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Personalization

AB Tasty

Analytics

AB Tasty is a French A/B testing, personalisation, and feature management platform used by marketing and growth teams to run experiments and personalise user experiences. As a French company with EU infrastructure, it is one of the most GDPR-compliant options in its category. However, A/B testing cookies, heatmaps, and personalisation profiles still require visitor consent under the ePrivacy Directive and CNIL guidelines.

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Overview

What does AB Tasty do?

What is AB Tasty?

AB Tasty is a French A/B testing, multivariate testing, personalisation, and feature flagging platform founded in Paris in 2013. It enables marketing and product teams to run controlled experiments on web and mobile properties, personalise content based on audience segments, conduct funnel analysis, and roll out new features progressively. As a French company with servers in Europe, AB Tasty is built with GDPR compliance as a core principle, unlike many US-headquartered alternatives.

Cookies and tracking: what AB Tasty collects

AB Tasty sets cookies to assign visitors to test variants and track their behaviour across sessions. Core cookies include a visitor ID cookie (ab.storage.visitorId), a session cookie, and test assignment cookies. Heatmap and session replay features record mouse movements, clicks, and scrolling. These features may inadvertently capture form inputs or sensitive user behaviour, requiring careful configuration of data masking to avoid capturing personal data.

GDPR and ePrivacy: consent is required

Despite being a French company compliant with GDPR, the CNIL (French data protection authority) guidelines and the ePrivacy Directive require consent before placing A/B testing cookies on user devices. The CNIL classifies audience measurement and A/B testing tools as requiring consent unless they meet strict exemption criteria for purely internal analytics. AB Tasty standard deployment requires consent opt-in before the script loads.

Data transfers and EU advantage

AB Tasty processes all data within the EU, making it a strong choice for European organisations that want to avoid US transfer complexity. No Standard Contractual Clauses or adequacy decisions are needed. AB Tasty provides a GDPR-compliant DPA as part of its standard contracts. This EU-native positioning differentiates it from US competitors like Optimizely and VWO.

Practical compliance steps

Load AB Tasty only after consent is obtained via your consent management platform. Configure heatmap and session replay with input masking to avoid capturing personal data. Sign the AB Tasty DPA. Add AB Tasty to your cookie policy describing the visitor ID and test assignment cookies. Implement consent-based loading in your CMP with AB Tasty listed in the analytics or personalisation category.

Compliance

AB Tasty and the GDPR

AB Tasty is classified as “Analytics”. 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 A/B testing cookies, personalisation profiling, and heatmap/session replay features under the ePrivacy Directive. Strictly necessary variant assignment may be possible without consent for purely technical tests, but any profiling or analytics component requires consent.
Risk level
medium
Applicable regulations
GDPR, ePrivacy Directive, CNIL guidelines on cookies and trackers

Impact assessment (DPIA)

A DPIA is recommended for large-scale behavioural profiling and personalisation deployments. AB Tasty session replay and heatmap features record user interactions and may capture sensitive form data, requiring specific data minimisation configuration and consent.

Sample text for your banner

We use AB Tasty to run A/B tests and personalise your experience on this website. AB Tasty uses cookies to assign you to test variants and measure results. You can refuse these cookies without affecting core website functionality.
Cookies and trackers

What AB Tasty sets and contacts

Tracking method
JavaScript tag, first-party and third-party cookies, session replay, A/B test assignment cookies, heatmaps
Server location
European Union (AB Tasty is a French company with EU infrastructure)

Cookies set (2)

NameTypeDurationPurpose
ab.storage.visitorIdpersistent13 monthsAB Tasty unique visitor identifier for test variant assignment and cross-session tracking
ab.storage.sessionIdsessionSessionAB Tasty session identifier for grouping visitor interactions within a single session

Third-party domains contacted (3)

  • abtasty.com
  • try.abtasty.com
  • static.abtasty.com
Questions

Frequently asked questions about AB Tasty

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Does AB Tasty require GDPR consent?

Yes. AB Tasty sets cookies for test assignment and visitor tracking. Under the ePrivacy Directive and CNIL guidelines, these cookies require opt-in consent before the AB Tasty script loads. Integrate AB Tasty loading with your CMP consent callback.

What cookies does AB Tasty set?

AB Tasty sets ab.storage.visitorId (persistent visitor ID, 13 months), ab.storage.sessionId (session identifier), and various test assignment cookies. Heatmap and session replay features may set additional tracking cookies.

Does AB Tasty transfer data outside the EU?

No. AB Tasty is a French company processing all data within the EU. No Standard Contractual Clauses or adequacy decisions are required, making it simpler to comply with GDPR than US-based competitors.

Is AB Tasty session replay GDPR compliant?

Session replay can be compliant if properly configured. Enable input field masking to prevent capture of form data. Obtain consent before activating session replay. Configure AB Tasty to exclude sensitive pages (login, checkout, health forms). Do not capture keystrokes.

What is the legal basis for AB Tasty?

Consent (Art. 6(1)(a)) for cookie-based A/B testing and personalisation. There is no legitimate interest exemption for placing non-essential cookies on user devices under the ePrivacy Directive regardless of the underlying GDPR legal basis.

Do I need a DPIA for AB Tasty?

A DPIA is recommended for large-scale personalisation and behavioural profiling deployments. For simple A/B testing without profiling, a DPIA may not be required, but a risk assessment of the session replay and heatmap features is advisable.

How do I add AB Tasty to my cookie policy?

List the AB Tasty cookies in your cookie policy under the Analytics or Personalisation category. Include: cookie name, purpose, duration, and classify as non-essential requiring consent. Your CMP should be configured to block AB Tasty until consent is given.

Are there GDPR-compliant alternatives to AB Tasty?

AB Tasty itself is one of the most GDPR-compliant A/B testing options due to its EU infrastructure. Other EU alternatives include Convert Experiences and Kameleoon (both EU-hosted). US alternatives like Optimizely and VWO require SCCs and additional compliance steps.

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