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Omniconvert Explore is a conversion rate optimisation platform from Romania that runs A/B testing, personalisation and on site surveys. Its tracking code assigns visitors to experiment variations and writes first party cookies such as mktz that store a visitor identifier, session data and the experiments seen, so it profiles behaviour across pages and visits. Because A/B testing and survey cookies are non essential, Omniconvert must load only after the visitor has given consent.
Omniconvert Explore is a conversion rate optimisation platform that provides A/B testing, on site personalisation and visitor surveys. It is operated by Omniconvert, a company based in Bucharest, Romania, inside the European Union. Website operators add a small JavaScript tracking code to their pages, which loads from Omniconvert servers and runs experiments, personalisation rules and survey overlays directly in the visitor browser.
When the tracking code runs, Omniconvert assigns each visitor to experiment variations and records how they behave. It writes a first party cookie named mktz that stores a generated user identifier, a session identifier, whether the visitor is new or returning, the number of pages and sessions, the referrer, the first and last visit dates, the experiments seen and any UTM parameters. A session cookie named mktz_sess keeps the current session together, mktz_engagement times how long ago an engagement goal experiment was viewed, mktz_survey records whether a questionnaire was completed, dismissed or postponed, and mktz_optout remembers a visitor who has chosen to be excluded from experiments. Together these identifiers profile the visitor across pages and visits.
The visitor identifiers and behavioural records that Omniconvert processes are personal data under the GDPR, because they relate to an identifiable person. Reading and writing these cookies on the visitor device also falls squarely within Article 5(3) of the ePrivacy Directive 2002/58/EC. The CNIL in France, the German authorities under the TDDDG and the AEPD in Spain all treat A/B testing, personalisation and survey cookies as non essential trackers that require prior consent, so Omniconvert cannot rely on legitimate interest.
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Consent is required before the Omniconvert tracking code runs, because assigning visitors to experiments, personalising content and showing surveys is not strictly necessary to deliver the page the visitor asked for. That consent must be freely given, specific, informed and unambiguous, and refusing must be as easy as accepting. Until the visitor accepts, the script should stay blocked and none of the mktz cookies should be written. The mktz_optout mechanism is a useful complement but does not replace a prior consent banner.
Because Omniconvert is established in Romania and hosts its platform on European infrastructure, the core processing of experiment and survey data stays inside the European Economic Area, which reduces the transfer exposure compared with United States based tools. The tracking script is delivered through a content delivery network operated by Amazon CloudFront, a United States company, so operators should confirm the current subprocessor list, sign the Omniconvert Data Processing Addendum and, where any subprocessor sits outside the European Economic Area, rely on the EU Standard Contractual Clauses and a short Transfer Impact Assessment.
Gate the Omniconvert tracking code behind your consent management platform so it fires only after the visitor accepts the relevant category. Describe the mktz cookies in your cookie policy with their purposes and lifetimes, including the survey and opt out cookies. Sign the Data Processing Addendum, review the subprocessor list, keep visitor records for the shortest workable period and disable any personalisation or survey feature that is not needed. Document your lawful basis and your transfer position so you can answer a regulator or a data subject request.
Websites using Omniconvert must obtain user consent under GDPR regulations.
DPIA considerations
A Data Protection Impact Assessment is advisable when Omniconvert is used at scale to profile visitors through experiments, personalisation and surveys. Document the behavioural data collected, the mktz identifiers stored on the device and their lifetimes, the assignment of visitors to variations, any survey responses, the content delivery network used to serve the script and the retention applied to visitor records. Configure the tracking code so that it loads only after consent and switch off any personalisation or survey feature that is not strictly necessary.
Sample consent text
We use Omniconvert Explore, a conversion optimisation service operated by Omniconvert (Romania), to run A/B tests, personalise content and show surveys. Omniconvert stores identifiers such as the mktz cookies on your device to assign you to experiments and record how you interact. Omniconvert will only load if you click Accept.
Third-party domains contacted
omniconvert.comapp.omniconvert.comcdn.omniconvert.comd2tgfbvjf3q6hn.cloudfront.netCookies placed
| Name | Type | Duration | Purpose |
|---|---|---|---|
| mktz | HTTP cookie (first party) | Up to 12 months | Main Omniconvert identifier. Stores a generated user identifier and session identifier, whether the visitor is new or returning, the number of pages and sessions, the referrer, the first and last visit dates, the experiments viewed in the session and any UTM parameters, so visitors can be assigned to experiments and profiled across visits. |
| mktz_sess | HTTP cookie (first party) | 10 hours | Functional session cookie used by the Omniconvert A/B testing and pop up tool to hold the current session identifier so interactions during a single visit are grouped together. |
| mktz_engagement | HTTP cookie (first party) | 1 hour | Records the time at which an experiment measuring an engagement goal was viewed, so Omniconvert can calculate the time elapsed and the pages seen since the experiment was shown. |
| mktz_survey | HTTP cookie (first party) | Up to 12 months | Stores the status of a survey or questionnaire, such as completed, rejected or remind me later, so the same survey is not shown again inappropriately. |
| mktz_optout | HTTP cookie (first party) | Up to 12 months | Stores the visitor choice to be excluded from experiments so Omniconvert does not assign them to A/B tests or personalisation. |
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Omniconvert sets a first party cookie named mktz that holds a visitor and session identifier and persists for up to one year, together with mktz_sess for the current session, mktz_engagement, mktz_survey and mktz_optout. They let Omniconvert assign visitors to experiments, run surveys and record how each visitor behaves.
Yes. A/B testing, personalisation and survey cookies are non essential and write identifiers to the visitor device, so under the ePrivacy rules you must obtain prior consent before the tracking code runs. The script should stay blocked until the visitor accepts.
The only valid legal basis is consent under Article 6(1)(a) GDPR, combined with the prior consent requirement of Article 5(3) of the ePrivacy Directive. Legitimate interest cannot be used for this kind of non essential experiment and survey tracking.
Omniconvert is based in Romania and hosts its platform in Europe, so experiment and survey data stay within the European Economic Area by default. The main residual point is the Amazon CloudFront content delivery network, a United States company, so confirm the subprocessor list and use the EU Standard Contractual Clauses where any subprocessor is outside the European Economic Area.
A Data Protection Impact Assessment is recommended when Omniconvert is used at scale to profile visitors through experiments, personalisation and surveys. Assess the behavioural tracking, the mktz identifiers stored on the device, any survey responses and the content delivery network used to serve the script.
Load the tracking code only through your consent management platform after the relevant category is accepted, describe the mktz cookies in your cookie policy, sign the Data Processing Addendum and review the subprocessor list. Disable personalisation or survey features you do not need and apply a short retention period.
Alternatives include AB Tasty, Kameleoon, VWO, Optimizely and Convert. They raise similar consent, cookie and transfer questions, so evaluate their hosting location and data processing terms before assuming any of them is lighter on privacy.
Add a dedicated entry that names Omniconvert as the provider, lists the mktz, mktz_sess, mktz_engagement, mktz_survey and mktz_optout cookies with their lifetimes, explains the experiments and surveys they support, and notes that processing is EU based while a United States content delivery network serves the script. Keep the entry in step with your consent categories.