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Pixels, JavaScript, and user data

What is the CMP pixel?

The Optimizely Content Marketing Platform (CMP) pixel is an invisible image file (unique to each article) included in each piece of content published from the CMP. It lets the CMP JavaScript associate page views, engagement, and actions with specific articles. If you do not install the CMP JavaScript, the pixel permits tracking page views and unique visitors for each article; however, if you install the CMP JavaScript, the JavaScript handles page view tracking.

What user data does CMP capture with the CMP pixel?

The CMP pixel has the article's ID currently being viewed encoded in its URL. When the pixel activates, it requests Optimizely servers to track a page view containing the user's IP address, user agent, page URL, and timestamp. CMP stores the data in AWS S3 and encrypts it at rest.

What user data does CMP capture with the CMP JavaScript?

When you install the CMP JavaScript, it checks for a pixel on the page to identify the ID of the article the user is viewing. The CMP JavaScript then tracks a pageview event and scroll depth and engagement events using a timer to measure content performance metrics.

CMP's JavaScript works in tandem with Google Analytics. See the cookies set by Google Analytics in Google Analytics Cookie Usage on Websites.

The CMP JavaScript also sets two cookies, which have their values passed along with tracked events:

  • __ncuid – a randomly generated ID that lasts for 365 days to track a unique visitor
  • nc-previous-guid – lasts for 24 hours and stores the ID of the last seen article published from CMP

If you integrate analytics with Eloqua, the CMP JavaScript tracks email addresses when a user submits their email and Eloqua's JavaScript identifies them as a contact.

Data collected through CMP JavaScript passes through Google Analytics, exports to CMP's AWS S3 bucket, and encrypts at rest.

The visitor's IP address is not exposed through the data we pull from Google Analytics. For more on how Google Analytics handles data, see its data privacy and security documentation.

What is the cookie expiry term?

CMP cookies and cookies set by Google Analytics that CMP references expire 12 months after they are set.

Can I change the cookie expiry term?

No, you cannot change cookie expiry per instance.

Does the JavaScript call any other vendor or software?

The CMP JavaScript calls:

  • Google Analytics
  • Google Tag Manager (GTM), if there is a CMP GTM container for the instance, to track action analytics. See also Analytics overview in the CMP user guide.
  • Eloqua, if GTM is configured to use Eloqua for the instance.

What domains must be on an allow list for the CMP JavaScript?

Place the following domains on the allow list:

  • analytics.optimizely.com
  • pixel.optimizely.com
  • www.google-analytics.com
  • www.googletagmanager.com (for actions, but not strictly necessary)