--- title: "[Data & Insights] - Data & Insights (Lytics) Limitations" description: Limits enforced to ensure optimal performance of the Data & Insights (Lytics) platform and connected sites, data sources, and applications. url: https://www.contentstack.com/docs/data-and-insights-lytics/limitations product: Contentstack Data & Insights (Lytics) doc_type: reference audience: - developers - administrators - data-engineers version: current last_updated: 2026-03-25 --- # [Data & Insights] - Data & Insights (Lytics) Limitations This page lists the enforced limits for Data & Insights (Lytics) across events, user profiles, audiences, browser/client-side constraints, integrations, content enrichment, custom modeling, and Personalize. It is intended for developers and administrators planning implementations, sizing data flows, and troubleshooting limit-related issues. ## Data & Insights (Lytics) Limitations The system enforces the following limits to ensure the optimal performance of the Data & Insights (Lytics) platform and its connected sites, data sources, and applications. Unless otherwise noted, these limits apply to all accounts. If you have questions, contact your **Data & Insights (Lytics) Account Manager**. ### Events An **event** refers to: - Any action or activity a user performs - Any update to a profile - Any export from the subscription services | Resource | Limit | Description | |---|---|---| | Max input size | 4 KB | Byte size of a single input record. | | Max size in batch | 16 KB | Byte size of a single input record within a batch. | | Max size total batch | 1 GB | Byte size of all records within a batch. | | Max event ingress rate | Quota based on pricing | Events collected per hour. | | Max output size | 1 MB | Byte size of a single output record, also known as a trigger event. | | Max trigger event egress rate | Quota based on pricing | Events triggered per hour. | ### User Profiles A [**user profile**](https://docs.lytics.com/docs/understanding-user-profiles) is the living record of an individual who interacts with your brand. Data & Insights (Lytics) user profiles provide a unified view of your customers across connected channels. - **Known profiles** include at least one identifiable attribute, such as an email address or CRM ID. - **Anonymous profiles** contain only anonymous identifiers, such as a cookie ID. | Resource | Limit | Description | |---|---|---| | Max size of a user profile | 1 MB | Byte size of a single user profile. | | Max size of a profile identifier | 256 bytes | Unique identifiers used to merge data fragments into a single user profile. See **Profile Stitching Best Practices**. | | Max number of user attribute values on a profile | 1,000 | Includes items in complex field types such as maps and sets. | | Max aggregate size of all user profiles | Quota based on pricing | Total size of all user profiles. | | Max number of custom mapped fields | Quota based on pricing | Custom mapping of fields through Queries & LQL. | | Max stitched identifiers | 50 | Stitched identifiers (e.g., email, user ID) that can be used to look up a user. | ### Audiences An [**audience**](https://docs.lytics.com/docs/audiences) is a group of users defined by conditions, attributes, or behaviors. Audiences allow you to segment users for targeting, personalization, or analysis. | Resource | Limit | Description | |---|---|---| | Max number of audiences | 500 | Total number of audiences allowed per account. | | Max number of conditions per audience | 1,000 | Includes both parent and nested conditions. | | Max audience re-evaluation rate | Quota based on pricing | Maximum number of profiles reevaluated per hour across all time-based audiences. | | Max length of audience name | 64 characters | Maximum length of audience names displayed in the Data & Insights (Lytics) UI. | ### Browsers and Cookies The following limits apply to client-side integrations. These are implemented in browser-facing code using the [**Lytics JavaScript tag**](https://docs.lytics.com/docs/developer-quickstart-3-install-lytics). | Resource | Limit | Description | |---|---|---| | Max number of audiences stored as a cookie | 5 MB | Applies only to Lytics JavaScript Tag v2. Version 3 uses local storage. | | Max cookie size per domain | 4,096 bytes | Includes both Lytics cookies and other domain-specific cookies. | | Maximum size of collect payload via URL | 2,000 bytes | Keep payloads small enough for GIF transport. Use iframe transport for larger payloads. | ### Integrations The following limits apply to [**server-side integrations**](https://docs.lytics.com/docs/integrated-marketing-tools#server-to-server-integrations), which allow Data & Insights (Lytics) to communicate directly with third-party services. | Resource | Limit | Description | |---|---|---| | Max active import integrations | 100 | Import integrations ingest data into Lytics. | | Max active export integrations | 200 | Export integrations send data from Lytics to third-party tools. | | Max integration creations per hour | 10 | Includes imports, exports, and enrichment workflows. | | Max lifetime of completed jobs | 90 days | Retention for jobs with a **completed** status. | | Max lifetime of paused/failed jobs | 90 days | Retention for jobs in **paused** or **failed** status. | ### Content The **Data & Insights (Lytics) **[**Content Affinity Engine**](https://docs.lytics.com/docs/content-affinity) uses NLP to analyze content and calculate user-level affinities. | Resource | Limit | Description | |---|---|---| | Max URLs enriched | 20,000/month | Number of content URLs enriched monthly. | | Max topics displayed | 500 | Maximum topics shown on a user profile. | | Max topics per user | 50 | Up to 50 retained affinities per user. | | Max Interest Engines | 10 | Maximum Interest Engines per account. | ### Custom Modeling **Data & Insights (Lytics)** enables you to build [**custom Lookalike Models**](https://docs.lytics.com/docs/ml-modeling). | Resource | Limit | Description | |---|---|---| | Lookalike Model count | 20 | Maximum activated Lookalike Models per account. | | Max model audience size | 20M users | Maximum audience size for source/target segment in a Lookalike Model. | ### Personalize The following default limits and constraints apply to **Contentstack **[Personalize](/docs/personalize/about-personalize) | Feature | Limit | Description | |---|---|---| | Data Activation Layers (DALs) per organization | 3 | Maximum number of DAL instances allowed per organization. | | Users per DAL | Unlimited | Maximum users supported per DAL. | | Audiences per project | 500 | Maximum number of audiences per Personalize project. | | Data & Insights Accounts per organization | 3 | Default limit of connected accounts per organization. | | Data retention | 3 months | Retention policy for stored events and profiles.**** | **Requesting Limit Increases:** To increase any of the default limits above, contact [Contentstack Support](mailto:support@contentstack.com) with your organization ID, stack/project name, and a short explanation of your use case. ## Common questions ### Do these limits apply to all accounts? Unless otherwise noted, these limits apply to all accounts. ### How do I request a limit increase? Contact [Contentstack Support](mailto:support@contentstack.com) with your organization ID, stack/project name, and a short explanation of your use case. ### Where do client-side limits apply? The browser and cookie limits apply to client-side integrations implemented in browser-facing code using the [**Lytics JavaScript tag**](https://docs.lytics.com/docs/developer-quickstart-3-install-lytics). ### What is considered an event? An **event** refers to any action or activity a user performs, any update to a profile, or any export from the subscription services.