Overview

Lytics provides APIs for deleting user profiles and their associated identity data. This is essential for handling privacy requests (such as GDPR right-to-erasure) and managing your data lifecycle.

Profile deletion removes the profile data and its identity graph connections. Deletion is permanent and cannot be undone.

Single Profile Deletion

To delete a single user profile, identify them by a field name and value:

DELETE /v2/identity/{table}/{field}/{value}

Path Parameters

Example

# Delete a user by email
DELETE /v2/identity/user/email/[email protected]

Bulk Deletion

For processing multiple deletion requests (e.g., batch privacy requests), Lytics supports bulk identity deletion.

POST /v2/identity/delete

Submit a batch of identities to delete. The operation runs asynchronously and returns a request ID for tracking.

Tracking Deletion Status

Monitor the progress of deletion requests:

GET /v2/identity/delete/status

Returns the status of recent deletion operations, including:

• Request ID
• Number of profiles requested for deletion
• Number of profiles successfully deleted
• Current status (pending, in_progress, completed, failed)

Get Status for a Specific Request

GET /v2/identity/delete/status/{requestId}

Returns the status of a specific deletion request.

Important Considerations

• Deletion is permanent and cannot be reversed.
• The live profile is removed from the profile graph database and search index. The deletion is also recorded in a suppression ledger so that the person's historical events are immediately excluded from all subsequent data reads (exports, audience syncs, analytics replays). Physical removal of archived event data runs as a background process bounded by your account's archival data retention limit.
• If new data arrives for the same identity keys after a deletion — whether from a third-party integration or because the person re-engages directly — Lytics will create a new profile. Events from before the deletion timestamp remain suppressed; only events from after the deletion form the new relationship. Consider blocking data collection for the identity if you need to prevent re-creation.
• Deletion removes the profile and all associated identity fragments from the identity graph.
• Deletion operations may not be instantaneous for large profiles with complex identity graphs.

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For compliance workflows involving OneTrust or similar consent management platforms, see the OneTrust integration.