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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.
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.
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.
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.
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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.
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.
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.
Websites using Convert must obtain user consent under GDPR regulations.
DPIA considerations
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 consent text
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.
Third-party domains contacted
convert.comcdn-3.convertexperiments.comlogs.convertexperiments.comCookies placed
| 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. |
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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.
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.
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.
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.
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.
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.
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.
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.