Vercel Analytics
Vercel Analytics is a privacy first, cookieless web analytics product built into the Vercel platform. It measures page views, custom events and Core Web Vitals through a lightweight JavaScript script without setting cookies or storing persistent identifiers on the visitor device. Unique visitors are estimated from a hash that rotates daily, so individuals cannot be tracked across days or across sites. Because no information is stored on or read from the device, a cookie banner is generally not required, although the processing of IP derived data should still rest on a documented legal basis. Data is processed by Vercel Inc. in the United States.
What does Vercel Analytics do?
Vercel Analytics is the built in web analytics solution of the Vercel hosting platform. It gives teams traffic, audience and performance insight while taking a deliberately privacy first, cookieless approach, which makes it a popular choice for European websites that want measurement without a heavy consent burden.
What Vercel Analytics Is
Vercel Analytics is offered as Web Analytics for page views and custom events and as Speed Insights for Core Web Vitals. It is enabled per project and loads a small script from the Vercel infrastructure. Unlike traditional analytics, it was designed so that measurement does not depend on cookies or on durable visitor identifiers.
What Data It Collects
The script records page paths, referrers, device type, browser, operating system and approximate country derived from the IP address, plus any custom events a developer chooses to send. To count unique visitors, Vercel builds a one way hash from request signals including the IP address and a salt that changes every day. The raw IP is not stored and the hash cannot be reversed, so the same person seen on two different days is counted as two visitors.
Cookies and Cookieless Tracking
Vercel Analytics does not set first party or third party cookies and does not write to local storage for tracking purposes. This is the key difference from tools such as Google Analytics. Because nothing is stored on or read from the device, the storage rules of the ePrivacy Directive are generally not triggered, which is why most sites can run it without a cookie wall.
GDPR and ePrivacy Implications
Even without cookies, the brief processing of an IP address to derive the visitor hash can qualify as processing of personal data under the GDPR. A controller therefore still needs a lawful basis, which for privacy friendly measurement is usually legitimate interest. Transparency obligations also apply, so the privacy policy should describe the tool and the absence of cookies.
Data Transfers Outside the EU
Vercel Inc. is established in the United States and processes analytics data there. Transfers of any personal data outside the EEA are covered by Standard Contractual Clauses in the Vercel data processing agreement. European controllers should sign that agreement and keep a record of the transfer mechanism in their documentation.
Practical Compliance Steps
Sign the Vercel data processing agreement, add Vercel as a processor in your record of processing activities, describe the cookieless analytics in your privacy policy, and confirm with your data protection lead that legitimate interest is documented. If you also send custom events, make sure they never contain names, emails or other directly identifying values.
Vercel Analytics and the GDPR
- Legal basis
- Legitimate Interest
- Risk level
- low
- Applicable regulations
- GDPR, ePrivacy Directive
Impact assessment (DPIA)
Vercel Analytics is low risk because it is cookieless and does not build persistent visitor profiles. A short assessment should still document that IP addresses are processed transiently to derive a daily rotating visitor hash, that no raw IP is stored, that no cross site or cross day tracking occurs, and that aggregated metrics cannot reasonably single out an individual. The main residual point to record is the transfer of event data to the United States and the safeguards applied to it.
Sample text for your banner
This website uses Vercel Analytics to measure aggregated traffic and performance. It does not use cookies and does not store identifiers on your device. Anonymous, aggregated statistics are processed by Vercel Inc. in the United States.
What Vercel Analytics sets and contacts
- Tracking method
- Cookieless JavaScript tag collecting aggregated page views and custom events; unique visitors derived from a daily rotating hash, no persistent identifiers
- Server location
- United States
- Cookieless mode available
- Yes
- Data transferred outside the EU
- Analytics events are processed by Vercel Inc. in the United States. Vercel relies on Standard Contractual Clauses for transfers of any personal data outside the EEA. No cookies or cross site identifiers are stored on the visitor device.
Third-party domains contacted (3)
va.vercel-scripts.comvitals.vercel-insights.comvercel-insights.com
Frequently asked questions about Vercel Analytics
Can't find your question? Write to us, we answer fast.
Does Vercel Analytics set cookies?
