Does the Kenshoo (Skai) conversion pixel require visitor consent?

Yes. Kenshoo's conversion pixel sets a persistent tracking cookie storing click attribution data and transmits purchase and lead data to third-party ad servers. Under GDPR and ePrivacy rules, this requires explicit prior consent. Block the script until the visitor opts in to marketing tracking.

What does the Kenshoo conversion tag actually collect?

The tag reads a click ID from the landing URL, stores it in a first-party cookie (_kenshoo_data, 30-day expiry), then fires a conversion beacon on goal pages containing campaign identifiers, click ID, conversion value, product IDs, and transaction ID to Kenshoo's servers for attribution.

How does ConsentStack manage Kenshoo (Skai) tags?

ConsentStack classifies Kenshoo as a marketing vendor and blocks its pixel by default until the visitor grants explicit marketing consent. Once consent is given, ConsentStack releases the tag to fire normally. This prevents unlawful cookie placement and unauthorized data transmission to Skai's ad servers.

What tracker domains does Kenshoo TLD use?

ConsentStack has catalogued tracker domains for Kenshoo TLD including xg4ken.com. These are the network destinations Kenshoo TLD's scripts contact, which a consent platform blocks until a visitor agrees.

Kenshoo TLD (xg4ken.com) - Ad Conversion Pixels & Consent Guide

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Overview

Kenshoo (rebranded as Skai in 2021) is an AI-powered omnichannel advertising platform for managing and optimizing campaigns across search (Google, Bing), social (Meta, TikTok, Pinterest), and retail media (Amazon, Walmart, Instacart, Kroger) channels. When Kenshoo/Skai conversion tags appear on advertiser websites, they are attributing purchases and leads to specific ad clicks managed through the platform. The platform is used by agencies and in-house performance marketing teams running large-scale paid media programs.

What This Script Does

The Kenshoo/Skai conversion pixel is a JavaScript tag that fires on advertiser goal pages (order confirmations, lead form thank-you pages, account registration completions):

Attribution tracking:

On ad click, a kw or skai_click_id parameter is appended to the landing page URL by the ad platform
The Kenshoo tag reads this click ID from the URL and stores it in a first-party cookie (_kenshoo_data, first-party, 30-day expiry) on the advertiser's domain
On the conversion page, the script reads the stored click ID and fires a conversion beacon to Kenshoo's servers (pixel.kenshoo.com or pixel.skai.io) with the conversion data

Conversion data transmitted:

Campaign and ad group identifiers
Click ID for attribution matching
Conversion value (order total or lead value in configured currency)
Product IDs or categories (for retail media attribution)
Transaction ID (for deduplication)

Multi-channel attribution:

Kenshoo acts as a unified measurement layer across search, social, and retail media channels
The same conversion pixel can attribute a sale to whichever channel drove the last click, across all channels managed in Kenshoo's platform
The click attribution window is configurable (typically 7-30 days for clicks, 1 day for view-through)

No behavioral tracking beyond attribution:

Kenshoo's pixel does not collect behavioral data outside the click-to-conversion attribution window
It does not build audience profiles or sync data to DSPs for retargeting (that happens via the connected ad platforms themselves)

Consent & Compliance

Category: Marketing
GDPR/ePrivacy: Requires explicit opt-in consent. The _kenshoo_data cookie is a persistent tracking cookie storing click attribution data. Under the ePrivacy Directive, this requires prior consent before the script fires. Under GDPR, the data transmission to Kenshoo's servers for attribution constitutes personal data processing for marketing purposes.
CCPA/CPRA: Conversion tracking and the sharing of click/purchase data with a third-party advertising platform constitutes "sharing" of personal information for cross-context behavioral advertising purposes. Must honor Global Privacy Control (GPC) opt-out signals.
IAB TCF Purposes: Purpose 1 (Store/access information), Purpose 7 (Measure ad performance), Purpose 8 (Measure content performance) — requires vendor consent under TCF if operating within a CMP framework.
EU-US transfers: Skai is a US company (San Francisco). EU data transfers rely on Standard Contractual Clauses or the EU-US Data Privacy Framework.

Should You Block This Without Consent?

Yes. Kenshoo/Skai scripts exist for advertising attribution. They set tracking cookies and transmit conversion data to third-party ad servers. Block until the visitor has granted marketing consent.

Is Kenshoo TLD GDPR compliant?

Kenshoo TLD typically loads marketing 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 Kenshoo TLD 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 Kenshoo TLD, not on Kenshoo TLD itself.

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Consent Categories

Marketing

Also Known As

KenshooSkaiKenshoo pixelsearch ad attributionsocial ad trackingconversion pixelretail media platform

Industries

Marketing and AdvertisingComputers Electronics and TechnologyBusiness and Consumer ServicesProgramming and Developer Software

Tracked Domains (1)

Kenshoo TLD's trackers are rarely seen, seen on under 1% of the sites ConsentStack has scanned. Scan your own site to see which of these are firing before consent.

xg4ken.comMarketing

xg4ken.com is a marketing domain operated by Kenshoo TLD, used to serve ads, build audiences, and measure ad conversions. Seen on under 1% of scanned sites.