Tag Directory
Analytics and marketing technology reference for governance professionals
Showing 114 services
- Advertising
6sense
High 6sense
Account-based marketing platform that identifies anonymous B2B website visitors and matches them to company accounts using reverse-IP lookup and intent data. Used for ABM targeting, lead scoring, and sales intelligence.
2 detection signatures
- A/B Testing
AB Tasty
High AB Tasty
Client-side A/B testing tag that modifies the DOM before page render, giving it full access to page context and any personal data displayed on screen. Sets first-party cookies to track visitor identity and experiment assignments across sessions. Following the January 2026 merger with VWO under Everstone Capital, organisations should verify that data processing arrangements reflect the current corporate structure.
6 detection signatures
- Advertising
Adjust
High Adjust
Mobile measurement and attribution platform owned by AppLovin. Tracks app installs, in-app events, and marketing campaign performance across mobile advertising networks. Used for mobile attribution, fraud prevention, and campaign optimisation.
3 detection signatures
- AdvertisingA
Adobe Audience Manager
High Adobe
Adobe Audience Manager (AAM) is a data management platform that builds audience profiles by collecting and segmenting visitor data across sites. It uses demdex.net domains for data collection, visitor ID synchronisation, and audience segment delivery. AAM enables cross-site tracking and feeds audience data to advertising platforms.
1 detection signature
- Tag Management
Adobe Launch
Med Adobe Launch
Tag management system (formerly Adobe Dynamic Tag Management) within Adobe Experience Platform. Orchestrates the deployment of marketing and analytics tags via rules, data elements, and extensions. Now branded as Adobe Experience Platform Tags.
2 detection signatures
- Personalisation
Adobe Target
High Adobe Target
Enterprise personalisation tag that integrates with the broader Adobe Experience Cloud ecosystem, creating a complex web of data flows across Adobe Analytics, Audience Manager, and the Experience Platform. Collects behavioural data to deliver individualised content and uses AI-driven allocation, which may constitute automated decision-making under GDPR Article 22. The depth of integration means that deploying Adobe Target often expands the organisation's data processing footprint well beyond what a standalone A/B testing tool would require.
1 detection signature
- Performance Monitoring
Akamai Mpulse
Med Akamai Mpulse
Real user monitoring (RUM) service from Akamai that measures front-end web performance including page load times, resource timing, and user experience metrics. Part of the Akamai Intelligent Platform.
2 detection signatures
- Advertising
Amazon Ads
High Amazon Ads
Advertising pixel that sends conversion and browsing data to Amazon's demand-side platform, where it can be combined with Amazon's extensive first-party consumer purchase data. Supports audience building and retargeting across both Amazon-owned properties and third-party publisher networks. The tag's integration with Amazon's vast consumer data ecosystem raises significant governance questions about data enrichment and cross-context profiling that DPOs in regulated organisations should assess carefully.
1 detection signature
- Analytics
Amplitude
Med Amplitude
Product analytics and customer data platform. Tracks user behaviour events, builds behavioural cohorts, and provides funnel, retention, and journey analysis. Used by product teams for feature adoption analysis, experimentation, and data governance.
1 detection signature
- Advertising
AppNexus
High AppNexus
Programmatic advertising platform now operating as Microsoft's Xandr. Provides real-time bidding, audience targeting, and ad serving across display, video, and native formats. Xandr was acquired by Microsoft in 2022.
1 detection signature
- Advertising
Appsflyer
High Appsflyer
Mobile attribution and marketing analytics platform. Measures app installs, in-app events, and marketing ROI across advertising networks. Provides fraud detection, deep linking, and audience segmentation for mobile marketers.
3 detection signatures
- Analytics
Azure Application Insights
High Azure Application Insights
Real user monitoring SDK that collects browser-side telemetry including page load times, session data, and unhandled exceptions from visitor browsers. Often deployed by engineering teams without governance review because it is classified as an operations tool, yet the client-side component collects data that constitutes personal data under GDPR. Organisations should ensure the SDK is included in their consent management configuration alongside traditional analytics tags.
3 detection signatures
- Advertising
Bidr (RhythmOne)
High Bidr (RhythmOne)
Cookie-syncing and identity resolution domain (operated by Nexxen, formerly Tremor International) that frequently appears in tag audits without the website operator having deployed it directly. Arrives via programmatic ad supply chains, header bidding wrappers, and third-party pixels, synchronising user identifiers across multiple advertising platforms. One of the most commonly flagged third-party tracking domains in European cookie audits, and a strong indicator that the organisation's ad supply chain requires closer governance scrutiny.
