Acquia CDP

Data Erasure


With this feature, you can purge or anonymize the Personally Identifiable Information (PII) of individuals to achieve regulatory compliance. To erase the data of even a single individual in CDP, the system reads all PII data across all data stores, and rewrites a significant volume of data. This is a resource intensive process that should not be used for data rectification purposes, as rectifying data does not require updating all PII data across all data stores and can be performed in an efficient manner. Acquia recommends against misusing this feature for purposes other than the regulatory compliance.

Data handling

What data is purged or anonymized

The following data is purged:

  • Customer and customer address cross-reference
  • Event
  • Campaign history
  • Campaign output
  • Report output
  • Data export output
  • Custom entities containing PII

Transactional data is anonymized by removing customer identifiers and marking the transaction as anonymous.

Where is my data purged or anonymized

The following are the source systems and modules from where the CDP cleanses and innominate Personally Identifiable Information (PII):

Source systems:

  • Data Warehouse Layer
  • Business Intelligence Layer


  • Actions: Campaigns +
  • Analytics: Metrics, Dashboards, and Reports
  • Data Exports
  • Interactive Queries
  • 360 Profiles

The following CDP data stores are unmanaged, so they enforce less than 30 days retention policies:

  • CDP AWS S3 Buckets
  • Sparse Layer

Note: The results of data purges are not immediately visible in A360 profiles. It might take some time for the changes to be reflected. You can view the updated information once the next full run of the refresh process is completed.

Enabling data erasure in CDP

To enable data erasure, contact Acquia support and specify the users on your team who must have the Data Erasure role.

The following are the ways to use data erasure: