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Act-On

Act-On

Act-On is a marketing automation platform. Its scripts track website visitor behavior including page views, form submissions, and link clicks. It sets persistent cookies for lead identification and visitor recognition across sessions, enabling automated email campaigns triggered by browsing activity.

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Overview

Act-On provides marketing teams with a comprehensive automation platform that connects website visitor behavior to downstream marketing actions. The platform bridges the gap between anonymous website browsing and identified lead nurturing by tracking how visitors interact with web pages and then using that behavioral data to trigger personalized email sequences, lead scoring updates, and sales team notifications.

The depth of Act-On's tracking extends across the full visitor journey. Its scripts record every page view, form submission, link click, and content download, storing this activity timeline against persistent visitor identifiers. When an anonymous visitor eventually submits a form, their entire prior browsing history is retroactively associated with their contact record, giving sales teams a detailed picture of the prospect's interests and engagement level before any direct conversation.

What This Script Does

  • Sets persistent first-party cookies to identify and recognize visitors across sessions
  • Tracks page views, form submissions, link clicks, and content downloads site-wide
  • Records detailed visitor activity timelines tied to persistent browser identifiers
  • Merges anonymous browsing history with identified contact records upon form submission
  • Triggers automated email campaigns and lead scoring updates based on browsing behavior
  • Sends comprehensive behavioral data to Act-On's servers for marketing automation workflows

Consent & Compliance

Act-On's scripts represent comprehensive marketing surveillance — setting persistent tracking cookies, recording detailed behavioral data across sessions, and building extensive visitor profiles for marketing automation. The platform explicitly collects data for lead identification, scoring, and targeted campaign delivery. This is unambiguously tracking under GDPR and ePrivacy. The retroactive association of anonymous browsing history with identified contacts is particularly significant from a privacy perspective, as visitors may not realize their pre-identification behavior is being recorded and later linked to their identity. Prior consent is mandatory.

Should You Block This Without Consent?

Yes. Act-On is a marketing automation platform that deploys persistent tracking cookies, collects comprehensive behavioral data, and builds detailed visitor profiles for lead nurturing and targeted marketing. All tracking scripts must be blocked until explicit consent is obtained.

Is Act-On GDPR compliant?

Act-On typically loads marketing and analytics trackers, which are not strictly necessary for your site to work. Under the GDPR and the ePrivacy Directive, non-essential cookies and trackers must stay blocked until a visitor gives clear opt-in consent. So Act-On can be fully GDPR compliant, but only if your site holds its scripts until consent is granted and lets visitors decline just as easily. Compliance depends on how your site loads Act-On, not on Act-On itself.

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Consent Categories

MarketingAnalytics

Also Known As

act-on cookiesact-on consentact-on trackingact-on privacyact-on marketing automation gdpract-on lead tracking

Industries

Business and Consumer ServicesMarketing and AdvertisingComputers Electronics and TechnologyBusiness Services

Tracked Domains (1)

acton.comMarketing

acton.com is a marketing domain operated by Act-On, used to serve ads, build audiences, and measure ad conversions.

Frequently Asked Questions

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