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Splitbee is a privacy friendly analytics and A/B testing tool that collects data at the edge with no third party requests. It can run in a cookieless mode that avoids storing a persistent identifier, although its default configuration stores a visitor identifier for returning user recognition and experiment assignment. Splitbee was acquired by Vercel in 2022 and its approach now lives on within Vercel Analytics.
Splitbee is a privacy friendly, all in one analytics and conversion tool that combines website analytics, funnels, automations and A/B testing. It collects data at the edge with no third party requests, which keeps the integration first party and fast. A defining feature is that it can run in a cookieless mode, although its default configuration stores a visitor identifier so that returning users and experiment assignments can be recognised. Splitbee was acquired by Vercel in 2022 and has since been sunset as a standalone product, with its privacy friendly approach continued within Vercel Analytics. Website owners install a small JavaScript snippet, and a single page application library is available for frameworks such as Next.js.
In its default mode Splitbee stores a first party visitor identifier so it can recognise returning visitors and keep A/B test assignments consistent. This identifier can be held in a cookie or in browser localStorage depending on configuration. It collects pageviews, custom events, funnel steps, referrers, device and browser information and the assigned experiment variant. Splitbee also offers a disableCookie option that switches to a cookieless mode in which no persistent identifier is retained, reducing the personal data involved. When the cookieless mode is active there is little or no client side storage to declare, whereas the default mode does require disclosure of the identifier.
Under the ePrivacy Directive, storing a visitor identifier that is not strictly necessary requires prior consent, so the default Splitbee mode triggers the consent requirement. Under the GDPR the identifier and the experiment assignment are personal data, and A/B testing constitutes a form of profiling that needs a clear lawful basis. The cookieless mode changes the picture, because without a persistent identifier the device storage trigger may not apply and a legitimate interest basis becomes more defensible. National rules such as the German TTDSG focus on access to device storage, which the cookieless mode largely avoids. You should decide which mode you run and align your legal basis accordingly.
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If you run Splitbee in its default identifier mode, load the snippet only after consent is captured through your consent management platform, and assign it to the analytics category. Configure the platform to block the script by default and fire it on the consent event, and provide an easy way to withdraw consent. If you enable the cookieless mode, many operators rely on legitimate interest and disclose the tool in the privacy policy rather than gating it, although a conservative stance still places it behind consent. Because A/B testing involves variant assignment, make sure the consent text or privacy notice mentions experimentation, not just basic analytics. Document which mode and basis you have chosen so your records are consistent.
Splitbee collected data at the edge and processed it on cloud infrastructure that includes United States servers, so a transfer outside the EEA can occur. Since the acquisition the technology sits within Vercel, which operates globally distributed edge infrastructure that also includes United States locations. Transfers to the United States should be covered by Standard Contractual Clauses and, where applicable, the EU US Data Privacy Framework. You should record these transfers in your records of processing and reference the safeguards in your privacy policy. Using the cookieless mode reduces the personal data transferred, because no persistent identifier is sent.
Decide whether to run Splitbee in its default identifier mode or the cookieless mode, and document the matching legal basis. Sign a data processing agreement with the current provider and confirm the data location and retention now that the service sits within Vercel. If you keep the default mode, block the snippet until consent is captured and list the visitor identifier in your cookie policy with its purpose and duration. Describe the analytics and A/B testing clearly, and record the United States transfers and their safeguards. Review the configuration periodically, especially because the product has migrated and its terms may have changed.
Websites using Splitbee must obtain user consent under GDPR regulations.
DPIA considerations
A data protection impact assessment should be considered when Splitbee is used for A/B testing or when its default identifier based mode is enabled, because experiment assignment and returning user recognition involve profiling. The assessment should record whether the cookieless mode is active, the categories of data, retention and the lawful basis. International transfers to United States infrastructure must be documented, along with the safeguards that cover them. If you use only the cookieless, aggregated mode, the risk is lower and a lighter assessment may suffice. Because Splitbee has moved to Vercel, you should also confirm the current processing terms and data location for the successor service.
Sample consent text
We use Splitbee for privacy friendly analytics and A/B testing. This may store a visitor identifier to measure performance and show experiment variants. Do you accept these analytics cookies?
Third-party domains contacted
cdn.splitbee.iohive.splitbee.iosplitbee.ioCookies placed
| Name | Type | Duration | Purpose |
|---|---|---|---|
| sb_uid | first party analytics | up to 1 year | Stores a first party visitor identifier so returning visitors are recognised and A/B test assignments stay consistent. Set in the default mode and omitted when the disableCookie cookieless mode is enabled. |
| splitbee local storage entry | local storage | until cleared | In the default mode Splitbee may store the visitor identifier in browser localStorage instead of a cookie depending on configuration. No persistent identifier is stored when the cookieless mode is active. |
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In its default mode Splitbee stores a first party visitor identifier, held either in a cookie or in browser localStorage, to recognise returning visitors and keep A/B test assignments consistent. It also records pageviews, events, funnel steps and the assigned experiment variant. When the disableCookie option is enabled it runs cookieless and no persistent identifier is stored.
Yes in the default configuration, because the stored visitor identifier is not strictly necessary and A/B testing involves profiling, so the ePrivacy Directive requires prior consent. If you enable the cookieless mode, consent may not be triggered and legitimate interest can be considered. You should block the snippet until consent is captured when running the default mode.
In the default mode the lawful basis is consent under GDPR Article 6(1)(a), because Splitbee stores an identifier and runs experiments. In the cookieless mode, where only aggregated, non profiling measurement takes place, legitimate interest under Article 6(1)(f) may apply with a documented balancing assessment. Choose the basis that matches the mode you actually run.
Yes. Splitbee processed data on infrastructure including United States servers, and since the Vercel acquisition it runs on globally distributed edge infrastructure that also includes United States locations. These transfers rely on Standard Contractual Clauses and, where applicable, the EU US Data Privacy Framework. The cookieless mode reduces the personal data transferred because no persistent identifier is sent.
A data protection impact assessment should be considered when you run A/B testing or the default identifier mode, because experiment assignment is a form of profiling. The assessment should record the mode in use, the data categories, retention and the United States transfers. If you use only the cookieless, aggregated mode the risk is lower and a lighter assessment may suffice.
Decide between the default identifier mode and the cookieless mode, then document the matching legal basis and sign a data processing agreement. In the default mode, block the snippet until consent is captured and list the visitor identifier in your cookie policy. Confirm the current data location now that the service sits within Vercel and record the United States transfers.
Because Splitbee was absorbed into Vercel, Vercel Analytics is the direct successor. Other privacy friendly analytics and experimentation options include Plausible, Fathom, Panelbear and Cronitor for measurement, and GrowthBook or PostHog for A/B testing and feature flags. Cookieless options can reduce or remove the need for a consent banner.
State whether you run the default identifier mode or the cookieless mode, and in the default mode list the visitor identifier with its purpose and duration. Describe the analytics and A/B testing, and mention the United States transfers and the safeguards used. Because the product has moved to Vercel, review the entry to make sure the provider and terms are current.