{"id":227601,"date":"2026-10-06T15:53:03","date_gmt":"2026-10-06T15:53:03","guid":{"rendered":"https:\/\/datatrue.com\/?page_id=227601"},"modified":"2026-10-06T15:53:03","modified_gmt":"2026-10-06T15:53:03","slug":"ccpa-cpra-for-tags","status":"publish","type":"page","link":"https:\/\/datatrue.com\/en\/resources\/privacy-compliance\/ccpa-cpra-for-tags\/","title":{"rendered":"CCPA \/ CPRA for Tags"},"content":{"rendered":"\n<style id=\"dt-divi-integration\">body h1.entry-title.main_title{display:none !important}#main-content .container{width:100% !important;max-width:100% !important;padding-left:0 !important;padding-right:0 !important;padding-top:0 !important}#left-area{width:100% !important;float:none !important;padding:0 !important}#sidebar{display:none !important}#main-content .container:before{display:none !important}.yarpp-related,.yarpp.yarpp-related{display:none !important}#left-area article.et_pb_post{margin-bottom:0 !important}#dt-page p{padding-bottom:0}#dt-page 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.tcta-frame{width:calc(100% + 140px);border-radius:10px 0 0 10px;overflow:hidden;box-shadow:0 30px 60px -30px rgba(0,0,0,.55);border:1px solid rgba(255,255,255,.14);border-right:none;background:#fff;}#dt-page .tcta-frame .bar{height:26px;display:flex;align-items:center;gap:6px;padding:0 12px;background:#EEF2F0;border-bottom:1px solid var(--border);}#dt-page .tcta-frame .bar i{width:8px;height:8px;border-radius:50%;background:#C9D3CE;}#dt-page .tcta-frame img{display:block;width:100%;height:auto;}#dt-page .tcta-cap{margin-top:10px;font-family:'IBM Plex Mono',ui-monospace,monospace;font-size:10.5px;letter-spacing:.06em;text-transform:uppercase;color:#8FA69A;}@media (max-width:900px){#dt-page .tcta{grid-template-columns:1fr;padding:32px 24px 0;gap:28px;}#dt-page .tcta-shot{margin:0 -24px 0 0;}#dt-page .tcta-frame{width:100%;}}@media (max-width:600px){#dt-page .tcta h2{font-size:23px;}#dt-page .tcta-more{grid-template-columns:1fr;}#dt-page .tcta-btn{width:100%;justify-content:center;}}#dt-page .definition .def-text{font-size:16px;line-height:1.6;}<\/style><div id=\"dt-page\" class=\"dt-page\"><section class=\"pc-head\"><div class=\"wrap\"><nav class=\"breadcrumb\" aria-label=\"Breadcrumb\"><ol><li><a href=\"\/en\/\">Home<\/a><\/li><li><a href=\"https:\/\/datatrue.com\/en\/resources\/\">Resources<\/a><\/li><li><a href=\"https:\/\/datatrue.com\/en\/resources\/privacy-compliance\/\">Privacy &amp; Compliance<\/a><\/li><li aria-current=\"page\">CCPA \/ CPRA for Tags<\/li><\/ol><\/nav><div class=\"head-grid hv2\"><div class=\"head-title\"><span class=\"eyebrow\"><span class=\"dot\"><\/span>Privacy &amp; Compliance <span class=\"sep\">\/<\/span> Law guide<\/span><h1>CCPA and CPRA for Analytics and Marketing Tags<\/h1><aside class=\"glance\" aria-label=\"At a glance\"><p class=\"g-k\">At a glance<\/p><dl><div class=\"g-row\"><dt>Requires<\/dt><dd>An opt-out of the sale or sharing of personal data through advertising tags, honoring the Global Privacy Control signal (required since March 2023), and, since January 2026, letting visitors confirm their opt-out was processed.<\/dd><\/div><div class=\"g-row\"><dt>Enforced by<\/dt><dd>The California Privacy Protection Agency and the California Attorney General.<\/dd><\/div><\/dl><\/aside><\/div><div class=\"head-media\"><figure class=\"r1-fig r1-hero\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2026\/09\/H-LAW-US.png\" alt=\"\" width=\"640\" height=\"440\"><\/figure><div class=\"definition\" id=\"definition\"><p class=\"def-kicker\">Summary<\/p><p class=\"def-text\">Under the <strong>California Consumer Privacy Act (CCPA)<\/strong>, as amended by the California Privacy Rights Act (CPRA), passing a visitor&#8217;s data to an ad or analytics platform through a tag is usually a &#8220;sale&#8221; or a &#8220;share.