Drip

Overview

Drip is an ecommerce-focused email and SMS marketing automation platform. Unlike general-purpose marketing platforms, Drip is built specifically for direct-to-consumer (DTC) brands — its data model revolves around purchase intent signals, product interaction events, and customer lifetime value segmentation. The platform's on-site JavaScript tag performs deep behavioural tracking, capturing granular shopper actions to feed workflow automation engines that trigger personalised email and SMS sequences based on purchase intent.

Drip holds EU-US Data Privacy Framework certification for EEA-to-US personal data transfers.

What This Script Does

Drip deploys a JavaScript tag on the merchant's storefront that loads from Drip's CDN and attaches event listeners throughout the shopping experience.

Scripts loaded: dc.services.visualstudio.com tracking snippet bootstrapped via a property-specific Drip account ID, and the primary Drip tracker from t.dripemail.com or tag.drip.com.

Cookies set:

• _drip_client_{account_id} — First-party persistent cookie. Stores the Drip subscriber identifier and anonymous visitor identifier. Set immediately on page load. Expiry: 2 years.
• _drip_uid — First-party persistent cookie. Stores the pseudonymous visitor UUID for identity resolution before email identification occurs. Expiry: 2 years.
• _drip_sid — First-party session cookie. Maintains session boundary for distinguishing separate visits. Expiry: 30 minutes of inactivity.

Events tracked:

• Product views: Records product ID, SKU, name, price, and URL for every product page viewed. Populates browse abandonment triggers.
• Category page views: Logs category browsing to infer product interest segments.
• Cart additions: Captures item ID, quantity, and cart value when a product is added to cart. Initiates cart abandonment workflow logic.
• Cart removals: Logs when items are removed, adjusting cart abandonment timing and content.
• Checkout initiation and step progression: Tracks each checkout step (cart → shipping → payment → confirmation) for funnel abandonment recovery.
• Purchase completion: Fires a conversion event with order ID, revenue, and product IDs. Closes abandonment loops and logs purchase history for LTV segmentation.
• Email identification: When a visitor submits an email address (checkout email field, newsletter form, popup), Drip resolves their anonymous cookie to a known subscriber profile and links all prior browsing history to that profile.

Data transmitted: All events are sent as beacons to Drip's data collection endpoints. Identified visitor data is merged into the subscriber's Drip profile for segmentation and campaign triggering.

Consent & Compliance

Consent category: Marketing

Drip sets persistent identification cookies on page load (before any user interaction) and collects granular individual browsing behaviour for the explicit purpose of building marketing profiles and triggering targeted campaigns. This requires freely given, specific, informed consent under GDPR Article 6(1)(a) and the ePrivacy Directive before any script loading.

Under CCPA/CPRA, Drip's collection of browsing behaviour and its linkage to a marketing subscriber profile — combined with data sharing with Drip's platform — constitutes a "sale" and "sharing" of personal information. Opt-out rights under CPRA apply.

Drip holds EU-US Data Privacy Framework certification, and offers Standard Contractual Clauses as an additional transfer mechanism for EEA data flows.

The IAB TCF does not directly govern Drip (it targets publishers/ad networks), but equivalent consent requirements apply under GDPR for marketing automation tracking.

Should You Block This Without Consent?

Yes. Drip immediately sets 2-year persistent identification cookies and transmits granular browsing behaviour to build marketing subscriber profiles. It must be blocked until the visitor grants explicit marketing consent.