> How Dexem call tracking handles cookies, consent and GDPR. EU hosting, call recording rules, legal basis and how to deploy it compliantly.
>
> Canonical: https://www.flowconsent.com/en/services/analytics/dexem

Analytics

# Dexem

Analytics

Dexem is a French call tracking and conversational analytics platform that links incoming phone calls to the web source, campaign and keyword that generated them.

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At a glance

- Category

  [Analytics](https://www.flowconsent.com/en/services/analytics)

- Consent

  Analytics

- Prior consent

  Required

- Documented cookies

  4

- Third-party domains

  4

- Servers

  France (European Union)

Overview

## What does Dexem do?

## **What Dexem is**

Dexem is a French call tracking and conversational analytics platform. It uses dynamic number insertion to display different phone numbers to different visitors, then links each incoming call back to the web source, campaign, keyword and page that generated it. Teams use it to measure which marketing drives phone calls.

## **What data and cookies it collects**

To attribute a call, Dexem stores a visitor identifier and session data through cookies or similar identifiers, and records call metadata such as the caller number, duration and source. Depending on configuration it may also record call audio. This connects online browsing behaviour with offline phone activity.

## **GDPR and ePrivacy implications**

Because Dexem combines website tracking with telephone data, it processes personal data including phone numbers and behavioural identifiers. The tracking identifiers are non essential, so they fall under the ePrivacy Directive consent rule, and any call recording is additionally sensitive and regulated. This makes Dexem a medium risk processing activity.

## **Consent requirements**

Prior consent is required before the Dexem tracking script sets identifiers, because attribution cookies are not strictly necessary. If calls are recorded, you must inform callers and obtain a valid legal basis for the recording, typically consent, and provide a way to object. Do not load the script before website consent is given.

## **Data transfers and hosting**

Dexem is established in France and processes call tracking data within the European Union, which avoids the transfer concerns of United States based call analytics tools. Confirm the hosting region and sign the data processing agreement, and document retention periods for call records and recordings.

## **Practical compliance steps**

Gate the Dexem script behind your consent banner so number insertion and identifiers only activate after opt in. Configure a clear caller notice for any recording, set short retention for audio, and minimise the data captured. Keep your processing records and privacy policy aligned with both the web tracking and the telephony processing.

Compliance

## Dexem and the GDPR

Dexem 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

  Consent (Art. 6(1)(a) GDPR); call recording also requires consent and a caller notice

- Risk level

  medium

- Applicable regulations

  GDPR, ePrivacy Directive (Cookie Law)

### Impact assessment (DPIA)

Linking online identifiers to phone calls, and optionally recording audio, can be higher risk processing. A DPIA is often advisable to document the data flows, retention of call records and recordings, and the safeguards applied, especially where recording is enabled.

### Sample text for your banner

> We use Dexem call tracking to understand which marketing source led to your call. With your consent we set an attribution identifier; calls may be recorded and you will be informed beforehand.

Cookies and trackers

## What Dexem sets and contacts

- Tracking method

  Dynamic number insertion JavaScript with call to session attribution

- Server location

  France (European Union)

### Cookies set (4)

| Name           | Type       | Duration | Purpose                                                                                    |
| -------------- | ---------- | -------- | ------------------------------------------------------------------------------------------ |
| dexem\_visitor | Functional | 6 months | Identifies the visitor so a dynamic phone number can be matched to the web session         |
| dexem\_session | Functional | Session  | Links the current browsing session to a call for attribution                               |
| dxm\_source    | Analytics  | 6 months | Stores the marketing source and keyword associated with the visit for call attribution     |
| \_ga           | Analytics  | 2 years  | Google Analytics cookie used when call data is forwarded to Google Analytics for reporting |

### Third-party domains contacted (4)

- `dexem.com`
- `app.dexem.com`
- `tag.dexem.com`
- `google-analytics.com`

Questions

## Frequently asked questions about Dexem

Can't find your question? Write to us, we answer fast.

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### What cookies does Dexem set?

Dexem uses functional cookies that identify the visitor and session so a dynamic phone number can be matched to a web visit, plus a cookie that stores the marketing source. If you forward call data to Google Analytics, its cookies also apply. The tracking cookies need consent before they load.

### Is consent required to use Dexem?

Yes for the tracking tag. The dynamic number insertion stores or reads information on the device, so ePrivacy requires consent. Call recording also requires a clear legal basis and that callers are informed before recording starts.

### What is the legal basis for Dexem?

The dynamic number tag and analytics rely on consent under Article 6(1)(a) GDPR and Article 5(3) ePrivacy. Call recording can rest on legitimate interest or consent under Article 6(1)(f) or (a) depending on the purpose and on CNIL guidance.

### Does Dexem transfer data to third countries?

No, not by Dexem itself. Dexem develops, hosts and supports its services in France, so personal data stays in the European Union. Transfers only occur if you connect Dexem to a third country tool such as Google Analytics.

### Do I need a DPIA for Dexem?

A full DPIA is usually not mandatory for standard call tracking, but a screening assessment is recommended, particularly where calls are recorded. Large scale recording or sensitive call content can make a DPIA necessary.

### How do I implement Dexem compliantly?

Load the Dexem tag only after consent to tracking, disclose call tracking in your privacy and cookie policies, and play a recording notice at the start of calls. Set short retention for recordings and call data, and sign a data processing agreement with Dexem.

### What are the alternatives to Dexem?

Alternatives include CallRail, Ringover analytics, Magnetis and CallTrackingMetrics. For EU based businesses, Dexem's French hosting is a strong point because it avoids cross border transfers.

### How do I update my cookie policy for Dexem?

List the Dexem visitor and session cookies and the marketing source cookie, explain their purpose and duration, and note that hosting is in France. Add Google Analytics cookies only if you forward call data, and review the entry when the tag changes.

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