Certain aspects of the present disclosure relate to methods and apparatus for phase noise estimation in data symbols for millimeter wave (mmW). A method for wireless communications by a transmitting device is provided. The method generally includes identifying a phase noise metric associated with at least one receiving device; determining a phase noise pilot configuration based, at least in part, on the identified phase noise metric; and providing an indication of the phase noise pilot configuration to the at least one receiving device. A receiving device can receive the phase noise pilots in accordance with the configuration and determine phase noise for a data symbol based on the received phase noise pilots.