1 detection signature
- Advertising
Branch Io
High Branch Io
Deep linking and mobile attribution platform. Provides cross-platform deep links, deferred deep linking, and mobile measurement. Used to attribute app installs and engagement to marketing campaigns.
2 detection signatures
- Marketing Automation
Braze
Med Braze
Customer engagement platform for cross-channel messaging including push notifications, email, in-app messages, and SMS. Collects user behaviour data to power personalised marketing campaigns and customer journey orchestration.
2 detection signatures
- Analytics
Cloudflare Analytics
Med Cloudflare Analytics
Privacy-focused web analytics from Cloudflare that measures page views and visitors without using client-side cookies or collecting personal data. Built into the Cloudflare network infrastructure, providing basic traffic metrics.
2 detection signatures
- Tag Management
Cloudflare Zaraz
Med Cloudflare Zaraz
Server-side tag management platform from Cloudflare that loads third-party tools via Cloudflare Workers at the edge, reducing client-side JavaScript and improving performance. Manages consent, data filtering, and tag orchestration.
2 detection signatures
- Tag Management
Commanders Act
Med Commanders Act
European tag management and customer data platform. Provides server-side tag management, consent management, and data quality tools. Headquartered in France with EU data processing.
2 detection signatures
- Advertising
Commission Junction
High Commission Junction
Affiliate marketing network (CJ Affiliate, owned by Publicis Groupe). Tracks referrals, conversions, and commissions for affiliate publishers. Places tracking pixels to attribute sales to affiliate partners.
3 detection signatures
- Analytics
Contentsquare
High Contentsquare
One of the most data-intensive analytics tags found on regulated websites. Captures granular user interactions including clicks, scrolls, hovers, and full session replays, creating a detailed record of visitor behaviour that can inadvertently include sensitive personal data displayed on screen. Since acquiring Hotjar in 2021, the Contentsquare ecosystem spans both enterprise and SMB deployments, and organisations should treat any session replay capability as high-risk from a data protection standpoint.
1 detection signature
- Consent Management
Cookiebot
Med Usercentrics
Consent management platform by Usercentrics. Scans websites for cookies and trackers, presents a consent banner, and blocks non-essential tags until users consent. Popular with small to mid-sized EU organisations.
3 detection signatures
- Consent Management
CookieYes
Med CookieYes
Consent management platform (CMP) that provides cookie consent banners, cookie scanning, and consent logging. Generates cookie policies and manages user consent preferences for GDPR, CCPA, and other privacy regulations.
3 detection signatures
- Analytics
Cooladata
High Cooladata
Behavioural analytics tag (now part of Medallia since 2019) that collects detailed event-level data and stores it in a managed data warehouse. The combination of granular event capture and long-term warehousing means this tag can accumulate substantial volumes of behavioural data over time. Less commonly encountered than major analytics platforms, so governance teams may lack established review procedures for it.
2 detection signatures
- Session Recording
CrazyEgg
High CrazyEgg
Session recording and heatmap tool that captures mouse movements, click positions, scroll depth, and page interactions. Carries elevated data protection risk because recordings can inadvertently capture personal data displayed on screen or entered into form fields. Often deployed by marketing teams without governance oversight due to its perceived simplicity relative to full analytics platforms.
2 detection signatures
- Advertising
Criteo
High Criteo
Retargeting and performance advertising platform. Places pixels to build audience segments and deliver personalised display ads across the Criteo network. Processes browsing behaviour, product views, and purchase data for ad targeting.
1 detection signature
- Performance Monitoring
Datadog Rum
Med Datadog Rum
Real user monitoring (RUM) service from Datadog. Captures front-end performance metrics, user sessions, errors, and resource timing. Provides session replay capabilities for debugging user experience issues.
2 detection signatures
- Advertising
Demandbase
High Demandbase
Account-based marketing (ABM) platform that identifies B2B website visitors via reverse-IP lookup and enriches them with firmographic and intent data. Used for account targeting, personalisation, and sales intelligence.
2 detection signatures
- Consent Management
Didomi
Med Didomi
Consent management platform (CMP) providing GDPR, ePrivacy, and CCPA compliance tools. Offers consent collection, preference management, and TCF v2.2 integration. Headquartered in France with EU data processing.
