Quotas and data limits in Customer Profiles
With Connect Customer Customer Profiles, you can customize data onboarding by setting ingestion limits on the various types of customer data you use to build a unified profile. Setting limits across mappings helps you prioritize which sources get capacity on each profile. The default maximum across all mappings per profile is 1000 objects.
Note
Data limits are estimates and might vary slightly, with a possible deviation of a few units in either direction during periods of high ingestion on a single profile.
Object count compared with retention
Customer Profiles enforces two independent limits on ingested data. They serve different purposes and can both apply to the same object.
| Limit | What it controls | Where it's set |
|---|---|---|
MaxProfileObjectCount |
The maximum number of objects of a given type that can be attached to a single profile. The sum across all object types in the domain can't exceed the per-profile object limit (default 1000). | Per object type, when it's created or updated. |
ExpirationDays |
The number of days an individual object is retained before it expires and is deleted. Must be greater than zero and within your account's expiration limit. | Per object type. Recorded on each object at ingestion time—changes apply only to newly ingested data. |
Use MaxProfileObjectCount to allocate capacity across object types.
Use ExpirationDays to manage how long historical data remains
available. For example, if you ingest both contact records and web analytics
events, you can give web analytics a smaller cap so a high-volume source can't
consume the entire per-profile budget on its own.
A per-object-type limit does more than cap how many objects of a type are stored. It also determines how Connect Customer chooses which objects to remove when a profile reaches its total object limit. For more information, see How data limits control object eviction.
How data limits control object eviction
Each profile can store a limited total number of objects across all object types (1000 by default; you can request a limit increase, see Connect Customer service quotas). When a profile reaches this total limit, Connect Customer removes (evicts) an existing object to make room. The per-object-type limits you set determine which object is evicted:
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Connect Customer first looks for object types that have exceeded their configured limit. It evicts the oldest object of the object type that is furthest over its limit (the largest overage). This continues, one object per ingestion. Eviction stops when that object type is back within its limit, or when another object type becomes the one furthest over its limit.
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If no object type is over its limit, Connect Customer falls back to self-eviction. The incoming object evicts the oldest object of its own object type. The total object count for the profile stays the same, and no other object type is reduced.
Important
An object type that has no limit set is never considered to be over its limit. As a result, its objects can only be removed through self-eviction. A high-volume object type with no limit can therefore occupy a large share of the profile budget indefinitely. This leaves less room for other object types to grow. To reclaim that space for your business-critical object types, set a limit on the high-volume object type, such as clickstream or web analytics data.
Note
Eviction affects only the objects that count toward a profile's object limit.
It does not delete the underlying ingested data from the data store. If you have
enabled the data store (see Data store), the data store still
retains evicted objects. To delete data from the data store, use the
DeleteProfile API, or delete the object types or the Customer Profiles
domain.
Default limits for standard object types
Standard object types (object type templates) provided by Customer Profiles can include a
built-in default limit. This limit helps prevent high-volume data from consuming the
entire profile budget. Connect Customer applies this default limit automatically during
eviction when you have not set your own MaxProfileObjectCount for that
object type. You do not need to configure anything.
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Your own limit takes priority. If you have set a limit for the object type, Connect Customer uses that value instead of the default. When you clear your limit, the object type falls back to the default limit if it has one. For how to set or clear a limit, see Configure data limits in the console and Clear data limits in the console.
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Defaults are managed by Connect Customer. Connect Customer applies these default limits automatically—you do not set them. To use a different limit for an object type, set your own limit for that object type.
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Effective date for existing domains. A default limit can have an effective date so that domains that already accumulated objects before the default existed are not affected. When a default limit has an effective date, it applies only to domains created after that date. Domains created on or before that date keep their existing behavior unless you set your own limit. Connect Customer manages this effective date—you do not configure it.
The following object types include a default limit.
| Object type | Default limit | Applies to | Rationale |
|---|---|---|---|
_webAnalytics |
250 | Domains created after September 1, 2026 | Retains roughly the last 10 sessions of activity, which gives predictive insights a baseline of data for prediction performance. |
WebAnalytics-Clickstream |
100 | All domains | Retains roughly the last 4 sessions of activity, which supports basic event triggers and calculated attributes. |
Note
A per-object-type limit (including these defaults) is not an additional storage budget. It does not add to the total per-profile object limit. It only controls whether objects of that type are selected as eviction candidates when a profile reaches its total limit. When every object type is within its limit, Connect Customer uses self-eviction. In that case, a per-object-type limit does not, by itself, increase or reduce the total number of objects a profile can store. The per-profile object limit, which is a service quota, always controls this total. For more information, see Connect Customer service quotas.
To retain more history for these object types (for example, for high-interaction
applications), set a higher MaxProfileObjectCount on the object type.
If necessary, request an increase to your total per-profile object limit (see Connect Customer service quotas).
Object type structure limits
The following limits apply to the structure of an object type itself.
| Limit | Value |
|---|---|
| Maximum size of a single profile object | 250 KB |
| Maximum number of fields per object type | 250 |
| Maximum number of object types per domain | Account-specific. |
Configure data limits in the console
You can set a limit for a data object in the Connect Customer admin website, as described in
the following steps. You can also set it programmatically by using the
PutProfileObjectType API. A limit that you set takes priority over
any default that Connect Customer manages for that object type.
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Open the Connect Customer Customer Profiles console.
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Choose the Data limits tab to configure limits for data objects.
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Hover over the data object's limit and choose the edit icon.
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Enter the limit and choose the check-mark icon to save or update it.
Clear data limits in the console
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Select the radio button for the data object whose limit you want to clear, then choose Clear limit.
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Enter confirm to clear the limit value of the selected data object.
