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BlueConic is a customer data platform (CDP) that unifies individual level data from websites, apps and other channels into persistent profiles. It collects first party identifiers and behavioural data, builds rich segments and activates those profiles across marketing tools. Because it carries out large scale profiling of identifiable individuals, BlueConic raises significant data protection obligations and normally requires user consent in the European Union.
BlueConic is a customer data platform, not a simple web analytics tool. It collects and unifies data about individual visitors from your website, mobile apps, email and other sources into a single persistent profile for each person. Marketing and product teams use these profiles to build segments, personalise content and activate audiences in advertising and messaging platforms. Because the whole purpose of the platform is to recognise and enrich individual profiles over time, it processes large volumes of personal data.
BlueConic typically sets a first party cookie to assign a stable identifier to each visitor and uses JavaScript to capture page views, clicks, form interactions, referrers and device information. This identifier is linked across sessions and, where you provide them, to known attributes such as email address, purchase history and consent state. The platform combines online and offline signals, which means the data held about a person can be extensive and directly identifying.
Reading and writing the BlueConic identifier on a user device is governed by Article 5(3) of the ePrivacy Directive, which requires consent for storage that is not strictly necessary. The subsequent profiling falls under the GDPR. Because the platform builds detailed behavioural profiles of identifiable people, it engages the rules on profiling and, depending on configuration, on automated decision making. You act as controller for the personal data you load into BlueConic and the vendor acts as processor.
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In almost all cases you need prior, informed and freely given consent before BlueConic sets its cookie and starts profiling a visitor. Loading the BlueConic script and identifier should be blocked until the user has accepted the relevant category in your consent banner, and the chosen state should be passed to the platform so it can suppress collection for users who refuse. Pre ticked boxes and implied consent are not acceptable under the GDPR.
Depending on the hosting region you select, BlueConic profile data may be processed in the European Union or in the United States. Where data leaves the European Economic Area, the transfer must be covered by an appropriate safeguard such as Standard Contractual Clauses or reliance on the EU US Data Privacy Framework where the vendor is certified. You should confirm the storage location in your contract and document the transfer mechanism in your records.
Sign a data processing agreement with the vendor, configure the integration to honour consent before collection, and carry out a data protection impact assessment given the scale of profiling. Document the categories of data, retention periods and transfer mechanism, list the BlueConic cookie in your cookie policy, and provide users with clear information and an easy way to withdraw consent and exercise their rights.
Websites using BlueConic must obtain user consent under GDPR regulations.
DPIA considerations
A data protection impact assessment is strongly recommended and likely required. BlueConic performs large scale profiling of identifiable individuals by combining online and offline data into persistent profiles, which is high risk processing under Article 35 GDPR. Assess the necessity and proportionality of the profiling, the risk of intrusive or unexpected uses, the safeguards for data subject rights, retention limits and the international transfer mechanism.
Sample consent text
We use BlueConic to recognise you across our website and apps and to build a unified profile that helps us personalise content and marketing. This involves storing an identifier on your device and combining your activity over time. We only do this with your consent, and you can withdraw it at any time.
Third-party domains contacted
blueconic.netblueconic.comCookies placed
| Name | Type | Duration | Purpose |
|---|---|---|---|
| BlueConic_uic | First party tracking | Persistent (up to several years) | Stores the unique BlueConic visitor identifier used to recognise the user and link activity into a persistent profile. |
| BlueConic profile cookie | First party tracking | Persistent | Maintains the BlueConic profile reference across sessions for segmentation and personalisation. |
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BlueConic typically sets a first party cookie holding a stable visitor identifier and uses JavaScript to collect page views, clicks, form input, referrers and device data. This is linked into a persistent profile and can be enriched with known attributes such as email address and purchase history.
Yes, in almost all cases. Storing the BlueConic identifier on the device requires consent under the ePrivacy rules, and the large scale profiling that follows requires a lawful basis under the GDPR, which in practice is consent. You should block the script until the user accepts.
The storing of and access to the identifier relies on consent under Article 5(3) ePrivacy. The profiling of personal data relies on consent under Article 6(1)(a) GDPR. Legitimate interest is generally not appropriate given the intrusive nature of cross channel profiling.
It can. Depending on the hosting region you choose, profile data may be processed in the European Union or the United States. Any transfer outside the European Economic Area must rely on Standard Contractual Clauses or the EU US Data Privacy Framework where the vendor is certified.
Very likely yes. BlueConic carries out large scale profiling of identifiable individuals by combining online and offline data, which is high risk processing under Article 35 GDPR. A data protection impact assessment should be completed before deployment.
Sign a data processing agreement, integrate BlueConic with your consent platform so collection only starts after consent, pass the consent state to the platform, set clear retention periods, document transfers and list the cookie in your cookie policy.
Other customer data platforms include Segment, Tealium, Salesforce Data Cloud and open source options such as RudderStack. Some EU hosted CDPs may simplify transfer questions. The same consent and profiling rules apply to any of them.
List the BlueConic first party cookie by name, state its purpose of profile building and personalisation, give its retention period, explain that data may be processed in the EU or US and tell users how to withdraw consent.