3 detection signatures
- Ad Verification
Doubleverify
Med Doubleverify
Ad verification and brand safety platform. Measures viewability, invalid traffic (IVT), and brand safety for digital advertising campaigns. Provides independent measurement of ad delivery quality across display, video, and CTV.
1 detection signature
- Chat & Support
Drift
Med Drift
Conversational marketing platform (now part of Salesloft) providing live chat, chatbots, and meeting scheduling. Embeds a chat widget that collects visitor data and enables real-time engagement with sales teams.
2 detection signatures
- A/B Testing
Dynamic Yield
Med Dynamic Yield
Personalisation and A/B testing tag owned by Mastercard that collects browsing behaviour and interaction data to deliver individualised content through machine learning. The use of behavioural profiling for automated content decisions may constitute automated decision-making under GDPR Article 22. Mastercard ownership means data processing arrangements sit within a financial services conglomerate, which DPOs should factor into their risk assessment.
2 detection signatures
- Performance Monitoring
Dynatrace
Med Dynatrace
Application performance monitoring (APM) and real user monitoring platform. Captures front-end performance data, user sessions, JavaScript errors, and resource timing. Provides AI-assisted root cause analysis for performance issues.
2 detection signatures
- Tag Management
Ensighten
Med Ensighten
Enterprise tag management platform with built-in privacy compliance features. Provides tag governance, data layer management, and consent enforcement. Focused on regulated industries requiring strict tag control.
2 detection signatures
- Consent Management
Evidon
Med Evidon
Consent and compliance platform (now part of Crownpeak). Provides cookie consent banners, tag governance, and privacy monitoring. Scans websites for tracking technologies and manages consent across properties.
2 detection signatures
- Advertising
Flashtalking
High Flashtalking
Ad serving and conversion tracking tag (rebranded to Innovid following the Mediaocean merger in February 2025) that delivers creative assets, tracks impressions and clicks, and collects conversion data across publisher websites. Typically deployed through agency relationships rather than directly by the website operator, making it less visible to governance teams. Includes identity resolution capabilities that link user interactions across devices and channels, raising cross-device tracking concerns for DPOs.
4 detection signatures
- Session Recording
Fullstory
High Fullstory
Digital experience analytics platform providing session replay, heatmaps, and event analytics. Captures user interactions including clicks, scrolls, and form inputs to analyse user behaviour and identify friction points.
1 detection signature
- Session Recording
Glassbox
High Glassbox
Digital experience analytics platform providing session replay, interaction maps, and struggle detection. Captures user sessions to identify UX issues, conversion blockers, and application errors across web and mobile.
1 detection signature
- Advertising
Google Ads
High Google
Google's advertising platform. Its website tags - conversion tracking, remarketing, and Enhanced Conversions - measure ad performance, build audiences, and optimise bids. Typically deployed via GTM or gtag.js with deep GA4 integration for cross-platform attribution.
6 detection signatures
- Analytics
Google Analytics (GA4)
High Google
Google's event-based web and app analytics platform, replacing Universal Analytics since July 2023. Collects page views, scrolls, clicks, and custom events, sending measurement payloads to Google servers for reporting and audience building. Present on over 70% of the top million sites and deeply integrated with Google Ads and BigQuery.
5 detection signatures
- Advertising
Google Floodlight
High Google Floodlight
Conversion tracking system within Google Marketing Platform (Campaign Manager 360 / Display & Video 360). Tracks conversions from display and video advertising campaigns using counter and sales tags. Integrates with Google's ad serving infrastructure.
1 detection signature
- Performance MonitoringG
Google Fonts
Med Google
Google Fonts is a web font service that loads font files from Google's CDN (fonts.googleapis.com and fonts.gstatic.com). On each page load, the visitor's IP address and browser information is transmitted to Google's servers. While Google states it does not use this data for tracking, the IP transmission constitutes personal data processing under GDPR.
2 detection signatures
- Social EmbedG
Google Maps Embed
Med Google
Google Maps embeds loaded via iframe or JavaScript API on third-party websites. The embed transmits the visitor's IP address and browser information to Google's infrastructure on page load. While Maps embeds do not typically set tracking cookies, the IP transmission constitutes personal data processing under GDPR.
3 detection signatures
- SecurityG
Google reCAPTCHA
Med Google
Google reCAPTCHA is a bot detection service that analyses user behaviour to distinguish humans from automated agents. It loads JavaScript from google.com and gstatic.com, sets cookies, and transmits behavioural telemetry to Google's infrastructure. reCAPTCHA v3 operates invisibly, continuously scoring user behaviour without presenting challenges.