&#8221; When a resident opts out, including through a Global Privacy Control signal, your tags have to stop.<\/p><\/div><\/div><div class=\"head-rest\"><div class=\"head-lead\"><p>The word &#8220;sale&#8221; is broader than money changing hands. Under the CCPA, sharing personal information with a third party for advertising value counts, which is why routine marketing pixels fall inside the law.<\/p><p>The sections below cover what the CCPA and CPRA require of your tags, what counts as a sale or share through a tag, and how the opt-out has to work. The last section shows how to verify your tags follow those rules.<\/p><\/div><\/div><\/div><\/div><\/section><div class=\"wrap\"><div class=\"art-grid\"><article class=\"prose\"><h2 id=\"what-the-ccpa-and-cpra-require-of-your-tags\">What the CCPA and CPRA require of your tags<\/h2><p>The core obligation for tags is the opt-out. When a California resident opts out of sale and sharing, the tags that send their personal data to third parties for advertising have to stop. The CPRA added &#8220;sharing&#8221; specifically to capture cross-context behavioral advertising, which is exactly what an advertising pixel does when it sends data to an ad network to target the visitor elsewhere.<\/p><p>Two more pieces matter. <strong>Sensitive personal information<\/strong>, such as precise location, health, or financial data, carries a further right to limit its use. And <strong>Global Privacy Control<\/strong> is a valid opt-out signal in California, so a tag that keeps sending data after a GPC signal arrives is a violation.<\/p><h2 id=\"what-counts-as-a-sale-or-share-through-a-tag\">What counts as a &#8220;sale&#8221; or &#8220;share&#8221; through a tag?<\/h2><p>Most advertising and many analytics tags. When a pixel sends a device identifier, cookie ID, or behavioral data to Meta, Google, TikTok, or a similar platform so they can build audiences or retarget, that transfer is a share for cross-context behavioral advertising under the CPRA, and often a sale. Analytics tags can also qualify, depending on how the data is used downstream. A cookie that only runs your own site&#8217;s login is not a sale.<\/p><figure class=\"r1-fig r1-diagram\"><img decoding=\"async\" src=\"\/wp-content\/uploads\/2026\/09\/D03.png\" alt=\"A tag on a product page builds a request with the page, referrer and a cookie ID, and sends it to a third-party server.\" width=\"960\" height=\"400\" loading=\"lazy\"><\/figure><p>The practical test is where the data goes and why. If a tag hands personal data to a third party that uses it for its own advertising purposes, treat it as a sale or share that the opt-out has to reach.<\/p><h2 id=\"how-the-opt-out-has-to-work\">How the opt-out has to work<\/h2><p>A California resident can opt out two ways, and both have to actually stop the tags. They can use your &#8220;Do Not Sell or Share My Personal Information&#8221; control, or their browser can send a Global Privacy Control signal, which you must honor as if they clicked the link. In either case, the advertising and sharing tags have to stop for that visitor. The failure regulators look for is the opt-out that is offered but not enforced, where the control is present and the tags keep firing anyway.<\/p><figure class=\"r1-fig r1-diagram\"><img decoding=\"async\" src=\"\/wp-content\/uploads\/2026\/09\/D21.png\" alt=\"An opt-out runs from request to tags stopping to confirmation. It fails if the form isn&#x27;t wired, adds friction or is ignored.\" width=\"960\" height=\"400\" loading=\"lazy\"><\/figure><p>For specific CCPA and CPRA enforcement actions, see our <a href=\"https:\/\/datatrue.com\/en\/resources\/enforcement-watch\/\">Enforcement Watch tracker<\/a>. This page covers the law and how to comply.