules still serve the organization.

Regularly review Hubspot account activity

Check for unexpected data loss or missing records.
Verify that key business reports still function correctly.
Audit user access to confirm that only authorized roles can alter retention settings.

Update Hubspot rules as requirements change

Laws, company policies, and business processes can change over time. Update your Hubspot data retention policy when:

Your organization enters new markets or regions.
Regulatory requirements are updated.
You introduce new tools or workflows that rely on long-term data.

Get help optimizing your Hubspot setup

Configuring data retention is only one part of running a secure and efficient CRM. You may also want help with broader implementation, integrations, and analytics around your Hubspot environment.

Specialized consultants, such as those at Consultevo, can help design a strategy that balances compliance, performance, and reporting needs while making the most of your Hubspot tools.

For the most precise and up-to-date technical steps, always rely on the official Hubspot data retention policy documentation. Combine those instructions with your internal governance policies to create a safe, effective, and compliant data lifecycle for your organization.

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