3 detection signatures
- Analytics
Google Signals
Med Google Signals
Google Analytics feature that enables cross-device reporting and remarketing by linking analytics data with signed-in Google user data. Activates audience building and demographic reporting within Google Analytics.
1 detection signature
- Tag Management
Google Tag Manager
High Google
Tag management system for deploying and managing tracking tags without code changes. Operates as a JavaScript container loading tags, triggers, and variables based on configurable rules. Does not collect personal data itself, but orchestrates tags that do - making container governance critical. Supports web and server-side (sGTM) containers.
1 detection signature
- Analytics
Heap
Med Heap
Product analytics platform (acquired by Contentsquare in December 2023) that automatically captures all user interactions (clicks, form submissions, page views) without manual event instrumentation. Provides retroactive analysis, session replay, and funnel visualisation.
1 detection signature
- Session Recording
Hotjar
High Contentsquare (Hotjar)
Behaviour analytics platform providing session recordings, heatmaps, and on-site surveys. Captures mouse movements, clicks, scrolls, and form inputs in real time. Now part of Contentsquare. Among the highest-risk analytics tags - session recordings can inadvertently capture sensitive personal data displayed on screen.
6 detection signatures
- Marketing Automation
Hubspot
Med Hubspot
Inbound marketing, sales, and CRM platform. The tracking code monitors page views, form submissions, and user engagement to power marketing automation, lead scoring, and contact management within the HubSpot CRM.
3 detection signatures
- Security
Human Security
High Human Security
Bot detection tag that collects extensive behavioural and device fingerprinting data from every visitor, including mouse movements, keystroke dynamics, and network characteristics. While the security purpose may support a legitimate interest legal basis under GDPR Article 6(1)(f), the depth of data collection rivals that of the most invasive analytics tags. Organisations should document a balancing test and assess whether ePrivacy Directive consent obligations still apply despite the security justification.
5 detection signatures
- Advertising
Impact
High Impact
Partnership and affiliate marketing platform. Tracks referrals, conversions, and commissions across affiliate, influencer, and partnership channels. Provides attribution and payment management for partner programmes.
2 detection signatures
- Chat & Support
Intercom
High Intercom
Governance classification of this tag is complicated by its dual nature. The same JavaScript snippet serves both customer support (potentially essential, no consent required) and marketing automation (behavioural targeting, product tours, requiring consent). Collects visitor behaviour data including page views, session duration, and custom events, transmitting it to US-based servers. Organisations must carefully delineate which Intercom features are active to determine the correct legal basis.
2 detection signatures
- Consent Management
Iubenda
Med Iubenda
Compliance platform providing cookie consent banners, privacy policy generation, and terms of service management. Supports GDPR, ePrivacy, CCPA, and LGPD compliance with configurable consent collection and documentation.
2 detection signatures
- A/B Testing
Kameleoon
Med Kameleoon
A/B testing and feature management platform headquartered in France. Provides server-side and client-side experimentation, personalisation, and feature flags with AI-powered targeting and audience segmentation.
2 detection signatures
- Consent Management
Ketch
Med Ketch
Privacy and consent management platform providing programmatic privacy infrastructure. Supports consent collection, data subject rights management, and cross-regulation compliance (GDPR, CCPA, LGPD). Offers data mapping and policy automation.
2 detection signatures
- Marketing Automation
Kit
Med Kit
Email marketing platform designed for creators and small businesses (rebranded from ConvertKit to Kit in October 2024). Provides email automation, landing pages, and subscriber management. Embeds forms and tracking scripts to capture leads and measure email campaign performance.
2 detection signatures
- Marketing Automation
Klaviyo
Med Klaviyo
Email and SMS marketing platform for ecommerce. Collects customer behaviour data, purchase history, and browsing activity to power personalised marketing automation, segmentation, and campaign targeting.
2 detection signatures
- Feature Flags
LaunchDarkly
Med LaunchDarkly
Feature management and experimentation platform. Provides feature flags, progressive rollouts, A/B testing, and targeted feature delivery. Enables engineering teams to control feature availability without code deployments.
2 detection signatures
- Advertising
LinkedIn Insight Tag
High LinkedIn Insight Tag
Particularly sensitive advertising tag because it effectively de-anonymises website visitors by linking browsing behaviour to identified LinkedIn member profiles. Collects page visit data and cross-references it with LinkedIn's professional identity graph, associating visits with job title, company, and industry attributes. Widely deployed on B2B and career pages, often without adequate recognition that this tag converts anonymous browsing into identified professional profiling.