<\/p><h2 id=\"how-to-verify-your-tags-respect-the-ccpa-and-cpra\">How to verify your tags respect the CCPA and CPRA<\/h2><p>The enforceable part, that tags stop on opt-out and on GPC, is testable. DataTrue loads your site with consent granted, with a &#8220;do not sell or share&#8221; opt-out applied, and with a GPC signal enabled, and records what each tag does in each state. You can confirm that the tags counting as sale or sharing actually stop when a visitor opts out, on every page, and that no sensitive data is going where it should not. Sensitive Data Detection inspects the payloads with fictitious personas, so the check never uses a real visitor. The result is a record that your opt-out works, which is the evidence a regulator asks for.<\/p><div class=\"next-read\"><a href=\"\/en\/resources\/privacy-compliance\/consent-verification\/\" class=\"next-link\">See how consent verification works <svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3 8h10M9 4l4 4-4 4\" stroke=\"currentColor\" stroke-width=\"1.6\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg><\/a><a href=\"\/en\/resources\/privacy-compliance\/global-privacy-control\/\" class=\"next-link\">Global Privacy Control <svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3 8h10M9 4l4 4-4 4\" stroke=\"currentColor\" stroke-width=\"1.6\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg><\/a><\/div><p>This law is part of our <a href=\"\/en\/resources\/privacy-compliance\/us-website-tracking-compliance\/\">US website tracking compliance<\/a> hub.<\/p><section class=\"faq-block\" aria-labelledby=\"questions\"><h2 id=\"questions\">Questions<\/h2><div class=\"faq-list\"><details class=\"faq-item\" open><summary>Do tracking pixels count as a &#8220;sale&#8221; under the CCPA?<\/summary><p>Usually yes, or as a &#8220;share.&#8221; When a pixel sends a visitor&#8217;s personal data to an advertising platform for targeting, that transfer is a share for cross-context behavioral advertising under the CPRA, and often a sale under the CCPA. A cookie that only runs your own site&#8217;s function is not.<\/p><\/details><details class=\"faq-item\"><summary>Does the CCPA require honoring Global Privacy Control?<\/summary><p>Yes. In California, a GPC signal is a valid opt-out of sale and sharing, and businesses must honor it as if the visitor used a &#8220;Do Not Sell or Share&#8221; link. Tags that keep sending data after a GPC signal are not compliant.<\/p><\/details><details class=\"faq-item\"><summary>Who enforces the CCPA and CPRA?<\/summary><p>The California Privacy Protection Agency and the California Attorney General. The CPPA is California&#8217;s dedicated privacy regulator, created by the CPRA. Both can bring enforcement actions.<\/p><\/details><details class=\"faq-item\"><summary>How do I make my tags CCPA compliant?<\/summary><p>Make sure the tags that count as sale or sharing stop when a visitor opts out or sends a GPC signal, limit sensitive data, and verify with testing that the opt-out actually stops those tags on every page rather than just displaying a control.<\/p><\/details><\/div><\/section><\/article><aside class=\"toc\" aria-label=\"On this page\"><p class=\"toc-label\">On this page<\/p><ol><li><a href=\"#what-the-ccpa-and-cpra-require-of-your-tags\">What the CCPA and CPRA require of your tags<\/a><\/li><li><a href=\"#what-counts-as-a-sale-or-share-through-a-tag\">What counts as a &#8220;sale&#8221; or &#8220;share&#8221; through a tag?