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SegmentStream is a predictive analytics and conversion attribution platform that applies machine learning to behavioural data to forecast conversion probability.
SegmentStream is a predictive analytics and conversion attribution platform operating from the United Kingdom and the European Union. It applies machine learning to behavioural data so marketers can estimate the conversion probability of each visit and attribute value across channels. The aim is to optimise spend even when cookie windows are short or consent limits classic tracking.
SegmentStream collects behavioural events such as page views, clicks, scroll depth, session timing and campaign parameters, and it can set cookies or use storage to hold a pseudonymous identifier. These signals feed machine learning models that build a predictive profile of each visitor. Because the platform infers likely future behaviour, the processing goes beyond plain measurement.
Collecting behavioural data and building predictive profiles is processing of personal data and engages the profiling rules of the GDPR and UK GDPR. The ePrivacy Directive requires prior consent before non essential cookies or storage are used. The predictive, profile based nature of the analysis raises the risk level and the duty to explain the logic clearly to visitors.
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Behavioural profiling requires freely given, specific, informed and unambiguous consent before SegmentStream begins collecting data. The tag and any storage must remain blocked until the visitor opts in through your consent banner, and withdrawing consent must be straightforward. Given the profiling, legitimate interest is generally not a sufficient basis for this kind of predictive analytics.
SegmentStream operates from the United Kingdom and the European Union and relies on cloud infrastructure that may process data outside the EEA. Transfers to the United Kingdom rest on the UK adequacy decision, while onward cloud processing should rely on Standard Contractual Clauses or the EU US Data Privacy Framework. Confirm the processing regions in your contract and retain the data processing agreement.
Block the SegmentStream tag behind a consent management platform and integrate consent signals so models only use data from visitors who opted in. Complete a data protection impact assessment that covers the model inputs and any automated effects, minimise the events you send and confirm the cloud regions. Finally, describe the predictive profiling in your privacy policy and list the cookies it uses.
Websites using SegmentStream must obtain user consent under GDPR regulations.
DPIA considerations
A data protection impact assessment is strongly recommended because SegmentStream builds predictive profiles from behavioural data using machine learning. Assess the inputs to the model, the potential for automated decisions and any transfers to cloud regions outside the EEA.
Sample consent text
We use SegmentStream to analyse your browsing behaviour with machine learning and predict how likely a visit is to convert. This involves behavioural profiling. Do you consent?
Third-party domains contacted
segmentstream.comapi.segmentstream.comcdn.segmentstream.comCookies placed
| Name | Type | Duration | Purpose |
|---|---|---|---|
| _ss_id | Analytics | 1 year | Holds a pseudonymous identifier used to associate behavioural events with a visitor for predictive modelling. |
| _ss_session | Analytics | Session | Groups events within a single visit so the model can evaluate the current session. |
SegmentStream collects user analytics data — you legally need a consent banner. Try FlowConsent free.
Yes. SegmentStream can set cookies or use browser storage to hold a pseudonymous identifier and collect behavioural events for its models. Run a cookie scan so you can list each item and its duration in your notice.
Yes. Because it collects behavioural data and builds predictive profiles, you need prior, freely given consent before the tag or any storage activates. Keep it blocked until the visitor opts in.
The appropriate legal basis is consent under Article 6(1)(a) GDPR. Given the behavioural profiling, legitimate interest is generally not sufficient for this type of predictive analytics.
It can. Transfers to the United Kingdom rely on the UK adequacy decision, while onward cloud processing should rely on Standard Contractual Clauses or the EU US Data Privacy Framework. Confirm the regions in your contract.
A data protection impact assessment is strongly recommended because predictive profiling with machine learning is high risk. Assess the model inputs, any automated effects and the cloud processing locations.
Block the tag behind a consent management platform, pass consent signals so models only use opted in data and minimise the events you send. Complete a DPIA, confirm the cloud regions and describe the predictive profiling in your privacy policy.
EU hosted, consent aware analytics or first party measurement tools can reduce profiling and transfer risk. Whichever you pick, apply consent, data minimisation and clear documentation of any modelling.
Add SegmentStream to the analytics category, explain the behavioural collection and predictive profiling, list the cookies or storage with their durations and disclose any processing outside the EEA. Update it whenever your configuration changes.