1 detection signature
- Social EmbedL
LinkedIn Social Plugins
High LinkedIn (Microsoft)
LinkedIn's JavaScript SDK for embedding social plugins (Share buttons, Follow buttons, profile badges) on third-party websites. Distinct from the LinkedIn Insight Tag - this SDK provides social interaction features rather than advertising conversion tracking. The CJEU Fashion ID ruling (C-40/17), while decided on Facebook Social Plugins, establishes the principle that website operators embedding any social plugin are joint controllers with the social network for the data collection triggered by the plugin.
2 detection signatures
- Session Recording
LogRocket
High LogRocket
Session replay and product analytics platform. Records user sessions including DOM changes, network requests, and console logs. Provides error tracking, performance monitoring, and user journey analysis.
1 detection signature
- Marketing Automation
Marketo
Med Marketo
Marketing automation platform owned by Adobe. Provides lead management, email marketing, campaign tracking, and behavioural scoring. The Munchkin tracking script monitors website visitor behaviour and links it to Marketo lead records.
2 detection signatures
- Analytics
Matomo
Med Matomo
Open-source web analytics platform (formerly Piwik). Available as self-hosted or cloud-hosted. Provides page view tracking, event analytics, heatmaps, and session recording. Designed with privacy as a core feature, offering full data ownership when self-hosted.
5 detection signatures
- Session Recording
Medallia
High Medallia
Experience management platform providing session replay, feedback collection, and digital experience analytics. Captures user interactions, form submissions, and behaviour patterns. Acquired Decibel (DXA platform) for session replay capabilities.
2 detection signatures
- Advertising
Meta Pixel
High Meta
Meta's advertising tag for tracking user actions and sending conversion data to Facebook, Instagram, and WhatsApp. Enables retargeting, lookalike audiences, and conversion measurement. The Conversions API (CAPI) offers a server-side complement. One of the most scrutinised advertising tags in the EU following multiple DPA enforcement actions.
4 detection signatures
- Social EmbedM
Meta Social SDK
Med Meta Platforms
Meta's JavaScript SDK for embedding social plugins (Like buttons, Share buttons, Login, Comments, embedded posts) on third-party websites. Distinct from the Meta Pixel - this SDK provides social interaction features rather than conversion tracking. The CJEU Fashion ID ruling (C-40/17) established that website operators embedding Facebook Social Plugins are joint controllers with Meta for the collection and transmission of personal data triggered by the plugin.
2 detection signatures
- Advertising
Microsoft Ads (UET)
High Microsoft Ads (UET)
Advertising tag that tracks browsing behaviour and sends conversion data to Microsoft's ad platform, covering the Bing, Yahoo, and DuckDuckGo syndicated search network. Frequently deployed alongside Google Ads tags but receives significantly less governance attention despite collecting comparable data. Commonly found on regulated organisation websites due to Microsoft's broad enterprise presence, making it a frequent oversight in tag audits that focus primarily on Google and Meta pixels.
2 detection signatures
- Session Recording
Microsoft Clarity
High Microsoft Clarity
Free session replay and heatmap tool from Microsoft. Captures user clicks, scrolls, and page interactions. Provides session recordings, heatmaps, and insights dashboard. Integrates with Google Analytics for combined analysis.
1 detection signature
- Ad Verification
Mint AV
Med Mint AV
Ad verification tag that typically arrives on websites through the ad delivery chain rather than being deployed directly by the site operator. Measures viewability metrics, detects invalid traffic, and analyses page content for brand safety. Governance teams frequently encounter this tag during audits without prior awareness of its presence, as it is embedded alongside ad creatives by advertisers and agencies through ad servers.
2 detection signatures
- Analytics
Mixpanel
High Mixpanel
Event-based product analytics tag that builds detailed behavioural profiles by tying granular user interactions (button clicks, feature usage, custom events) to persistent user identifiers. The user-centric data model supports enrichment with custom properties, meaning the depth of profiling is limited only by what the implementer chooses to send. Organisations should verify that EU data residency is enabled and that the scope of tracked events has been reviewed against data minimisation requirements.
1 detection signature
- Session Recording
Mouseflow
High Mouseflow
Session replay and behaviour analytics platform. Records user sessions including mouse movements, clicks, scrolls, and form interactions. Provides heatmaps, funnels, and form analytics. Headquartered in Denmark.
