Listrak

Overview

Listrak is an email and SMS marketing automation platform built specifically for retail and e-commerce brands. The platform specialises in behavioural triggers — identifying browse abandonment, cart abandonment, and purchase events on a merchant's website and translating those signals into automated email and SMS sequences. Listrak holds the EU-US Data Privacy Framework certification, meaning it self-certifies adequate protection for personal data transferred from the EEA to the US.

What This Script Does

Listrak loads a first-party JavaScript tag on the merchant's storefront that fires continuously as shoppers interact with the site. The primary script file loads from s1.listrakbi.com and instantiates the Listrak tracking object on the host page.

Cookies set:

• _ltkc — First-party persistent cookie. Stores the Listrak contact identifier for a recognised subscriber. Set on email click-through or form submission. Expiry: 2 years.
• _ltk — First-party session cookie. Maintains the anonymous browsing session before contact identification. Expiry: session.
• _ltkHash — First-party persistent cookie. Hashed contact reference used for secure identity resolution. Expiry: 1 year.

Events tracked:

• Product page views: Records SKU, product name, category, and price for each product page visited. Used to build browse-abandonment trigger sequences.
• Category browsing: Logs category page visits to infer purchase intent signals for category-level abandonment emails.
• Cart additions and removals: Captures add-to-cart and remove-from-cart events including item IDs, quantities, and cart value totals. Feeds cart abandonment automation workflows.
• Checkout progress: Tracks checkout step completion. Abandonment at any checkout stage triggers separate recovery sequences.
• Purchase completion: Fires a conversion event with order ID, total value, and line items to close open abandonment loops and log purchase history.
• Contact identification: When a visitor arrives via an email click-through link, the _ltkc cookie is set to link subsequent browsing to the known subscriber profile. Form submissions (newsletter, checkout email field) also trigger identity resolution.

All events are transmitted as beacons to s1.listrakbi.com, Listrak's data collection endpoint. Identified visitor data is merged into the contact's profile within the Listrak platform for use in segmentation and automated campaign triggering.

Consent & Compliance

Consent category: Marketing / Analytics

Listrak scripts set persistent identification cookies and transmit individual browsing behaviour to build marketing profiles. This falls squarely within GDPR Article 6(1)(a) — processing for marketing automation requires freely given, specific, informed consent. The ePrivacy Directive requires prior consent before reading or writing identification cookies. Under CCPA/CPRA, Listrak's collection of browsing data linked to a marketing profile and sharing with Listrak constitutes a "sale" or "share" of personal information — opt-out rights apply.

Listrak participates in IAB TCF as a registered vendor, covering Purpose 1 (storage and access), Purpose 3 (personalisation), Purpose 4 (ad selection, delivery, reporting), and Purpose 7 (measurement).

Listrak holds EU-US Data Privacy Framework certification, providing a lawful transfer mechanism for EEA-to-US personal data flows in addition to Standard Contractual Clauses.

Should You Block This Without Consent?

Yes. Listrak sets persistent identification cookies and sends individual behavioural data to build marketing profiles for automated email and SMS campaigns. It must be blocked until the visitor grants explicit marketing consent.