Leadpages

What Is Leadpages?

Leadpages is a cloud based landing page builder and lead generation platform developed by Avenue 81 Inc., headquartered in Minneapolis, Minnesota. It enables marketers, entrepreneurs, and small businesses to create conversion optimised landing pages, pop up forms, alert bars, and complete websites without coding. Key features include drag and drop page building, A/B split testing, real time analytics, and integrations with popular email marketing platforms, CRMs, and payment processors. Leadpages landing pages are hosted on Leadpages' infrastructure or can be published to custom domains.

Cookies and Data Collected by Leadpages

Leadpages sets first party cookies for session management, form state tracking, and A/B test assignment. Landing pages built with Leadpages typically also load third party tracking scripts configured by the user, including Google Analytics, Meta Pixel, Google Ads conversion tags, and other marketing pixels. The platform collects form submission data (any fields the user configures: email, name, phone number, company, custom fields), visitor analytics (page views, conversion rates, traffic sources), and A/B test variant assignments. Leadpages also integrates with email service providers and CRMs, forwarding collected lead data to these third party platforms automatically.

GDPR and ePrivacy Implications

Leadpages raises important GDPR considerations as landing pages are specifically designed to collect personal data from visitors. Every form submission constitutes personal data processing, and the third party marketing integrations create multiple data controller and processor relationships. Leadpages provides a DPA for customers subject to GDPR. As a US based company with US hosted infrastructure, all form data and analytics are processed outside the EEA. The platform does not currently offer EU data residency. Organisations using Leadpages must implement consent mechanisms for both cookie tracking and form data collection, particularly when targeting EU audiences.

Consent and Legal Basis Requirements

Consent is the primary legal basis for Leadpages data processing. Landing page form submissions from EU visitors should be based on freely given, specific, informed consent (Art. 6(1)(a)). Forms should include clear privacy notices explaining what data is collected, how it will be used, which third parties receive the data, and the visitor's rights. Cookie consent under the ePrivacy Directive is required before loading any analytics or marketing cookies on landing pages. A/B testing cookies should also be included in the consent mechanism. Double opt in for email marketing lists is recommended for GDPR compliance.

International Data Transfers

Leadpages is US based with all infrastructure hosted on AWS in the United States. All form submission data, analytics data, and page content is stored in the US. No EU data residency option is available. International transfers are covered by SCCs in the Leadpages DPA. Additionally, the third party integrations connected to Leadpages (email platforms, CRMs, advertising networks) may each involve separate international transfers that must be assessed independently. Organisations should document all data flows from Leadpages forms to downstream systems in their Records of Processing Activities.

Practical Compliance Steps

To achieve GDPR compliance with Leadpages: execute the Leadpages DPA. Implement a cookie consent banner on all landing pages before loading analytics and marketing scripts. Add clear privacy notices to all forms explaining data collection purposes and third party sharing. Implement double opt in for email marketing sign ups. Minimise form fields to only collect necessary data. Audit all third party integrations connected to Leadpages and verify each has a DPA. Review A/B testing practices to ensure variants do not process unnecessary personal data. Configure data retention and regularly purge old lead data. Include a link to your privacy policy on every landing page. Document all Leadpages data flows in your Records of Processing Activities.