Understanding Hotjar’s 365‑Day Data Retention: A Complete Guide

By Azon Vault On May 11, 2026

Introduction

Do you ever wonder why Hotjar only keeps your session recordings, heatmaps and surveys for exactly one year? The 365‑day data retention policy impacts how you analyze user behavior, comply with privacy regulations, and make data‑driven decisions. This guide breaks down everything you need to know—what’s retained, why the limit exists, and how to work around it—so you can get the most out of Hotjar without losing valuable insights.

What Does Hotjar’s 365‑Day Retention Mean?

Hotjar automatically deletes raw data older than 365 days. The policy applies to:

Session recordings – video‑like captures of user interactions.
Heatmaps – aggregated click, scroll and move data.
Surveys & polls – responses and custom feedback.
Incoming messages – chat transcripts and NPS scores.

Aggregated analytics (e.g., overall conversion rate) remain in your dashboard for reporting, but the underlying raw data is purged after a year.

Why Hotjar Uses a 365‑Day Limit

Privacy and compliance

Storing user interaction data long‑term can raise GDPR, CCPA and e‑privacy concerns. By limiting retention, Hotjar helps you stay compliant with data‑minimisation principles.

Performance and cost

Retention of massive video‑style recordings requires significant storage and processing power. A one‑year window balances data usefulness with server efficiency, keeping the service affordable for all plans.

How to Manage the Retention Window

1. Export data before it expires

Hotjar lets you download recordings, heatmaps and survey results. Schedule a monthly export task to back up any data you may need for long‑term analysis.

2. Use filters to focus on recent insights

When you set a date range in the UI, you can instantly see the most relevant sessions. This prevents you from digging through older, less‑actionable data.

3. Combine Hotjar with a data warehouse

Integrate Hotjar via Zapier, Segment or the API to push raw events into BigQuery, Snowflake or an internal database. This way you retain a full history while still benefiting from Hotjar’s visual tools.

Best Practices for Beginners

Set a reminder—create a calendar alert 30 days before the 365‑day mark.
Tag important recordings—use the “Add note” feature to flag sessions you’ll need later.
Archive key heatmaps—download the PNG or CSV export to keep a visual record.
Keep surveys short—shorter forms generate higher response rates, making each year’s data more valuable.

FAQ

Q: Can I extend Hotjar’s retention period?: No. The 365‑day limit is built into every plan for compliance reasons.
Q: Will deleting raw data affect my heatmap visualizations?: Heatmap aggregates stay visible, but you lose the ability to drill down into individual sessions older than a year.
Q: How does the retention policy differ across plans?: All paid and free plans share the same 365‑day rule; higher tiers only get more recordings and longer daily storage, not longer overall retention.
Q: Is there a way to automate backups?: Yes—use Hotjar’s API or third‑party connectors (Zapier, Integromat) to export data to a cloud bucket on a schedule.
Q: Does the retention rule apply to GDPR‑subject users?: Exactly. The policy helps you meet the "right to be forgotten" by automatically removing data after a reasonable period.

Conclusion

Hotjar’s 365‑day data retention is a deliberate trade‑off between privacy, performance and cost. By proactively exporting, tagging and integrating your data, you can keep the insights you need while staying compliant. Implement the practices above, set up regular backups, and turn a limitation into a strategic advantage.

Call to Action

Ready to future‑proof your user‑experience insights? Get a free consultation on setting up automated Hotjar backups and integrating them with your analytics stack today.