Data handling & storage

Datahash Signals is a server-side conversion tracking platform. It receives conversion events and audience data from your sources, transforms them, and delivers them to advertising platforms through each platform’s server-side Conversion API. This page explains what data that involves, where any of it is stored, and for how long.

What data Signals processes

Signals processes the conversion and audience data you send it, across three use cases:

• Web conversions captured by the NeoTag pixel on your site and sent to the Signals ingestion API.
• Offline and CRM conversions pulled from connected sources such as CRMs, data warehouses, files, and webhooks.
• Custom audiences assembled from your first-party data for targeting.

Each event carries marketing context, such as the event name and value, together with the identifiers used to match the conversion at the destination platform. Depending on what you send, those identifiers can include email, phone number, name, and address, along with the click or user identifiers provided by the advertising platforms and technical signals such as IP address and user agent.

Signals normalizes each event into a common schema, transforms it for each destination, and delivers it. All of this happens in memory. Personal identifiers are hashed before delivery where the destination requires it. See PII protection for how identifiers are hashed and encrypted.

Where data is stored

Signals is built privacy-first: it does not persist raw events or raw PII. Event payloads and the identifiers they contain are processed in memory and are not written to any database or long-term store. Once an event has been delivered, or has finally failed, its raw content is gone.

What Signals does store is limited to the data needed to run reporting and the platform itself:

• Reporting metrics and counts. For each source and destination, Signals records aggregate counts such as total events, and how many succeeded, failed, or were skipped, plus data-quality coverage (for example, how many events carried an email or a phone number). These are counts, not the underlying records.
• Transaction records. For offline, CRM, and custom-audience jobs, Signals stores per-job metrics so you can see the outcome of each run.
• Configuration. Your accounts, projects, connections, and field mappings.

This data is held on secure, industry-standard cloud infrastructure and is encrypted both at rest and in transit. For the list of infrastructure providers Datahash relies on and the regions they operate in, contact your Datahash representative.

How long data is kept

Because raw events and PII are never persisted, there is no retention period for them. They exist only for the moment they are processed.

The data Signals does keep is retained as follows:

• Reporting metrics and transaction records are retained on an ongoing basis so that historical reporting stays available in your account.
• Configuration is retained for as long as the relevant account, project, or connection exists.
• Operational and application logs are retained for a short period, typically up to a few months, and then expire automatically.

To request deletion, or for the detailed retention schedule per data category, contact your Datahash representative.