> Funnelytics funnel analytics: how the tracking script works, which cookies and identifiers it stores and why prior consent is required under the GDPR. > > Canonical: https://www.flowconsent.com/en/services/analytics/funnelytics Analytics # Funnelytics Marketing · [Official website](https://funnelytics.io) Funnelytics is a marketing analytics platform that lets growth teams map sales funnels, track each step (landing pages, opt ins, checkouts, upsells) and visualise conversion and revenue at every stage. Its tracking script writes a visitor identifier in cookies and local storage and reports page views, form submissions and revenue events back to Funnelytics Inc. As a marketing analytics tool, it requires prior consent under the GDPR and the ePrivacy Directive. [Block Funnelytics until consent](https://app.flowconsent.com/auth/sign-up?utm_source=flowconsent.com\&utm_medium=referral\&utm_campaign=analytics) · [Scan my site](https://www.flowconsent.com/en/scan) At a glance - Category [Analytics](https://www.flowconsent.com/en/services/analytics) - Consent Marketing - Prior consent Required - Documented cookies 3 - Third-party domains 4 - Servers Funnelytics infrastructure on AWS / Google Cloud, primarily in the United States and Canada. Overview ## What does Funnelytics do? ## **What is Funnelytics?** Funnelytics is a marketing analytics platform that targets info product, coaching and ecommerce funnels. Marketers map their funnel visually on a canvas, install the Funnelytics tracking script on each page and watch real conversion, drop off and revenue numbers populate over the diagram. The tool is heavily used by growth agencies for attribution and reporting. ## **Cookies and identifiers** The Funnelytics script writes \_ftrack and \_\_funnelytics cookies on the funnel domains and a visitor UUID in local storage. When a user submits a form with their email, Funnelytics links the previously anonymous visitor identifier to the email, turning the funnel data into identifiable behavioural data. UTM parameters carrying email or phone in the URL further identify the user. ## **GDPR and ePrivacy implications** Funnelytics qualifies as marketing analytics, not strictly necessary measurement: the cookies are not exempted under the EDPB guidelines on Article 5(3) ePrivacy. Prior, specific and informed consent is therefore required before the tracker fires. The GDPR processing is based on consent under Article 6(1)(a). ## **Consent and identifier hygiene** Block the Funnelytics script through your CMP until the marketing category is accepted. Avoid putting raw email addresses or phone numbers in URL parameters; use hashed identifiers if Funnelytics needs to recognise repeat visitors across funnel pages. Configure Funnelytics to anonymise IP addresses where the option is exposed. ## **Data transfers** Funnelytics Inc. is established in Canada and runs its production on AWS / GCP infrastructure, primarily in the United States. Canada benefits from an EU adequacy decision but the US transfer must rely on the EU U.S. Data Privacy Framework or Standard Contractual Clauses. Disclose the transfer in the privacy policy. ## **Implementing Funnelytics compliantly** Sign the Funnelytics DPA, gate the tracking script on consent, set retention policies for visitor and revenue events, document Funnelytics Inc. as a processor in your records of processing and update the privacy policy to mention funnel analytics, the cookies, the email enrichment and the transfers. Compliance ## Funnelytics and the GDPR Funnelytics is classified as “Marketing”. 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 Prior consent under Article 6(1)(a) GDPR and Article 5(3) ePrivacy: Funnelytics is a marketing analytics tool that profiles visitors across funnel steps using third party cookies and identifiers. - Risk level medium - Applicable regulations GDPR, ePrivacy Directive, EU U.S. Data Privacy Framework ### Impact assessment (DPIA) A DPIA is recommended when Funnelytics is paired with email enrichment, attribution across paid channels or behavioural scoring, due to the cross page profiling, the email PII passed via UTM parameters and the transfers to North America. ### Sample text for your banner > We use Funnelytics to analyse our marketing funnel. With your consent, Funnelytics will set a tracking cookie on your device, record your steps in our funnel and transfer the data to Funnelytics Inc. in North America. You can refuse or withdraw your consent at any time from the cookie settings. Cookies and trackers ## What Funnelytics sets and contacts - Tracking method JavaScript tracking script (track.funnelytics.io) installed on funnel pages that captures page views, clicks and form submissions, links them to a Funnelytics visitor identifier and forwards them to the Funnelytics SaaS for funnel analytics, attribution and revenue reporting. - Server location Funnelytics infrastructure on AWS / Google Cloud, primarily in the United States and Canada. - Data transferred outside the EU Page view events, IP addresses, UTM parameters and email addresses passed via the funnel are transferred to Funnelytics Inc. servers in North America under the EU U.S. Data Privacy Framework or Standard Contractual Clauses. ### Cookies set (3) | Name | Type | Duration | Purpose | | ------------------------ | ------------ | -------- | ---------------------------------------------------------------------------------------------------------------------------------------------- | | \_ftrack | first\_party | 1 year | Stores the Funnelytics visitor identifier on the funnel domain to recognise the visitor across funnel steps. | | \_\_funnelytics | first\_party | 1 year | Persists session and attribution data (UTM parameters, referrer) used by Funnelytics to attribute conversions and revenue to the right source. | | \_\_funnelytics\_session | first\_party | session | Session identifier used by Funnelytics to group page views into a single visit. | ### Third-party domains contacted (4) - `track.funnelytics.io` - `app.funnelytics.io` - `cdn.funnelytics.io` - `api.funnelytics.io` Questions ## Frequently asked questions about Funnelytics Can't find your question? Write to us, we answer fast. [Write to us](https://www.flowconsent.com/en/demo) ### Which cookies does Funnelytics set? The tracking script sets the \_ftrack and \_\_funnelytics first party cookies on the funnel domains, plus a visitor UUID stored in local storage to recognise repeat visits across funnel pages. ### Does Funnelytics require consent? Yes. Funnelytics is marketing analytics and not exempt under EDPB guidelines on Article 5(3) ePrivacy, so prior, specific and informed consent is required before the tracker fires. ### What is the legal basis? Consent is the only suitable legal basis for the tracking and the cross page profiling. Legitimate interests cannot be used because the processing identifies users and enriches them with email data submitted later in the funnel. ### Are data transferred outside the EU? Yes. Funnelytics Inc. is in Canada and runs production on AWS/GCP, primarily in the United States. Canada has an EU adequacy decision; the US transfer relies on the EU U.S. Data Privacy Framework or Standard Contractual Clauses. ### Do I need a DPIA for Funnelytics? A DPIA is recommended when Funnelytics is paired with email enrichment, paid attribution or behavioural scoring. Pure aggregated funnel analytics with consent and minimal PII is lower risk. ### How do I deploy Funnelytics compliantly? Sign the Funnelytics DPA, gate the script on consent, hash any user identifier passed via UTM parameters, set retention policies on visitor and revenue events, and document Funnelytics Inc. in your records of processing. ### Are there alternatives to Funnelytics? Privacy friendlier funnel analytics include Plausible Goals (EU hosted, cookieless), Matomo with goals and ecommerce tracking (self hosted EU), or PostHog open source running on your own servers. ### How do I update my cookie policy? 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