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Marketing

ActiveCampaign

Marketing

ActiveCampaign is a US-based email marketing, marketing automation, and CRM platform combining email campaigns, automated workflows, contact scoring, site tracking, and SMS marketing. An EU data centre option is available on certain plans. Consent is required for marketing emails and site tracking cookies. ActiveCampaign provides built-in GDPR features including subscription management, consent tracking, and data export/deletion tools.

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Overview

What does ActiveCampaign do?

What is ActiveCampaign?

ActiveCampaign is a customer experience automation platform combining email marketing, marketing automation, CRM, and SMS marketing. It enables businesses to create sophisticated multi-step automation workflows, segment contacts based on behaviour and demographics, score leads based on engagement, and deliver personalised communications across email, SMS, and on-site messages. It is popular with e-commerce businesses, SaaS companies, and agencies.

Site tracking and cookies

ActiveCampaign's site tracking feature installs a JavaScript snippet that tracks page visits and links browsing behaviour to specific contact records. When a known contact (identified via email link click) visits the website, their browsing activity is recorded in ActiveCampaign. This requires consent under the ePrivacy Directive. Block the ActiveCampaign site tracking script via your CMP until analytics consent is given.

EU data centre

ActiveCampaign offers an EU data centre for customers who select it. When the EU data centre is configured, contact data and marketing automation data are stored and processed within the EU, eliminating the need for SCCs for primary data flows. Verify EU data centre availability for your plan with ActiveCampaign support.

Consent and subscription management

ActiveCampaign provides tools for managing marketing consent: subscription forms with consent checkboxes, double opt-in, unsubscribe handling, and contact tags for tracking consent status. Use these features to record the legal basis for each contact's marketing communications. Configure ActiveCampaign's custom fields to store consent timestamps and sources.

Practical compliance steps

Sign the ActiveCampaign DPA. Enable EU data centre if available on your plan. Implement double opt-in for all EU marketing lists. Block site tracking script via CMP until consent. Record consent with custom fields. Use ActiveCampaign's data deletion features for erasure requests. Add ActiveCampaign to your privacy policy covering email, CRM, and site tracking processing.

Compliance

ActiveCampaign and the GDPR

ActiveCampaign is classified as “Marketing”. 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 (Art. 6(1)(a) GDPR) required for email marketing and site tracking cookies. Legitimate interest (Art. 6(1)(f)) may apply for existing customer CRM data and B2B prospecting. Different legal bases apply to different ActiveCampaign features.
Risk level
medium
Applicable regulations
GDPR, ePrivacy Directive, SCCs for US deployments

Impact assessment (DPIA)

A DPIA is recommended for large-scale ActiveCampaign deployments combining detailed contact profiling, behavioural scoring, automated decision-making (lead scoring), and cross-channel marketing automation across many EU contacts.

Sample text for your banner

I agree to receive marketing emails and communications from [Brand]. I understand I can unsubscribe at any time. My data will be processed in accordance with the privacy policy. ActiveCampaign is used to manage communications on our behalf.
Cookies and trackers

What ActiveCampaign sets and contacts

Tracking method
Email marketing, marketing automation, CRM, site tracking script, first-party cookies, event tracking, SMS marketing
Server location
United States with EU data centre option
Data transferred outside the EU
ActiveCampaign is a US-based email marketing and CRM platform. An EU data centre is available for subscribers on certain plans. Standard deployments process data on US infrastructure requiring SCCs. ActiveCampaign provides a GDPR-compliant DPA.

Cookies set (2)

NameTypeDurationPurpose
ac_enable_trackingpersistent1 yearActiveCampaign site tracking consent flag recording whether visitor has consented to behaviour tracking
__ss_tksessionSessionActiveCampaign session tracking token linking web visits to known contact records

Third-party domains contacted (3)

  • activecampaign.com
  • trackcmp.net
  • activehosted.com
Questions

Frequently asked questions about ActiveCampaign

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Does ActiveCampaign require GDPR consent?

Yes for marketing emails and site tracking cookies. Marketing emails require valid opt-in consent. The site tracking script requires consent before loading under the ePrivacy Directive. ActiveCampaign CRM contacts of existing customers may rely on legitimate interest.

Does ActiveCampaign offer an EU data centre?

Yes. ActiveCampaign offers an EU data centre for subscribers on eligible plans. When configured, contact and automation data is stored within the EU, eliminating SCCs for primary data flows. Verify EU data centre availability for your plan with ActiveCampaign support.

What cookies does ActiveCampaign set?

ActiveCampaign sets ac_enable_tracking (consent tracking, 1 year), __ss_tk (session tracking), and site tracking cookies when the tracking script is installed. These require consent under the ePrivacy Directive before loading.

How does ActiveCampaign site tracking work?

When a contact clicks a link in an ActiveCampaign email, they are cookied with their contact identity. Subsequent page visits on your site are then linked to their contact record in ActiveCampaign. This links browsing behaviour to identified individuals, requiring consent.

What legal basis applies to ActiveCampaign?

Consent for marketing emails, site tracking cookies, and SMS marketing. Legitimate interest for CRM records of existing customers, transactional emails, and internal pipeline management. Document the basis per contact using ActiveCampaign custom fields.

How do I implement double opt-in in ActiveCampaign?

Create a confirmation automation triggered by form submissions that sends a confirmation email. Only add contacts to your main marketing list after confirmation link click. ActiveCampaign's opt-in confirmation feature simplifies this workflow.

How do I handle erasure requests in ActiveCampaign?

Delete the contact record in ActiveCampaign which removes all associated data (email history, automation logs, custom fields). Use the ActiveCampaign API for programmatic deletion. Respond to erasure requests within 30 days.

Are there EU-based alternatives to ActiveCampaign?

Brevo (France) provides email marketing, automation, CRM, and SMS with EU data residency. Mailjet (France) covers email. For full marketing automation with EU hosting, Brevo is the most feature-comparable European alternative.

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