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Last updated: 2026-04-06
Reference

Data Processing Documentation

Dxtra Tag Manager is designed to minimize data processing while providing useful analytics. This page describes what data the Tag Manager collects, how it is processed, and how it integrates with the Dxtra compliance platform.

What Data Is Collected

Built-in Analytics

Dxtra's built-in analytics collects only non-personal data:

Data Type Details Storage
Page URL and title Current page being viewed ClickHouse analytics cluster
Referrer Previous page or external source ClickHouse analytics cluster
UTM parameters Campaign attribution data ClickHouse analytics cluster
Browser and OS Browser name, version, operating system ClickHouse analytics cluster
Device type Desktop, mobile, or tablet ClickHouse analytics cluster
Screen resolution Viewport dimensions ClickHouse analytics cluster
Country and city Derived from IP address (IP not stored) ClickHouse analytics cluster
Custom events Events sent via dxtraAnalytics.track() ClickHouse analytics cluster

Not collected: IP addresses, cookies, personal identifiers, cross-site tracking data.

Third-Party Tags

Data sent to third-party platforms (Google Analytics, Facebook Pixel, etc.) is controlled by the rules you configure. Dxtra does not intercept or store data sent to third parties.

Dxtra Analytics

Dxtra's built-in analytics uses a privacy-by-design approach that does not require consent:

  • No cookies or persistent identifiers
  • No personal data collected
  • Visitor counting uses a 24-hour rotating hash
  • IP addresses processed only for geographic lookup, then discarded

This design supports a legitimate interest legal basis for basic website analytics under GDPR.

Third-Party Tags

Third-party tags typically require explicit consent. Use Tag Manager rule conditions to check consent status before firing these tags:

  • CMP.analytics -- for analytics platforms
  • CMP.marketing -- for marketing and advertising platforms
  • CMP.functional -- for functional tools

See Consent Integration for detailed configuration.

Integration with Dxtra Compliance

Tag Manager integrates with the broader Dxtra compliance platform:

  • Processing Activity Log -- Tag Manager events can be visible in the Processing Activity Log on the Transparency Center
  • Consent Records -- Consent decisions captured by the cookie banner are stored and auditable
  • Data Subject Rights -- If a data subject submits an access or erasure request, analytics data associated with their session can be addressed through the rights management workflow

Data Retention

Data Type Default Retention
Raw analytics events 13 months
Aggregated metrics 50 months
Visitor identifiers (hashes) 24 hours
Consent records Duration of consent + regulatory retention period

Configure retention settings in Tag Manager > Analytics > Settings.

Data Security

  • All data transmission uses HTTPS/TLS encryption
  • Analytics data stored in a dedicated ClickHouse cluster
  • Access controlled through Dxtra role-based permissions
  • No analytics data shared with third parties

Continue to Platform Integration for guidance on implementing Tag Manager across different platforms and CMSs.