2 detection signatures
- Customer Data Platform
mParticle
Med mParticle
Customer data platform (CDP) that collects, unifies, and distributes customer data across marketing, analytics, and data warehousing tools. Provides identity resolution, audience management, and real-time data routing.
2 detection signatures
- Performance Monitoring
New Relic
Med New Relic
Application performance monitoring (APM) and observability platform. The browser agent captures page load timing, JavaScript errors, AJAX calls, and session traces. Provides real user monitoring for front-end performance analysis.
1 detection signature
- Push Notifications
OneSignal
Med OneSignal
Push notification and in-app messaging platform. Provides web push, mobile push, email, and SMS messaging. Collects device tokens, subscription status, and engagement data to deliver targeted notifications.
2 detection signatures
- Consent Management
OneTrust
High OneTrust
Enterprise consent management platform for collecting and enforcing user consent preferences. Integrates with tag managers and advertising platforms to gate tags based on consent status. Widely used by regulated organisations.
7 detection signatures
- A/B Testing
Optimizely
Med Optimizely
Experimentation and feature management platform. Provides A/B testing, multivariate testing, feature flags, and personalisation. Processes visitor data to assign experiment variations and measure conversion outcomes.
2 detection signatures
- Consent Management
Osano
Med Osano
Consent management and data privacy platform. Provides cookie consent banners, vendor monitoring, data mapping, and subject rights management. Monitors websites for new tracking technologies and manages consent compliance.
1 detection signature
- Advertising
Outbrain
High Outbrain
Content discovery and native advertising platform. Serves content recommendations on publisher sites and tracks conversions for advertisers. Places pixels to build audience segments and measure content engagement.
2 detection signatures
- Advertising
Ozone
High Ozone
Publisher consortium advertising tag (News UK, The Guardian, Reach) that facilitates audience targeting, impression tracking, and conversion measurement across participating UK and European publisher websites. The consortium model creates complex data controllership arrangements that organisations should clarify before deployment. Commonly found on UK media websites and on advertiser sites using Ozone for campaign attribution.
2 detection signatures
- Marketing Automation
Pardot
Med Pardot
B2B marketing automation platform owned by Salesforce (now Salesforce Marketing Cloud Account Engagement). Tracks website visitor behaviour, manages lead scoring, and automates marketing campaigns. Integrates deeply with Salesforce CRM.
2 detection signatures
- Advertising
Partnerize
High Partnerize
Partnership management platform. Tracks referrals, conversions, and commissions for affiliate and partner marketing programmes. Provides attribution, commission management, and partner recruitment tools.
2 detection signatures
- Analytics
Pendo
Med Pendo
Product analytics and in-app guidance platform. Tracks feature usage, user journeys, and product engagement. Provides in-app guides, tooltips, and surveys. Used by product teams to understand feature adoption and guide users.
1 detection signature
- Analytics
Piano
Med Piano
Digital experience platform providing analytics, personalisation, and subscription management. The Piano Analytics component (formerly AT Internet) provides web analytics with EU data processing. Used by publishers and media organisations.
3 detection signatures
- Performance Monitoring
Pingdom
High Pingdom
Real user monitoring (RUM) snippet owned by SolarWinds that collects browser-side performance metrics including page load times, resource timing, and geographic distribution from actual visitors. Often overlooked in governance reviews because it is classified as an operations tool, yet the RUM component executes in visitor browsers and collects data that may constitute personal data under GDPR. The distinction between Pingdom's server-side synthetic monitoring (no personal data) and its client-side RUM (in scope) is frequently misunderstood.
1 detection signature
- Advertising
Pinterest Tag
High Pinterest Tag
Advertising pixel that tracks page visits, sign-ups, and purchases, sending conversion data to Pinterest's US-based ad platform for retargeting and audience creation. Lower profile than Meta or Google advertising tags, which means it is frequently overlooked during governance audits despite collecting comparable browsing and conversion data. Enhanced Match functionality can transmit hashed personal data, which should be disclosed in the organisation's privacy notice.
4 detection signatures
- Analytics
Plausible
Med Plausible
Privacy-focused, lightweight web analytics platform. Open-source and EU-hosted (Germany). Does not use cookies, does not collect personal data, and does not track users across sites. Provides basic traffic metrics without individual visitor identification.
2 detection signatures
- Advertising
Podscribe
High Podscribe
Podcast attribution pixel that cross-references website visit data with podcast listening data, linking user behaviour across two distinct media channels. This cross-channel matching creates a particularly complex data flow for governance review. Primarily US-focused with potentially less mature GDPR compliance infrastructure than larger advertising platforms, so DPOs should scrutinise data processing arrangements carefully before deployment.
