Hybrid Analytics

Definition

In accordance with the GDPR and the ePrivacy directive, the processing of personal data for Analytics requires the prior consent of the visitor.

An exception exists in some European countries: the ePrivacy Exemption.

The Hybrid Measure is a combination of 2 systems: browsing begins in ‘exemption’ and passes to full Analytics once visitor consent is obtained. This method has been approved by the CNIL.

Therefore:

• It is possible to obtain user consent, contrary to the ePrivacy exemption only: the visitor thus passes from an ‘exempt’ status to an ‘opt-in’ status.
• The ‘user’ ID, personal data and more generally all your Analytics data may be sent in the case of shift to opt-in.

These key principles enable you to fully assess the potential of Analytics Suite and the ePrivacy exemption.

Advantages

With the hybrid measure, your visitors are neither lost nor duplicated prior to consent and you obtain high-quality data.

You may collect the data which is strictly necessary to the provision of your services.

Once you have obtained your visitors’ consent, they can be identified as users and you may extract their data or collect personal data.

In this way, you can collect the most complete and comprehensive data!

Risks

Contrary to other methods, there is no known risk.

Expected behaviour

To comply with your users’ wishes, you must be able to modify the state of consent at any time of the visit.

Tagging configuration

The ‘hybrid measure’ method will use the Tag Composer Privacy plug-in available in the Javascript 5.24.0 version.

Please ensure you implement the correct version of the marker in order to collect only such data as is strictly necessary in exempt mode.

Tagging

To handle visitor consent in the Hybrid Analytics marking, you simply need to add a line to the beginning of your SmartTag tagging.

Then, just move from one state to another depending on the consent expressed by the visitor.

Exempt

var tag = new ATInternet.Tracker.Tag();
tag.privacy.setVisitorMode('cnil', 'exempt'); // Visitor set under Exempt 
tag.page.set({
    name: 'pageName',
});
tag.dispatch();

Here, the marker will only collect data which is strictly necessary and common to all forms of activity:

If you wish to add settings to feed properties which you consider to be essential to your activity, you may add them to the marker or via Tag Composer.

All information will be presented in the developer documentation.

Opt-In

var tag = new ATInternet.Tracker.Tag();
tag.privacy.setVisitorOptin(); // Visitor set under Opt-In
tag.page.set({
    name: 'pageName',
});
tag.dispatch();

Opt-Out

var tag = new ATInternet.Tracker.Tag();
tag.privacy.setVisitorOptout(); //  Visitor set under Opt-Out 
tag.page.set({
    name: 'pageName',
});
tag.dispatch();

It is possible not to send information by using the false setting of Tracker sendHitWhenOptOut.

Properties

Consent properties 

The new Privacy plug-in methods add 2 properties to your hits:

• Visitor mode: visitor_privacy_mode / &vm to filter events based on the consent status (exempt/optin/optout)
• Visitor consent: visitor_privacy_consent / &vc to directly identify consented traffic when ‘true’

Data which is not strictly necessary

User identification, for example, is only available when the visitor mode is in opt-in.

Even if it is placed on the same page marker, only the opt-in method will authorise the addition of properties to hits.

var tag = new ATInternet.Tracker.Tag();
tag.privacy.setVisitorMode('cnil','exempt'); //  Visitor set under Exempt
tag.page.set({
    name: 'pageName',
});
tag.identifiedVisitor.set({
    id: 123456 // Non transmis, du fait du mode visiteur défini en Exempt
});
tag.dispatch();

The same applies to all data which is not deemed strictly necessary by our Privacy team.

As Data Controller, the choice is nevertheless yours to make. You will therefore be able to specify directly in the marker or Tag Composer which settings you wish to ‘authorise’ in order to feed your analysis in exempt mode.

Explorer

Once the marking is implemented and the properties have been added to the hits, you will be able to add to your Explorer analyses with the ‘Combine’ button above each table.

You will then be able to filter property values (visitor mode: exempt/opt-in, visitor consent: true/false).

Privacy analysis

In Explorer you can reach Audience > General Traffic > Privacy to see the number of events considered as opt-out.

When the visitor has opt-out status, their data is anonymised, excluded from general traffic and serves only to feed this analysis.

You may also see a Privacy status entitled ‘No cookie browser’.

This represents events where the cookie has not been placed, due to the browser setting for cookie placement.

Data Query / Data Flow

You may add the Visitor mode and Visitor consent properties to your data sets.

You can also consult the user ID and personal data, by using the visitor mode filtered via the opt-in value.

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