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Personalization

Instapage

Analytics

Instapage is a landing page and post click optimisation platform that hosts pages, captures leads and runs heatmaps and A/B tests.

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Overview

What does Instapage do?

What is Instapage

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.

What cookies and data Instapage collects

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.

GDPR and ePrivacy implications

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.

Consent and legal basis

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.

Data transfers and hosting

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.

Practical compliance 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.

Compliance

Instapage and the GDPR

Instapage 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) for the analytics, heatmap and advertising features; contract performance (Art. 6(1)(b) GDPR) for the strictly necessary form submission flow
Risk level
medium
Applicable regulations
GDPR, ePrivacy Directive, EU US Data Privacy Framework

Impact assessment (DPIA)

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 text for your banner

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.
Cookies and trackers

What Instapage sets and contacts

Tracking method
Hosted landing pages with JavaScript tracking, heatmaps and A/B testing scripts
Server location
United States (Instapage, Inc., San Francisco), with hosting on AWS US regions
Data transferred outside the EU
Instapage, Inc. is a US headquartered company that runs all landing pages, forms and analytics on AWS in the United States. EU residency is not advertised as standard. Transfers rely on the EU US Data Privacy Framework and Standard Contractual Clauses in the Instapage data processing addendum.

Cookies set (3)

NameTypeDurationPurpose
_ipathird_party1 yearVisitor identifier used by Instapage analytics and A/B testing
_ipa_vthird_party1 yearStores the A/B test variant assigned to the visitor
_ipa_hthird_party1 yearHeatmap recording session identifier

Third-party domains contacted (3)

  • instapage.com
  • pageserve.co
  • app.instapage.com
Questions

Frequently asked questions about Instapage

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Which cookies does Instapage set?

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.

Is consent required for Instapage?

Yes for the analytics and heatmap features. The form submission flow can rely on contract performance because the visitor expects follow up.

Which GDPR legal basis applies?

Consent for analytics, heatmaps and behavioural enrichment. Contract performance for form submissions. Legitimate interest for fraud detection on lead capture.

Are there transfers to the United States?

Yes. Instapage runs on AWS US regions. Transfers rely on the EU US Data Privacy Framework and Standard Contractual Clauses in the Instapage DPA.

Do I need a DPIA?

Recommended when the Heatmap module is enabled, when minors may interact with the page, or when the form collects special category data.

How do I implement Instapage compliantly?

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.

Are there alternatives to Instapage?

Unbounce, Leadpages, Webflow with EU hosting, Carrd, Framer, Webflow EU, Landingi (Poland), Plezi (France) for B2B and the open source Mautic landing pages.

How do I update my cookie policy for Instapage?

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.

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