<\/a><\/li><li><a href=\"#how-the-opt-out-has-to-work\">How the opt-out has to work<\/a><\/li><li><a href=\"#how-to-verify-your-tags-respect-the-ccpa-and-cpra\">How to verify your tags respect the CCPA and CPRA<\/a><\/li><li><a href=\"#questions\">Questions<\/a><\/li><li><a href=\"#related\">Related guides<\/a><\/li><\/ol><\/aside><\/div><\/div><section class=\"band alt\" aria-labelledby=\"related\"><div class=\"wrap\"><div class=\"section-head\"><h2 id=\"related\">Related guides<\/h2><\/div><div class=\"tile-grid\"><a href=\"\/en\/resources\/privacy-compliance\/consent-verification\/\" class=\"tile\"><span class=\"t-label\">Overview<\/span><h3>Consent Verification<\/h3><\/a><a href=\"\/en\/resources\/privacy-compliance\/global-privacy-control\/\" class=\"tile\"><span class=\"t-label\">Explainer<\/span><h3>Global Privacy Control<\/h3><\/a><a href=\"\/en\/resources\/privacy-compliance\/us-website-tracking-compliance\/\" class=\"tile\"><span class=\"t-label\">Regional guide<\/span><h3>United States<\/h3><\/a><\/div><\/div><\/section><section class=\"tcta-band\"><div class=\"wrap\"><div class=\"tcta\"> <div class=\"tcta-copy\"><span class=\"eyebrow on-dark\"><span class=\"dot\"><\/span>30-day free trial<\/span><h2>See what your tags do in every consent state<\/h2><p class=\"tcta-sub\">DataTrue loads your real pages as a visitor who accepts, rejects, or sends an opt-out signal, and reads what each tag sends. A tag that ignores the visitor&#8217;s choice shows up in a test.<\/p> <div class=\"tcta-k\">What DataTrue checks<\/div><ul class=\"tcta-list\"><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>Every page, with coverage scans<\/li><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>Scheduled runs, with alerts when a result changes<\/li><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>Full journeys, like checkout and signup, in each consent state<\/li><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>What each tag sent, field by field<\/li><\/ul> <div class=\"tcta-k\">Also in the full platform<\/div><ul class=\"tcta-more\"><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>PII detection with test personas<\/li><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>iOS and Android app testing<\/li><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>Pre-publish testing for GTM and Adobe Tags<\/li><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>REST API, plus Slack and Jira alerts<\/li><\/ul> <div class=\"tcta-act\"><a class=\"tcta-btn\" href=\"https:\/\/datatrue.com\/en\/start-free-trial\/\">Start a free 30-day trial <svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3 8h10M9 4l4 4-4 4\" stroke=\"currentColor\" stroke-width=\"1.6\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg><\/a><span class=\"tcta-g2\"><span class=\"stars\">\u2605\u2605\u2605\u2605\u2605<\/span> <strong>4.6\/5<\/strong> on G2<\/span><\/div> <p class=\"tcta-fine\">The full platform, every feature, free for 30 days.<\/p><\/div> <div class=\"tcta-shot\"><div style=\"width:100%\"><div class=\"tcta-frame\"><div class=\"bar\"><i><\/i><i><\/i><i><\/i><\/div><img decoding=\"async\" src=\"\/wp-content\/uploads\/2026\/09\/consent-state-test-edited.png\" alt=\"A DataTrue opt-out consent test listing the tags that should be blocked, with pass or fail for each\" width=\"1402\" height=\"876\" loading=\"lazy\"><\/div><div class=\"tcta-cap\">A consent-state test in DataTrue<\/div><\/div><\/div> <\/div><\/div><\/section><\/div><script type=\"application\/ld+json\">{\"@context\":\"https:\/\/schema.org\",\"@type\":\"FAQPage\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"Do tracking pixels count as a \\\"sale\\\" under the CCPA?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Usually yes, or as a \\\"share.\\\" When a pixel sends a visitor's personal data to an advertising platform for targeting, that transfer is a share for cross-context behavioral advertising under the CPRA, and often a sale under the CCPA. 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