Keap

Overview

Keap (formerly Infusionsoft) is a CRM and marketing automation platform designed for small businesses and solo entrepreneurs. It combines contact management, email marketing, sales pipeline tracking, and payment processing into a single platform. When deployed on a website, Keap's scripts serve as the data collection front end — capturing leads through embedded forms and tracking visitor behavior to feed into Keap's automated marketing workflows.

Keap has a long history in the small business marketing space, having launched as Infusionsoft in 2001 before rebranding in 2019. It is particularly popular among coaches, consultants, and service-based businesses that need an all-in-one solution for managing customer relationships and marketing campaigns.

What This Script Does

When Keap's tracking and form scripts are deployed on your website, the following occurs:

• Lead capture forms: Keap embeds customizable forms on landing pages, blog posts, and other pages to collect visitor information — typically name, email, phone number, and custom fields. Submitted data is automatically created as a contact record in the Keap CRM.
• Visitor tracking: Keap's tracking script monitors page views, recording which pages a visitor views and how long they spend. This behavioral data is associated with the visitor's contact record once they identify themselves through a form submission.
• Click and link tracking: Links in emails sent through Keap are wrapped with tracking URLs. When recipients click through to the website, Keap correlates their email engagement with their on-site behavior.
• Cookie deployment: The tracking script sets cookies to identify visitors across sessions. Before a visitor submits a form, they are tracked anonymously. After form submission, their anonymous browsing history is retroactively attached to their contact record.
• Automation triggers: Page views and form submissions can trigger automated sequences in Keap — sending follow-up emails, assigning tags, updating lead scores, or notifying sales reps. The website tracking provides the behavioral signals that drive these automations.
• Event tracking: Custom events (button clicks, video plays, scroll depth) can be configured to capture additional behavioral signals beyond basic page views.

Consent & Compliance

Keap's website tracking is marketing data collection that requires consent. The tracking script sets cookies to identify visitors, monitors browsing behavior across pages, and builds behavioral profiles that power automated marketing campaigns. All of these activities fall under the ePrivacy Directive's consent requirement for non-essential cookies and tracking.

The retroactive association of anonymous browsing history with a contact record (triggered when a visitor submits a form) is particularly noteworthy from a compliance perspective. Visitors may not realize that their pre-submission browsing behavior will be attached to their identity and used for marketing automation.

Under GDPR, the behavioral profiling and automated decision-making (triggering email sequences based on page views) constitute processing of personal data for direct marketing, which requires clear consent. The lead capture forms themselves should include adequate privacy disclosures about how submitted data will be used.

Keap processes all collected data on its own infrastructure, making it a third-party data processor. Site operators using Keap should have a Data Processing Agreement in place.

Should You Block This Without Consent?

Yes. Keap's tracking scripts set cookies, monitor visitor behavior, build behavioral profiles, and power automated marketing campaigns. This is marketing-oriented data collection that requires explicit consent under both the ePrivacy Directive and GDPR.