> Cookies set by Instapage, when consent is required for tracking and heatmaps, US transfers under the DPF and a step by step EU compliance checklist. > > Canonical: https://www.flowconsent.com/en/services/personalization/instapage 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. [Block Instapage until consent](https://app.flowconsent.com/auth/sign-up?utm_source=flowconsent.com\&utm_medium=referral\&utm_campaign=personalization) · [Scan my site](https://www.flowconsent.com/en/scan) At a glance - Category [Personalization](https://www.flowconsent.com/en/services/personalization) - Consent Analytics - Prior consent Required - Documented cookies 3 - Third-party domains 3 - Servers United States (Instapage, Inc., San Francisco), with hosting on AWS US regions 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) | 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 | ### Third-party domains contacted (3) - `instapage.com` - `pageserve.co` - `app.instapage.com` Questions ## Frequently asked questions about Instapage Can't find your question? Write to us, we answer fast. [Write to us](https://www.flowconsent.com/en/demo) ### 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. Same category ## More services: Personalization [See the whole category](https://www.flowconsent.com/en/services/personalization) ### [Recolize](https://www.flowconsent.com/en/services/personalization/recolize) [Recolize is a digital marketing technology that helps businesses reach, engage, and convert their target audience online. 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By combining data intelligence with marketing execution, LimeSpot helps deliver the right message to the right audience at the right time.](https://www.flowconsent.com/en/services/personalization/limespot) [Preferences](https://www.flowconsent.com/en/services/personalization/limespot) · ### [Coveo](https://www.flowconsent.com/en/services/personalization/coveo) [Coveo is a digital analytics solution that helps businesses measure and understand their online performance through comprehensive data collection and analysis. It provides visitor tracking, behavioral insights, and conversion metrics across websites and applications. Coveo supports custom event tracking, audience segmentation, and automated reporting. With intuitive dashboards and visualization tools, Coveo enables informed decisions that improve experience and drive results.](https://www.flowconsent.com/en/services/personalization/coveo) [Analytics](https://www.flowconsent.com/en/services/personalization/coveo) · ### [Aiden](https://www.flowconsent.com/en/services/personalization/aiden) [Aiden is a digital marketing technology that helps businesses reach, engage, and convert their target audience online. It provides advanced targeting, campaign management, and performance analytics capabilities. Aiden enables marketers to deliver personalized experiences across channels, optimize campaign ROI, and gain actionable insights into customer behavior. With automation features and data-driven optimization, Aiden empowers marketing teams to achieve measurable growth.](https://www.flowconsent.com/en/services/personalization/aiden) [Analytics](https://www.flowconsent.com/en/services/personalization/aiden) · ### [Datarize](https://www.flowconsent.com/en/services/personalization/datarize) [Datarize is an AI-powered platform that leverages artificial intelligence and machine learning to help businesses automate processes, generate insights, and enhance digital experiences. It provides intelligent automation, natural language processing, and predictive analytics. Datarize integrates with existing workflows and tools to deliver AI-driven optimization across marketing, customer service, and operations. With scalable infrastructure, Datarize makes advanced AI accessible to all teams.](https://www.flowconsent.com/en/services/personalization/datarize) [Marketing](https://www.flowconsent.com/en/services/personalization/datarize) · ### [Insider](https://www.flowconsent.com/en/services/personalization/insider) [Insider is a digital analytics solution that helps businesses measure and understand their online performance through comprehensive data collection and analysis. It provides visitor tracking, behavioral insights, and conversion metrics across websites and applications. Insider supports custom event tracking, audience segmentation, and automated reporting. With intuitive dashboards and visualization tools, Insider enables informed decisions that improve experience and drive results.](https://www.flowconsent.com/en/services/personalization/insider) [Marketing](https://www.flowconsent.com/en/services/personalization/insider) ## Make your site compliant today. 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