> How SegMetrics combines web tracking with CRM data, which cookies it sets, and how to use it in a GDPR and ePrivacy compliant way with consent. > > Canonical: https://www.flowconsent.com/en/services/analytics/segmetrics Analytics # SegMetrics Analytics · [Official website](https://segmetrics.io) Marketing attribution and revenue analytics SaaS that tracks visitor journeys and funnel events across CRMs such as Infusionsoft and HubSpot. [Block SegMetrics 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 Analytics - Prior consent Required - Documented cookies 5 - Third-party domains 4 - Servers United States (AWS us-east-1) Overview ## What does SegMetrics do? ## **What is SegMetrics** SegMetrics is a marketing attribution and revenue analytics SaaS used to connect website visits, advertising touchpoints and CRM data into a unified customer journey. It is widely used with Infusionsoft (Keap), HubSpot, ActiveCampaign, Ontraport, Drip and other marketing automation systems. ## **Data collected and how it works** A JavaScript tracking snippet sets first party and third party cookies to identify visitors, attaches UTM parameters and posts pageview and funnel events to SegMetrics servers. The platform then matches these visitor identifiers to CRM contacts via server side integrations, producing attribution and revenue reports. ## **GDPR considerations** SegMetrics performs cross system identification of identified or identifiable customers, which qualifies as marketing tracking. Prior consent is required under the ePrivacy Directive Art. 5(3) and GDPR Art. 6(1)(a), and transfers to the United States must be covered by appropriate safeguards. ## **Risks and mitigations** Because SegMetrics combines pseudonymous web identifiers with CRM personal data (email, name, purchase history), it creates a detailed marketing profile. Mitigations include strict consent gating, signing a data processing agreement with SegMetrics, limiting the contact fields shared via CRM integrations, and applying retention policies. ## **Implementation best practices** Load the SegMetrics tag through a consent management platform, in the marketing category, and pause CRM webhook ingestion for unconsented contacts where feasible. Maintain a record of processing, ensure your CRM integration is configured under the same legal basis, and update the cookie policy and privacy notice accordingly. Compliance ## SegMetrics and the GDPR SegMetrics 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 (GDPR Art. 6(1)(a)) and ePrivacy Directive Art. 5(3) for cookie storage - Risk level high - Applicable regulations GDPR, ePrivacy Directive, TTDSG, LIL, LOPDGDD ### Impact assessment (DPIA) A DPIA is recommended given the systematic cross system profiling, identification of customers and US data transfers. Document the data flows from the website tag and from each CRM integration, retention, transfer safeguards, and risks of re identification and profiling. ### Sample text for your banner > We use SegMetrics to understand which marketing actions lead to sales. This service sets cookies, combines them with our CRM data and transfers information to the United States. You can accept or refuse from our consent banner. Cookies and trackers ## What SegMetrics sets and contacts - Tracking method JavaScript tracking snippet that identifies visitors and posts funnel and revenue events to SegMetrics servers, combined with server side webhooks from CRMs (Infusionsoft, HubSpot, ActiveCampaign, Ontraport, etc.) for attribution. - Server location United States (AWS us-east-1) - Data transferred outside the EU Visitor and customer data is transmitted to SegMetrics servers in the United States; transfers from the EU require Standard Contractual Clauses or DPF certification with supplementary measures. ### Cookies set (5) | Name | Type | Duration | Purpose | | ----------- | --------- | ---------- | --------------------------------------------------------------------------------------------------------------------- | | sm\_uid | marketing | 2 years | Persistent visitor identifier used by SegMetrics to recognise returning visitors and match them with CRM contacts. | | sm\_sid | marketing | 30 minutes | Session identifier used by SegMetrics to group page and funnel events within a single visit. | | sm\_first | marketing | 2 years | Stores the UTM parameters and referrer of the first visit for attribution. | | sm\_last | marketing | 90 days | Stores the UTM parameters and referrer of the most recent visit for attribution. | | sm\_visitor | marketing | 2 years | Third party identifier on segmetrics.com used for cross site identification when integrated with multiple properties. | ### Third-party domains contacted (4) - `segmetrics.com` - `app.segmetrics.com` - `cdn.segmetrics.com` - `tracking.segmetrics.com` Questions ## Frequently asked questions about SegMetrics Can't find your question? Write to us, we answer fast. [Write to us](https://www.flowconsent.com/en/demo) ### What cookies does SegMetrics set? SegMetrics sets first party cookies on the publisher domain (typically with sm\_ prefix) to store a visitor identifier and the UTM and referrer of the first and last visit. It may also set third party cookies on segmetrics.com to enable cross site identification when integrated with multiple properties. These cookies are not strictly necessary and require consent. ### Is user consent required before loading SegMetrics? Yes. SegMetrics performs marketing attribution that combines pseudonymous identifiers with CRM personal data, so prior, specific and informed consent is required under Article 5(3) of the ePrivacy Directive and the GDPR. The script and CRM ingestion of unconsented contacts should be blocked until consent is granted. ### What is the legal basis for processing personal data via SegMetrics? The legal basis is the data subject consent under Article 6(1)(a) of the GDPR, in combination with Article 5(3) of the ePrivacy Directive for the storage and reading of cookies. The same consent must cover the CRM integration when CRM data is enriched in SegMetrics. ### Does SegMetrics transfer data outside the EU? Yes. SegMetrics is a US company and processes data on US infrastructure, so transfers from the EU to the US occur. They must rely on the EU US Data Privacy Framework where applicable, or on Standard Contractual Clauses with documented supplementary measures. ### Is a DPIA required when using SegMetrics? A DPIA is strongly recommended because SegMetrics enables systematic profiling of identified individuals, combines several data sources and involves transfers to a third country. The DPIA should describe each integrated CRM, the data shared, retention and risk mitigation measures. ### How do I correctly implement SegMetrics in a GDPR compliant way? Load the SegMetrics tag only after marketing consent through a CMP, sign a data processing agreement, and limit the contact fields shared via the CRM integration to what is necessary. Configure cookie durations sensibly, apply retention policies and document data flows in your records of processing. ### Are there privacy friendly alternatives to SegMetrics? Alternatives include server side attribution with EU hosted tools such as Matomo or Piwik PRO, native CRM reporting, or EU based attribution platforms. Choosing tools with EU hosting and minimal personal data sharing helps reduce risks tied to third country transfers. ### How should I update my cookie policy to mention SegMetrics? List SegMetrics in your cookie policy under marketing or attribution, with cookie names, durations and purposes. Explain that data is combined with CRM information and transferred to the United States, mention the transfer mechanism (DPF or SCCs) and provide a link to SegMetrics privacy notice. 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