Cluster management techniques for wireless data links are described. According to some such techniques, a wireless communication device may maintain proximity information for consideration in conjunction with assigning NAN data links to NAN data clusters. In some embodiments, a wireless communication device may store proximity information for a given NAN data link in an NDL attribute associated with that NAN data link, and may store proximity information for a given NAN data cluster in an NDC attribute associated with that NAN data cluster. In various embodiments, two wireless communication devices may utilize/consider such proximity information in conjunction with assigning a newly-created NAN data link to a NAN data cluster. In some embodiments, two wireless communication devices may utilize/consider such proximity information in conjunction with transferring an extant NAN data link from one NAN data cluster to another NAN data cluster.