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Analytics

Parse.ly

Analytics

Parse.ly is a content analytics platform for publishers and media teams, operated by Automattic through WordPress VIP. A JavaScript tracker measures page views, engagement time, referrers and audience behaviour, setting cookies such as the Parse.ly visitor and session identifiers. As a non essential analytics tool from a United States vendor, it normally requires consent in the European Union and involves transfers outside the European Economic Area.

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Overview

What does Parse.ly do?

What Parse.ly is

Parse.ly is a content analytics platform aimed at publishers, newsrooms and content marketing teams. It is operated by Automattic, the company behind WordPress.com and WordPress VIP. A JavaScript tracker embedded in your pages measures how content performs, including page views, unique visitors, engaged time, scroll depth and the sources that drive traffic. Editors use these insights to understand which articles and authors resonate with their audience.

Data and cookies collected

The tracker sets cookies such as a visitor identifier and a session identifier, commonly named with a parsely prefix, for example _parsely_visitor and _parsely_session. It records page URLs, referrers, engagement time, device and browser information and the visitor IP address, which is personal data. This allows Parse.ly to distinguish returning visitors and measure behaviour across a session.

GDPR and ePrivacy implications

Parse.ly is an analytics service and its cookies are not strictly necessary, so storing and reading them is subject to consent under Article 5(3) of the ePrivacy Directive. The collection of IP addresses and behavioural data is processing of personal data under the GDPR, for which you act as controller and Parse.ly acts as processor. Because the data is used to measure audiences rather than to deliver the page itself, an analytics exemption generally does not apply.

Consent

You should obtain prior consent before the Parse.ly tracker loads and sets its cookies. Place the script behind your consent management platform in the analytics category so that it only fires after the user accepts, and ensure that refusing analytics prevents any Parse.ly collection. The consent must be freely given, specific and informed, and users must be able to withdraw it as easily as they gave it.

Data transfers

Parse.ly is a United States vendor, so analytics data is processed in the United States. This is a transfer of personal data outside the European Economic Area and must be covered by an appropriate safeguard, typically Standard Contractual Clauses supplemented by the EU US Data Privacy Framework where Automattic is certified. Record the transfer and the safeguard in your processing records.

Practical compliance steps

Sign a data processing agreement with the vendor, gate the tracker behind consent, list the Parse.ly cookies in your cookie policy, and inform users that analytics data is processed in the United States. Set a reasonable retention period, consider whether IP truncation or other minimisation is available, and keep documentation of the transfer mechanism and your lawful basis.

Compliance

Parse.ly and the GDPR

Parse.ly 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 under Article 6(1)(a) GDPR and Article 5(3) ePrivacy Directive for non essential analytics cookies
Risk level
medium
Applicable regulations
GDPR, ePrivacy Directive

Impact assessment (DPIA)

A full DPIA is not always mandatory for standard content analytics, but a screening assessment is sensible. Consider the volume of visitors tracked, the collection of IP addresses, the United States transfer and whether any data is combined with other sources. If tracking is large scale or combined into richer profiles, a formal DPIA under Article 35 GDPR may be required.

Sample text for your banner

We use Parse.ly to measure how our content performs, including page views and how long visitors engage. This sets analytics cookies and processes data in the United States. We only do this with your consent, and you can change your choice at any time.
Cookies and trackers

What Parse.ly sets and contacts

Tracking method
JavaScript tracker with first party cookies, server side analytics processing
Server location
United States (Parse.ly is operated by Automattic and WordPress VIP)
Data transferred outside the EU
Parse.ly is a United States vendor, so analytics data is processed in the United States. Transfers rely on Standard Contractual Clauses and, where applicable, the EU US Data Privacy Framework.

Cookies set (2)

NameTypeDurationPurpose
_parsely_visitorFirst party analyticsUp to 2 yearsStores a persistent visitor identifier used to recognise returning visitors for content analytics.
_parsely_sessionFirst party analytics30 minutes (session)Stores a session identifier used to group page views into a single browsing session.

Third-party domains contacted (3)

  • parsely.com
  • p1.parsely.com
  • cdn.parsely.com
Questions

Frequently asked questions about Parse.ly

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What cookies and data does Parse.ly set?

Parse.ly sets analytics cookies such as a visitor identifier and a session identifier, often prefixed parsely, for example _parsely_visitor and _parsely_session. It records page URLs, referrers, engagement time, device data and the visitor IP address.

Do I need consent to use Parse.ly?

Yes. Parse.ly analytics cookies are not strictly necessary, so under the ePrivacy rules you need consent before they are set, and the processing of IP and behavioural data requires a lawful basis under the GDPR, in practice consent. Load the tracker only after the user accepts.

What is the legal basis for Parse.ly?

Storing and reading the cookies relies on consent under Article 5(3) ePrivacy, and processing the resulting personal data relies on consent under Article 6(1)(a) GDPR. Legitimate interest is hard to rely on for non essential third party analytics that involves a US transfer.

Does Parse.ly transfer data to the United States?

Yes. Parse.ly is operated by Automattic, a United States company, so analytics data is processed in the US. The transfer must rely on Standard Contractual Clauses and, where applicable, the EU US Data Privacy Framework.

Is a DPIA needed for Parse.ly?

Not always for standard content analytics, but run a screening assessment. If you track very large audiences, collect IP at scale or combine the data into richer profiles, a formal DPIA under Article 35 GDPR may be required.

How do I implement Parse.ly compliantly?

Sign a data processing agreement, gate the tracker behind your consent platform in the analytics category, pass consent state, list the cookies in your cookie policy, set a retention period and document the US transfer mechanism.

What are the alternatives to Parse.ly?

Alternatives include Chartbeat, Google Analytics 4, Matomo and Piano Analytics. EU hosted or self hosted options such as Matomo can reduce transfer concerns. All non essential analytics tools still require consent.

How should I update my cookie policy for Parse.ly?

List the Parse.ly cookies by name, state they are used for content analytics, give their duration, explain that data is processed in the United States by Automattic and tell users how to withdraw consent.

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