2 detection signatures
- Analytics
PostHog
Med PostHog
Open-source product analytics platform providing event tracking, session replay, feature flags, A/B testing, and surveys. Offers self-hosted and cloud deployment options. Designed for product teams with a developer-focused approach.
2 detection signatures
- Chat & Support
Qualified
Med Qualified
Conversational marketing platform for B2B pipeline generation. Provides live chat, AI chatbots, and account-based visitor identification using Salesforce integration. Identifies website visitors and routes them to sales representatives.
2 detection signatures
- Consent Management
Quantcast Choice
Med Quantcast Choice
Consent management platform (CMP) from Quantcast. Provides TCF v2.2-compliant consent collection, GDPR and CCPA consent banners, and integration with the IAB Transparency and Consent Framework.
1 detection signature
- Analytics
Quantum Metric
Med Quantum Metric
Digital analytics platform providing session replay, journey analytics, and real-time business impact quantification. Captures user interactions and correlates them with business outcomes. Used by enterprise organisations for conversion optimisation.
1 detection signature
- Advertising
Reddit Pixel
High Reddit Pixel
Advertising pixel that tracks page visits, sign-ups, and purchases, sending conversion data to Reddit's US-based ad platform for retargeting and campaign optimisation. Less widely deployed than major platform pixels, which means it is frequently overlooked during tag governance audits. Increasingly found on technology, gaming, and financial services websites, and its lower profile should not be mistaken for lower risk.
10 detection signatures
- Marketing Automation
Salesforce Marketing Cloud
Med Salesforce Marketing Cloud
Enterprise marketing automation platform from Salesforce. Provides email marketing, journey orchestration, audience segmentation, and cross-channel campaign management. The web tracking component monitors site behaviour for campaign targeting.
2 detection signatures
- AdvertisingS
Seedtag
High Seedtag
Contextual advertising platform that analyses page content in real time to serve relevant ads without relying on third-party cookies. Seedtag's JavaScript tag reads the page DOM to understand content context and places in-content advertising units. While marketed as a privacy-first alternative to behavioural targeting, the tag still processes page data and makes network requests to Seedtag servers, which requires assessment under GDPR and the ePrivacy Directive.
4 detection signatures
- Customer Data Platform
Segment
Med Segment
Customer data platform (CDP) owned by Twilio. Collects, transforms, and routes customer events to downstream analytics, marketing, and data warehousing tools. Provides identity resolution and audience management across sources and destinations.
1 detection signature
- Error Tracking
Sentry
Med Sentry
Application error monitoring and performance tracking platform. Captures JavaScript errors, stack traces, and performance data from front-end applications. Provides error grouping, alerting, and release tracking for development teams.
2 detection signatures
- AnalyticsS
SiteImprove Analytics
Med Siteimprove
Website analytics and accessibility monitoring platform headquartered in Copenhagen, Denmark. Provides analytics, SEO auditing, and accessibility compliance checking. As an EU-headquartered vendor with EU data residency, Siteimprove presents a lower transfer risk than US-based analytics alternatives.
2 detection signatures
- Session Recording
Smartlook
High Smartlook
Session replay and product analytics platform, acquired by Cisco in 2023. Records user sessions with heatmaps, event tracking, and funnel analysis. Provides automatic event detection and crash reporting for web and mobile applications.
2 detection signatures
- Advertising
Snap
High Snap
Snapchat advertising pixel. Tracks conversions, builds custom audiences, and measures advertising campaign performance on the Snapchat platform. Fires on page events to attribute website actions to Snapchat ad interactions.
1 detection signature
- Analytics
Snowplow
Med Snowplow
Behavioural data platform for creating and collecting first-party data. Open-source event tracker that sends data to your own data warehouse (Redshift, BigQuery, Snowflake, Databricks). Provides full data ownership with no vendor lock-in on the data store.
1 detection signature
- Consent Management
Sourcepoint
Med Sourcepoint
Consent management and privacy messaging platform. Provides GDPR/TCF-compliant consent collection, CCPA/CPRA notices, and authenticated consent. Supports native app consent and connected TV. Used by publishers and media organisations.
2 detection signatures
- Performance Monitoring
Speedcurve
Med Speedcurve
Web performance monitoring platform. Provides synthetic monitoring, real user monitoring (RUM), and third-party performance impact analysis. Tracks core web vitals, resource timing, and visualises performance over time.
