The disclosure discloses a method, apparatus, device, medium and product for managing activity data within an application. The method includes: obtaining a queue message in a preset activity data reporting event message queue, and storing activity data corresponding to the queue message into a first preset database of at least one data storage space having a business association with the activity data; and managing the activity data according to duration of the activity data stored in the first preset database and/or a management operation of a user for the activity data; where the first preset database is a key-value database that meets a first preset storage performance standard.