No. Vercel Analytics is cookieless. It does not set first party or third party cookies and does not use local storage to track visitors. Unique visitor counts come from a hash that is recomputed each day from request signals, not from a stored identifier.
Do I need consent to use Vercel Analytics?
Because no information is stored on or read from the visitor device, the cookie consent rule of the ePrivacy Directive is generally not triggered, so a cookie banner is usually not required. You should still inform users in your privacy policy and rely on a documented legal basis for the IP based processing.
What is the legal basis for processing?
For privacy friendly, aggregated measurement the usual basis under the GDPR is legitimate interest, since the impact on the individual is minimal and no profiles are built. Document a short balancing test and record the basis in your privacy notice.
Does Vercel Analytics transfer data to the United States?
Yes. Vercel Inc. processes analytics events in the United States. Transfers of any personal data outside the EEA are governed by the Standard Contractual Clauses in the Vercel data processing agreement, which European customers should sign.
Is a DPIA required for Vercel Analytics?
A full DPIA is rarely required because the tool is cookieless, does not profile and does not track across sites. A short risk note documenting the transient IP processing, the daily rotating hash and the US transfer is usually sufficient.
How do I implement Vercel Analytics compliantly?
Enable it per project, sign the Vercel data processing agreement, add Vercel to your processor records, describe the cookieless analytics in your privacy policy, and make sure any custom events you send contain no directly identifying data.
Are there alternatives to Vercel Analytics?
Yes. Other privacy friendly, cookieless options include Plausible, Fathom, Simple Analytics and Matomo configured without cookies. The right choice depends on whether you need self hosting, EU data residency or deeper analysis features.
How should I update my cookie policy for Vercel Analytics?
Since the tool sets no cookies, you do not add it to the cookie table. Instead, mention in the analytics section of your privacy policy that you use a cookieless measurement tool, that no identifiers are stored, and that aggregated data is processed by Vercel in the United States.
Quicq
Quicq is a digital analytics solution that helps businesses measure and understand their online performance through comprehensive data collection and analysis. It provides visitor tracking, behavioral insights, and conversion metrics across websites and applications. Quicq supports custom event tracking, audience segmentation, and automated reporting. With intuitive dashboards and visualization tools, Quicq enables informed decisions that improve experience and drive results.
Sirv
Sirv is a web technology service that provides essential functionality for websites and digital platforms. It delivers core capabilities that support site operations, content delivery, and user experience optimization. Sirv integrates seamlessly with modern web architectures, ensuring reliable performance and compatibility across browsers and devices. Trusted by businesses worldwide, Sirv helps organizations maintain robust websites that meet user expectations and technical requirements.
CDN77
CDN77 is a web technology service that provides essential functionality for websites and digital platforms. It delivers core capabilities that support site operations, content delivery, and user experience optimization. CDN77 integrates seamlessly with modern web architectures, ensuring reliable performance and compatibility across browsers and devices. Trusted by businesses worldwide, CDN77 helps organizations maintain robust websites that meet user expectations and technical requirements.
MizbanCloud
MizbanCloud is a web technology service that provides essential functionality for websites and digital platforms. It delivers core capabilities that support site operations, content delivery, and user experience optimization. MizbanCloud integrates seamlessly with modern web architectures, ensuring reliable performance and compatibility across browsers and devices. Trusted by businesses worldwide, MizbanCloud helps organizations maintain robust websites that meet user expectations and technical requirements.
Google Hosted Libraries
Google Hosted Libraries is a versatile web technology that supports digital platforms with specialized functionality and enhanced capabilities. It provides robust tools and services that integrate with modern websites and applications seamlessly. Google Hosted Libraries is designed to improve operational efficiency, user experience, and digital performance. Trusted by developers and businesses alike, Google Hosted Libraries offers reliable solutions that scale with organizational needs and evolving web standards.
Wangsu
Wangsu is a foundational web service that powers critical website functions and digital experiences. It provides reliable infrastructure, seamless integration capabilities, and consistent performance across all devices and browsers. Wangsu supports modern development practices and scales with growing business needs. With a focus on stability and compatibility, Wangsu ensures your website delivers a smooth, uninterrupted experience to every visitor and search engine crawler.
Make your site compliant today.
Free up to 25,000 sessions a month. No credit card, no commitment.