2 detection signatures
- Advertising
Taboola
High Taboola
Content discovery and native advertising platform. Serves content recommendations on publisher sites and tracks conversions for advertisers. Places pixels to build audience segments and attribute content engagement to advertising campaigns.
1 detection signature
- Customer Data Platform
Tealium AudienceStream
Med Tealium AudienceStream
Customer data platform (CDP) from Tealium. Collects visitor data, builds unified customer profiles, and provides audience segmentation, real-time decisioning, and integration with downstream marketing and analytics tools.
2 detection signatures
- Tag Management
Tealium iQ
Med Tealium iQ
Enterprise tag management system from Tealium. Orchestrates deployment of marketing, analytics, and advertising tags via the Universal Data Hub. Provides a data layer, load rules, and tag extensions for managing third-party code.
2 detection signatures
- Advertising
The Trade Desk
High The Trade Desk
Demand-side platform (DSP) for programmatic advertising. Places tracking pixels for conversion measurement, audience building, and cross-device targeting. Operates the Unified ID 2.0 identity solution for cookieless advertising.
1 detection signature
- Advertising
TikTok Pixel
High TikTok Pixel
High-scrutiny advertising pixel due to ByteDance's Chinese ownership and the potential for data access by Chinese authorities under national security legislation. Tracks page views, add-to-cart actions, and purchases, sending conversion data to TikTok's ad platform. Multiple EU member states have restricted TikTok on government devices, and European DPAs have raised specific concerns about data transfers. Deploying this tag on a regulated organisation's website requires careful risk assessment beyond standard advertising tag governance.
2 detection signatures
- Consent Management
TrustArc
Med TrustArc
Privacy management and consent platform. Provides cookie consent banners, privacy assessments, data inventory, and regulatory compliance tools. Supports GDPR, CCPA, and other privacy regulations. Formerly TRUSTe.
3 detection signatures
- Social EmbedT
Twitter/X Embed
Med X (Twitter)
Twitter/X embed widgets loaded via JavaScript on third-party websites. The widgets.js script from platform.twitter.com (or platform.x.com) loads embedded tweets, timelines, and share buttons. On load, the embed transmits visitor data to X Corp's infrastructure including IP address, browser fingerprint, and referrer information.
3 detection signatures
- Consent Management
Usercentrics
Med Usercentrics
Consent management platform (CMP) providing GDPR, ePrivacy, and TCF v2.2 compliance. Offers cookie consent collection, privacy documentation, and integration with major tag management systems. EU-headquartered (Germany).
3 detection signatures
- A/B Testing
VWO
High VWO
A/B testing and conversion optimisation platform (Visual Website Optimizer) by Wingify. Provides A/B testing, multivariate testing, split URL testing, and personalisation. Uses a visual editor for creating test variations without code changes. Merged with AB Tasty in January 2026 under Everstone Capital.
2 detection signatures
- Advertising
X (formerly Twitter)
High X (formerly Twitter)
X (formerly Twitter) advertising pixel. Tracks conversions, builds tailored audiences, and measures advertising campaign performance on the X platform. Fires on page events to attribute website actions to X ad interactions.
2 detection signatures
- Advertising
YouTube
High YouTube
Among the most common third-party tracking findings in tag governance audits. Standard YouTube embeds set cookies and transmit data to Google's advertising infrastructure even when the visitor does not interact with the video. The privacy-enhanced mode (youtube-nocookie.com) defers some cookie setting but does not eliminate data collection, and is frequently misunderstood as a complete privacy solution. Multiple European DPAs have confirmed that standard YouTube embeds require consent under the ePrivacy Directive.
2 detection signatures
- Social EmbedY
YouTube Embed
High Google
YouTube video embeds loaded via iframe on third-party websites. Standard embeds (youtube.com/embed/) set cookies and transmit data to Google's infrastructure on page load. The privacy-enhanced mode (youtube-nocookie.com/embed/) is widely misunderstood - despite the name, it still sets cookies when the user plays the video, and in some configurations sets cookies on page load. Multiple European DPAs have confirmed that YouTube embeds require consent under the ePrivacy Directive.
2 detection signatures
- Chat & Support
Zendesk
Med Zendesk
Customer service and support platform. The Zendesk Web Widget provides live chat, help centre search, and support ticket creation. Embeds a persistent widget that collects visitor information and conversation data.
2 detection signatures
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