Acquia

Overview

Acquia provides a digital experience platform built on Drupal, offering content management, personalization, and customer data orchestration capabilities. Its web-facing scripts include the Acquia Lift personalization engine and Acquia Analytics modules that embed directly into Drupal-powered websites. These components work together to deliver targeted content variations and collect visitor engagement data for optimization.

What This Script Does

Acquia's client-side components typically load from domains such as lift.acquia.com or custom subdomains configured per deployment. The Acquia Lift agent script collects visitor behavior data — page views, content interactions, click patterns, and form submissions — to build visitor profiles used for real-time content personalization.

The scripts set cookies for visitor identification and audience segmentation. A persistent visitor identity cookie (commonly expiring after 1–2 years) tracks the visitor across sessions to build a behavioral profile. Additional cookies store segment membership, A/B test variant assignments, and personalization rule matches. Session cookies maintain state for active personalization decisions.

Data collected includes page URLs, content element interactions, referrer information, UTM parameters, device and browser metadata, and any custom events configured by the site operator. This data feeds into Acquia's customer data platform (CDP) for profile unification and segment building.

Consent & Compliance

Acquia scripts span analytics and functional categories. The analytics classification covers the visitor behavior tracking, profile building, and A/B testing functionality. The functional classification applies when personalization directly affects the content experience — such as displaying region-specific information or language preferences.

Under GDPR and ePrivacy, the persistent visitor identification cookies and cross-session behavioral profiling clearly require consent before activation. The profiling activities may also trigger GDPR Article 22 considerations regarding automated decision-making. Under CCPA/CPRA, the collection and processing of behavioral data for content personalization may constitute "profiling" as defined by CPRA, and the sharing of visitor data with Acquia's cloud infrastructure requires disclosure in privacy policies.

Should You Block This Without Consent?

Yes. Acquia's personalization and analytics scripts set persistent tracking cookies and build cross-session visitor profiles, which constitute non-essential processing under ePrivacy rules. Block these scripts until the visitor has consented to analytics cookies. If the site relies on Acquia for essential content delivery (not personalization), those components should be separated from the tracking scripts.