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Instapage is a landing page and post click optimisation platform that hosts pages, captures leads and runs heatmaps and A/B tests.
Instapage is a US based landing page and post click optimisation platform used by performance marketers to launch ad landing pages quickly. The platform hosts pages on a custom subdomain or your own domain, offers A/B testing, AdMap (matching ads to pages) and a Heatmap module that records mouse movement and clicks.
Instapage hosted pages set _ipa cookies, an A/B test bucket cookie and session identifiers. The Heatmap module sends mouse movements, scroll depth and click coordinates back to Instapage, paired with the visitor IP address and user agent. Form submissions transmit the form payload directly to your CRM or to Instapage Leads.
Serving an Instapage page writes cookies and processes personal data; Article 5(3) ePrivacy applies. The Heatmap module is a session recording technique that EU regulators (CNIL, ICO, Garante) classify as non strictly necessary and therefore subject to consent. Form submission for the legitimate purpose of receiving a quote relies on contract performance and may be combined with legitimate interest for lead routing.
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Block the analytics tag, the heatmap loader and any A/B test bucket cookie until consent. The form submission can usually run on contract performance because the visitor expects a follow up. If you enrich form leads with behavioural data, declare that separately as a marketing purpose.
Instapage runs on AWS US regions. Transfers from the EU to the US rely on the EU US Data Privacy Framework and the Standard Contractual Clauses in the Instapage data processing addendum. Signing the DPA, completing the security questionnaire and running a transfer impact assessment are the standard steps.
Disable the Heatmap module unless explicitly consented to. Add a CMP that blocks Instapage analytics until opt in. Configure short retention for leads and heatmaps. Document Instapage as a sub processor in your records of processing activities. Use double opt in for newsletter subscriptions captured through Instapage forms.
Websites using Instapage must obtain user consent under GDPR regulations.
DPIA considerations
A DPIA is recommended when Instapage is combined with the Heatmap module, when minor visitors may interact with the page, when sensitive products are advertised, or when forms collect special category data.
Sample consent text
We use Instapage to deliver this landing page. Instapage writes cookies on your device, may record heatmaps and shares your IP address with Instapage, Inc. in the United States. We only enable analytics and heatmap features if you accept.
Third-party domains contacted
instapage.compageserve.coapp.instapage.comCookies placed
| Name | Type | Duration | Purpose |
|---|---|---|---|
| _ipa | third_party | 1 year | Visitor identifier used by Instapage analytics and A/B testing |
| _ipa_v | third_party | 1 year | Stores the A/B test variant assigned to the visitor |
| _ipa_h | third_party | 1 year | Heatmap recording session identifier |
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Instapage writes _ipa cookies for visitor identification, an A/B test variant cookie and session identifiers. The Heatmap module writes additional cookies and localStorage entries for recording state.
Yes for the analytics and heatmap features. The form submission flow can rely on contract performance because the visitor expects follow up.
Consent for analytics, heatmaps and behavioural enrichment. Contract performance for form submissions. Legitimate interest for fraud detection on lead capture.
Yes. Instapage runs on AWS US regions. Transfers rely on the EU US Data Privacy Framework and Standard Contractual Clauses in the Instapage DPA.
Recommended when the Heatmap module is enabled, when minors may interact with the page, or when the form collects special category data.
Block analytics and heatmaps behind consent, use double opt in for newsletter sign ups, set short retention, sign the Instapage DPA and document the processing.
Unbounce, Leadpages, Webflow with EU hosting, Carrd, Framer, Webflow EU, Landingi (Poland), Plezi (France) for B2B and the open source Mautic landing pages.
List Instapage _ipa cookies, the A/B variant cookie and the heatmap cookies with purpose, lifetime and controller. Mention the EU US Data Privacy Framework basis for the transfer.