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Usabilla

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Usabilla is a voice of customer platform owned by SurveyMonkey that runs in page feedback buttons, surveys and email surveys to capture user input.

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Overview

What does Usabilla do?

What is Usabilla

Usabilla is a voice of customer (VoC) platform founded in Amsterdam and acquired by SurveyMonkey (now Momentive, then SurveyMonkey again) in 2019. It offers a feedback button widget, in page surveys, email surveys and mobile SDKs that brands use to ask visitors for ratings, comments and screenshots of issues.

What cookies and data Usabilla collects

The Usabilla widget writes ubvs (visitor session), ubvt (visitor token) and ubcm (campaign exposure) cookies, plus localStorage entries. The platform receives the visitor IP, user agent, the page URL, the survey responses, an optional screenshot of the page (with annotations), the answer to NPS and CSAT questions and any custom data you push via getuserdata.

GDPR and ePrivacy implications

Loading the Usabilla widget reads and writes on the user device, so Article 5(3) of the ePrivacy Directive requires consent on public pages. The screenshot capture is particularly sensitive because it can include personal data visible on the page (eg an order confirmation showing a name and address). Always offer a disable screenshot option.

Consent and legal basis

Consent before loading on public sites. Contract performance for in product surveys offered to authenticated customers as part of the service experience. Sensitive surveys (health, beliefs) require Art. 9 GDPR explicit consent. Employee feedback requires legitimate interest and works council involvement.

Data transfers and hosting

Usabilla data is processed at rest in Amsterdam, which is a strong EU residency. However, SurveyMonkey is US headquartered and its global support and engineering teams may access data from the US. Cover the transfer with the EU US Data Privacy Framework and Standard Contractual Clauses in the Usabilla / SurveyMonkey DPA.

Practical compliance steps

Block the widget until consent. Turn off screenshot capture when not strictly necessary; mask personal data overlays when used. Limit retention of feedback to the minimum needed for product decisions. Mask IP addresses to /24 if granular geolocation is not needed. Sign the Usabilla / SurveyMonkey DPA and document the processing.

Compliance

Usabilla and the GDPR

Usabilla is classified as “Preferences”. 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) for the embedded feedback widget on public sites; contract performance (Art. 6(1)(b) GDPR) for surveys offered to authenticated customers
Risk level
medium
Applicable regulations
GDPR, ePrivacy Directive, EU US Data Privacy Framework

Impact assessment (DPIA)

A DPIA is recommended when Usabilla collects employee feedback in the workplace, when minors interact, when sensitive topics are surveyed, or when responses feed automated NPS based decisions.

Sample text for your banner

We use Usabilla to collect feedback on our pages. Usabilla writes cookies on your device and shares your IP, browser context and answers with Usabilla B.V. (a SurveyMonkey company) in Amsterdam, with possible US access. We only load the widget if you accept.
Cookies and trackers

What Usabilla sets and contacts

Tracking method
JavaScript widget loading feedback buttons, in page surveys and form intercepts for voice of customer research
Server location
European Union (Amsterdam) with parent company SurveyMonkey (Momentive) in San Mateo, California
Data transferred outside the EU
Usabilla data is processed in Amsterdam, but its parent company SurveyMonkey is US headquartered. Support and engineering operations may access data from the US. Transfers rely on the EU US Data Privacy Framework and Standard Contractual Clauses in the Usabilla / SurveyMonkey data processing addendum.

Cookies set (3)

NameTypeDurationPurpose
ubvsthird_partysessionIdentifies the current Usabilla visitor session
ubvtthird_party1 yearPersistent visitor token used to deduplicate feedback submissions
ubcmthird_party6 monthsRecords that the visitor has been exposed to a feedback campaign

Third-party domains contacted (3)

  • usabilla.com
  • w.usabilla.com
  • api.usabilla.com
Questions

Frequently asked questions about Usabilla

Can't find your question? Write to us, we answer fast.

Which cookies does Usabilla set?

Usabilla writes ubvs (visitor session), ubvt (visitor token) and ubcm (campaign exposure). Some templates add a screenshot cache cookie. Mobile SDKs use device storage instead of cookies.

Is consent required for Usabilla?

Yes for public website widgets. The script writes to the user device, the screenshot capture may collect personal data visible on the page, and feedback responses are personal data. Authenticated in product surveys can rely on contract performance.

Which GDPR legal basis applies?

Consent for public widgets. Contract performance for in product NPS, CSAT and CES surveys delivered as part of the service. Sensitive surveys need Art. 9 GDPR explicit consent.

Are there transfers to the United States?

Usabilla data is stored in Amsterdam. SurveyMonkey personnel in the US can still access the system for support, so transfers may occur and rely on the EU US Data Privacy Framework and Standard Contractual Clauses.

Do I need a DPIA?

Recommended for employee feedback, surveys about minors, sensitive topics, or when NPS scores feed automated decisions.

How do I deploy Usabilla compliantly?

Block the widget until consent, disable screenshots when not needed, mask personal data on screen for sensitive forms, set short retention, mask IP addresses and sign the SurveyMonkey DPA.

Are there alternatives to Usabilla?

LimeSurvey (Germany), Hotjar (Malta, now Contentsquare), Mopinion (Netherlands), Survicate (Poland), Tally (Belgium), Typeform with EU data residency.

How do I update my cookie policy?

List the ubvs, ubvt and ubcm cookies with purpose, duration and controller. Specify the Amsterdam data residency, the SurveyMonkey ownership and the EU US Data Privacy Framework basis for any transfer.

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