Convert
Convert, also known as Convert Experiences, is an A/B testing and experimentation platform. It assigns visitors to different variations of a page, measures which version performs better against defined goals, and reports the results. To do this it sets cookies that remember a visitor and the variation they were shown and records conversion events, along with the IP address and device information. On European sites these experimentation cookies generally require prior consent.
What does Convert do?
What Convert is
Convert, marketed as Convert Experiences, is an experimentation platform used to run A/B and multivariate tests on websites. It shows different variations of a page to different visitors and measures which performs best against goals such as clicks, sign ups, or purchases, helping teams make evidence based design decisions.
What data and cookies it collects
Convert sets cookies that remember a visitor and the variation they have been assigned, so the experience stays consistent and conversions can be attributed to the right variant. It records goal and conversion events and processes the IP address and device and browser information. Convert offers privacy settings, such as IP anonymisation and the option to avoid storing personal data, that can reduce what is collected.
GDPR and ePrivacy implications
The experiment cookies and identifiers are personal data under the GDPR when they can single out a visitor, and storing them on the device falls under the ePrivacy Directive. Several European regulators treat A/B testing as a measurement activity that is not strictly necessary, which means it requires consent unless it is limited to what the user explicitly requested.
Consent requirements
As a general rule, request consent before Convert sets cookies or runs experiments that track behaviour. Consent must be freely given, specific, informed, and easy to withdraw. Configure the snippet so it activates only after the analytics or marketing category is accepted, and consider privacy modes to minimise data where consent is not given.
Data transfers outside the EU
Convert Insights is based in the United States, so personal data may be processed there and transfers rely on the EU US Data Privacy Framework or on Standard Contractual Clauses. Using IP anonymisation and minimising stored data can reduce the personal data that crosses borders.
Practical compliance steps
Gate Convert behind consent, enable IP anonymisation and any data minimisation settings, sign a data processing agreement, and set retention limits for experiment data. Document the testing in your records and describe Convert and its cookies in your cookie policy and privacy notice.
Convert and the GDPR
Convert 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)
- Risk level
- medium
- Applicable regulations
- GDPR, ePrivacy Directive
Impact assessment (DPIA)
Convert tracks visitors across an experiment and records conversions, so assess whether the bucketing identifiers can single out individuals, the use of IP anonymisation, the retention of experiment data, and the transfers to the United States.
Sample text for your banner
We use Convert to test different versions of our pages and to see which works best. Convert may set cookies to remember which version you saw and whether you completed a goal. These tests run only after you accept the relevant cookies.
What Convert sets and contacts
- Tracking method
- JavaScript snippet, cookies, experiment bucketing and goal tracking
- Server location
- United States, EU delivery via CDN
- Data transferred outside the EU
- Data is processed by Convert Insights Inc. in the United States. Transfers rely on the EU US Data Privacy Framework or Standard Contractual Clauses. Convert offers privacy settings such as IP anonymisation to limit the data collected.
Cookies set (3)
| Name | Type | Duration | Purpose |
|---|---|---|---|
| _conv_v | Analytics | 6 months | Stores visitor information and the experiment variation assigned to the browser. |
| _conv_s | Analytics | Session | Stores session information used during an experiment. |
| _conv_r | Analytics | Session | Stores referrer information used to attribute conversions. |
Third-party domains contacted (3)
convert.comcdn-3.convertexperiments.comlogs.convertexperiments.com
Frequently asked questions about Convert
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What cookies does Convert set?
Convert sets cookies that remember a visitor and the variation they were assigned, plus session and referrer values used to attribute conversions. These are experimentation and measurement cookies, not strictly necessary ones, so they belong in the analytics or marketing category of your banner.
Do I need consent for Convert?
In most European interpretations, yes. A/B testing that tracks visitors and measures conversions is not strictly necessary, so prior consent is required under the ePrivacy Directive and the GDPR before Convert runs.
What is the legal basis for Convert?
Consent under Article 6(1)(a) of the GDPR is the safest basis for experimentation that tracks behaviour. Some organisations argue legitimate interest for very limited testing, but this is contested by several regulators.
Does Convert transfer data to the United States?
Yes. Convert Insights is a United States company, so personal data may be processed there and transfers rely on the EU US Data Privacy Framework or Standard Contractual Clauses. IP anonymisation reduces the personal data involved.
Is a DPIA needed for Convert?
A DPIA is not always required, but assess whether the bucketing identifiers can single out individuals and whether testing is combined with other tracking. Document IP anonymisation, retention, and transfers.
How do I run Convert compliantly?
Load the Convert snippet only after consent, enable IP anonymisation and data minimisation, sign a data processing agreement, and set retention limits. Describe the testing and cookies in your privacy notice and cookie policy.
Are there alternatives to Convert?
Alternatives include VWO, Optimizely, AB Tasty, and server side testing that avoids client cookies. Server side or consent free testing limited to aggregate measurement can reduce the consent burden.
How do I update my cookie policy for Convert?
List the Convert cookies with their purpose and duration, label them as experimentation or analytics, name Convert Insights as the recipient, and mention the United States transfer. Keep it aligned with your experiment setup.
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