# How many events you can store, and for how long

**Category:** [Product Adoption](https://help.totalctrl.app/hc/totalctrl/totalctrl-help-center/en-US/categories/product-adoption)
**Updated:** 2026-10-04

## Two numbers, both on your plan

- **Events per month** — how many analytics events are stored in a calendar month.
- **Retention** — how long the event-by-event detail is kept.

Both show on the Analytics page and on the pricing comparison table. **0 means unlimited**, which is how they ship — nothing is capped until a number is set, so turning analytics on does not put you near a ceiling you did not know about.
## What happens at the ceiling

Further analytics events that month are **refused rather than sampled**. That is deliberate: a month with some events kept and some dropped produces a funnel that looks like a product change rather than a missing measurement, and you would have no way to tell the two apart.
## Your guides keep working

Tours, tooltips, checklists and banners are never capped and never purged by retention. They predate analytics and their own reporting depends on those events, so hitting an analytics ceiling cannot break a guide.
## What retention actually removes

Retention removes the **row-level detail**, not your history. Daily totals and the page-to-page paths are kept, so a long-range chart still works after the raw events age out.

The one thing bounded by retention is naming a feature *after the fact*: a feature you define today is matched against the events still held, so its history reaches back as far as your retention and no further.

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## Related Articles

- [Build a funnel](https://help.totalctrl.app/en-US/articles/product-adoption-funnels)
- [Show a guide to the people who have not adopted a feature](https://help.totalctrl.app/en-US/articles/product-adoption-behavioral-targeting)
- [Turn on product analytics](https://help.totalctrl.app/en-US/articles/product-adoption-turn-on-analytics)
- [Reading the Analytics page](https://help.totalctrl.app/en-US/articles/product-adoption-analytics-page)
- [Product analytics over the API](https://help.totalctrl.app/en-US/articles/product-adoption-api)

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