Avanser
Call tracking and intelligence platform that uses dynamic phone number insertion (DNI), call recording and attribution analytics to connect inbound phone calls to web sessions and marketing campaigns.
What does Avanser do?
What Avanser is
Avanser is a call tracking and call intelligence platform headquartered in Australia. It assigns dynamic phone numbers to web visitors, links each inbound call to the marketing campaign and keyword that brought the user to the site, records calls for quality and analytics, and feeds the results into CRM and ad platforms for closed loop attribution.
Data and cookies
Avanser drops attribution cookies on the merchant domain (visitor ID, session, marketing source), captures the caller phone number, time and duration of the call, audio recording, transcription if enabled and any meta data such as DTMF inputs or call routing decisions.
GDPR and ePrivacy implications
DNI cookies are non essential and need prior consent under Article 5(3) ePrivacy. The recording itself is subject to national rules: France (CNIL) requires informing both parties and not relying solely on a generic legitimate interest, Germany requires consent of all participants for non transactional purposes, and Spain requires explicit consent under LOPDGDD.
Consent requirements
Block the DNI script before consent. Play a clear notice at the start of each call explaining who is recording, for which purposes and how to object. Provide an opt out without losing access to the service. Store proof of consent and link it to the recording for audit purposes.
International data transfers
Australia is not covered by an EU adequacy decision. Transfers to Avanser must rely on Standard Contractual Clauses with supplementary measures (encryption, access controls). Voice recordings of EU customers transferred to Australia should be flagged in the Transfer Impact Assessment.
Practical compliance steps
Sign the DPA, run a DPIA covering DNI and call recording, gate the script behind consent, configure pre call announcements, define short retention for audio files, restrict access to authorised agents, encrypt recordings, transcribe only with consent, document SCC and TIA for transfers to Australia, and refresh the privacy notice when CRM or analytics integrations are added.
Avanser and the GDPR
Avanser is classified as “Analytics”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.
- Legal basis
- Article 6(1)(a) GDPR (consent) for dynamic number insertion cookies, call recording and behavioural attribution. ePrivacy article 5(1) and national rules on call recording require informing both parties and, in many EU countries, obtaining prior consent.
- Risk level
- high
- Applicable regulations
- GDPR, ePrivacy Directive, national call recording laws (CNIL guidance on call recording in France, BDSG and TKG in Germany, LOPDGDD in Spain), Australian Privacy Act
Impact assessment (DPIA)
A DPIA is mandatory: call recording, voice analysis and identification of callers via DNI involve high risk processing. Cover the legal basis for both web cookies and the recording, the speakers concerned, retention, transcription if any, transfers to Australia and a Transfer Impact Assessment.
Sample text for your banner
With your consent we use Avanser (Australia) to display a dynamic phone number and link your call to the marketing campaign that brought you to our site. Phone calls may be recorded for quality and security purposes. You will hear a notice before any recording starts and can object at any time.
What Avanser sets and contacts
- Tracking method
- Dynamic Number Insertion (DNI) JavaScript snippet, attribution cookies, call recording infrastructure, server side call detail records linked to web sessions and marketing campaigns
- Server location
- Australia (primary), with regional infrastructure in the United States
- Data transferred outside the EU
- Avanser is operated from Australia, which is not covered by an EU adequacy decision. Transfers therefore rely on Standard Contractual Clauses and other appropriate safeguards. Call recording and voice data add a layer of sensitivity that requires careful contracting.
Cookies set (4)
| Name | Type | Duration | Purpose |
|---|---|---|---|
| avanser_vid | http | 13 months | Pseudonymous visitor identifier used to assign the dynamic phone number across sessions. |
| avanser_source | http | 90 days | Stores the marketing source (campaign, keyword, channel) that brought the visitor. |
| avanser_session | http | Session | Session identifier used to link a call with the current browsing session. |
| avanser_dni | http | 30 days | Stores the dynamic phone number that was shown to the visitor. |
Third-party domains contacted (4)
avanser.com.auavanser.comcdn.avanser.comtracking.avanser.com
Frequently asked questions about Avanser
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Which cookies does Avanser set?
Avanser sets first party cookies on the merchant domain: avanser_vid (visitor ID), avanser_source (marketing source), avanser_session (session ID) and avanser_dni (dynamic phone number). The cookies link a browsing visit to the inbound call.
Is user consent required?
Yes. DNI cookies are non essential and require consent under ePrivacy. Call recording requires informing both parties and, in most EU jurisdictions, obtaining prior consent of the caller, with a clear pre call announcement.
What is the legal basis?
Article 6(1)(a) GDPR (consent) for the DNI cookies and for call recording when not strictly necessary for the contract. Article 6(1)(b) (contract) can cover essential aspects of the call routing. Article 6(1)(f) for fraud prevention with documented balancing test.
Does Avanser transfer data outside the EU?
Yes. Avanser is based in Australia, which is not covered by an adequacy decision. Transfers require Standard Contractual Clauses with supplementary measures and a Transfer Impact Assessment.
Is a DPIA mandatory?
Yes. Call recording, voice data and DNI tracking are high risk by nature (special category style risk, identification of natural persons, large scale processing) and are explicitly listed by several EU DPAs.
How do I implement Avanser compliantly?
Sign the DPA, run a DPIA covering DNI and recording, gate the DNI script behind consent, configure a clear pre call announcement, give a way to object to recording, define short retention, encrypt audio, restrict access to authorised staff, document SCC and TIA, train customer facing staff.
What are the alternatives?
Other call tracking platforms include CallRail, Invoca, Mediahawk (UK), ResponseTap (UK), Dialogtech, PhoneWagon, CallSource and Marchex. EU based or UK based vendors reduce transfer complexity.
How do I update the cookie policy?
List Avanser as a processor under marketing analytics and telephony, describe the DNI cookies, the call recording purpose, the retention, the transfer to Australia, link to the Avanser privacy policy and refresh when CRM or advertising integrations are added.
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