Use advanced settings if you only want to retain content that contains: Specific words or phrases You'll apply retention ...

Use advanced settings if you only want to retain content that contains:

Specific words or phrases
You'll apply retention settings only to content that contains the words and/or phrases you specify.

Sensitive information
You'll apply retention settings to content that contains sensitive information related to specific industries (like financial). Or go the custom route and hand pick the types of sensitive information you want to retain (like credit card and social security numbers).