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Marketing

Listrak

MarketingOfficial website

Listrak is a US based digital marketing platform focused on retailers, combining email, SMS, identity resolution, predictive analytics and on site personalisation. Its tracking script captures product views, cart events and browse data, links them to a shopper through hashed email matching and stores the LtkAA and LtkBI cookies on the merchant domain. As a marketing tool, it requires prior consent under the GDPR and the ePrivacy Directive.

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Overview

What does Listrak do?

What is Listrak?

Listrak is a US digital marketing platform headquartered in Lititz, Pennsylvania, focused on retail and ecommerce. It combines email marketing, SMS, push, identity resolution, predictive analytics, on site personalisation and integrations with Shopify, Salesforce Commerce Cloud, BigCommerce, Magento and Klaviyo. European retailers selling into North America commonly deploy it via tag managers.

Cookies and identifiers

The Listrak tracking script writes the LtkAA (account anchor) and LtkBI (browse identifier) first party cookies on the retailer domain, plus a session storage entry. When a known shopper logs in or submits a form, Listrak hashes their email and matches it to past sessions, stitching anonymous browsing data into an identifiable customer profile.

GDPR and ePrivacy implications

The Listrak cookies are not strictly necessary, so Article 5(3) ePrivacy requires prior consent. Identity resolution by hashed email and the downstream profiling for predictive segments fall under the GDPR and are based on consent. Marketing emails and SMS follow PECR/LCEN national rules: consent for prospects, soft opt in for similar product communications to existing customers.

Consent management

Block the Listrak tracking script through your CMP until consent is granted. Configure the Listrak Identity Resolution to skip identification for visitors without consent. Use double opt in for email and a separate explicit opt in for SMS, capture the consent text and timestamp in Listrak as proof, and propagate withdrawal of consent across the integration.

Data transfers

Listrak Inc. operates US data centres. The transfer of personal data must rely on the EU U.S. Data Privacy Framework (where Listrak is certified) or on Standard Contractual Clauses signed with the European controller, with documentation in the records of processing and disclosure in the privacy policy.

Implementing Listrak compliantly

Sign the Listrak DPA, gate the script on consent, segment European contacts to apply EU compliant message frequency, set retention periods on inactive customers, document Listrak Inc. as a processor with the US transfer and disclose the integration in the privacy policy.

Compliance

Listrak and the GDPR

Listrak 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
Prior consent under Article 6(1)(a) GDPR and Article 5(3) ePrivacy: Listrak performs cross visit tracking, identity resolution by hashed email and behavioural profiling for personalised email and SMS, all of which require opt in.
Risk level
medium
Applicable regulations
GDPR, ePrivacy Directive, EU U.S. Data Privacy Framework, national PECR/LCEN rules for marketing emails

Impact assessment (DPIA)

A DPIA is recommended because Listrak performs identity resolution through hashed email matching, builds shopper profiles for predictive analytics and transfers data to the United States.

Sample text for your banner

We use Listrak for retail marketing and personalisation. With your consent, Listrak will set tracking cookies, capture your browsing and purchase activity, link it to your customer record and transfer the data to Listrak Inc. in the United States. You can refuse or withdraw your consent at any time from the cookie settings.
Cookies and trackers

What Listrak sets and contacts

Tracking method
JavaScript tracking script (cdn.listrakbi.com / sl.listrakbi.com) embedded on retail websites that captures product views, cart events, browse abandonment and identifies shoppers via the LtkAA / LtkBI cookies, then forwards the events to Listrak servers for email and SMS automation.
Server location
Listrak Inc. data centres in the United States.
Data transferred outside the EU
Page events, IP addresses, browse and cart data are transferred to Listrak Inc. servers in the United States under the EU U.S. Data Privacy Framework or Standard Contractual Clauses.

Cookies set (3)

NameTypeDurationPurpose
LtkAAfirst_party2 yearsAccount anchor cookie set by Listrak on the retailer domain to identify the merchant account context for the visitor.
LtkBIfirst_party2 yearsBrowse identifier used by Listrak to track product views, cart events and link them to a hashed email when the shopper is identified.
LtkPopupOptInfirst_party30 daysStores the dismissal of a Listrak popup or signup form to avoid showing it again during the configured period.

Third-party domains contacted (4)

  • cdn.listrakbi.com
  • sl.listrakbi.com
  • click.listrakbi.com
  • tx.listrakbi.com
Questions

Frequently asked questions about Listrak

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Which cookies does Listrak set?

The Listrak script writes the LtkAA (account anchor) and LtkBI (browse identifier) first party cookies on the retailer domain, plus session storage entries used for browse abandonment automation.

Does Listrak require consent?

Yes. The cookies are not strictly necessary, the identity resolution links anonymous browsing to a hashed email and the marketing emails or SMS need their own opt in, so prior consent under Article 5(3) ePrivacy is required.

What is the legal basis?

Consent for the cookies, the profiling and prospect emails or SMS. Soft opt in based on legitimate interests can apply to similar product emails to existing customers under PECR/LCEN. Order confirmation messages rely on contract performance.

Are data transferred to the United States?

Yes. Listrak Inc. operates US data centres. The transfer relies on the EU U.S. Data Privacy Framework or Standard Contractual Clauses signed in the Listrak DPA.

Do I need a DPIA for Listrak?

A DPIA is recommended due to identity resolution, predictive segmentation and the US transfers. Smaller deployments limited to one off newsletters with EU contacts may be lower risk.

How do I deploy Listrak compliantly?

Sign the DPA, gate the tracking script on consent, separate email and SMS opt ins, capture consent text and timestamp, set retention on inactive customers and document the US transfer in your records of processing.

Are there alternatives to Listrak?

EU and UK based retail marketing platforms include Bloomreach Engagement (Czech Republic), Dotdigital (UK), Emarsys (Austria, owned by SAP) or Klaviyo with EU region (US controller).

How do I update my cookie policy?

Add a section that names Listrak, lists the cookies (LtkAA, LtkBI) with purpose and duration, mentions the email and SMS automation and discloses the transfer to Listrak Inc. in the United States.

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