{"id":227749,"date":"2026-10-06T16:05:08","date_gmt":"2026-10-06T16:05:08","guid":{"rendered":"https:\/\/datatrue.com\/?page_id=227749"},"modified":"2026-10-06T16:05:08","modified_gmt":"2026-10-06T16:05:08","slug":"what-your-tags-collect","status":"publish","type":"page","link":"https:\/\/datatrue.com\/en\/resources\/tags\/what-your-tags-collect\/","title":{"rendered":"What Your Tags Actually Collect"},"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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.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\/tags\/\">Tag Management<\/a><\/li><li aria-current=\"page\">What Your Tags Collect<\/li><\/ol><\/nav><div class=\"head-grid hv2\"><div class=\"head-title\"> <span class=\"eyebrow\"><span class=\"dot\"><\/span>Tag Management <span class=\"sep\">\/<\/span> Reference<\/span> <h1>What Marketing Tags Actually Collect: The Common Tags on Your Site and the Data They Share<\/h1> <p class=\"byline\"><span class=\"by-who\">DataTrue Team<\/span><span class=\"by-sep\"><\/span><span>September 2026<\/span><span class=\"by-sep\"><\/span><span>12 tags<\/span><span class=\"by-sep\"><\/span><span>16 vendor sources<\/span><\/p> <\/div><div class=\"head-media\"><figure class=\"r1-fig r1-hero\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2026\/09\/H-COLLECT.png\" alt=\"\" width=\"640\" height=\"440\"><\/figure><div class=\"definition\" id=\"definition\"><p class=\"def-kicker\">Summary<\/p><p class=\"def-text\"><strong>Marketing and analytics tags<\/strong> are small scripts that track what visitors do on your site and send that data to third parties like ad platforms and analytics tools. Depending on the tag and its setup, that data can include IP address, device and browser details, pages viewed, and hashed personal data such as email addresses.<\/p><\/div><\/div><div class=\"head-rest\"><div class=\"head-lead\"><p>Start with the notes on how to read this page, then the reference table, which compares the common tags side by side. After that come what changes with and without consent, and a closer look at each tag in turn.<\/p><\/div><\/div><\/div><\/div><\/section> <div class=\"wrap\"><div class=\"art-grid\" style=\"padding-bottom:0\"><article class=\"prose\"> <h2 id=\"how-to-read-this-page\" style=\"margin-top:0\">How to read this page<\/h2> <p>Each tag on a website is there for a reason, usually analytics or advertising, and each one usually sends data to another company. This page is a plain reference for what that data actually is, tag by tag.<\/p><p>Two things are worth saying up front. First, a tag collecting data is not the same as a tag breaking the law. What a tag is allowed to collect, and when, depends on your consent setup and the privacy laws that apply to you. This page describes what tags collect. For whether a given setup is compliant, see our <a href=\"https:\/\/datatrue.com\/en\/resources\/privacy-compliance\/\">privacy and compliance resources<\/a>.<\/p><p>Second, the same tag can behave very differently on two different sites. Much of what a tag collects depends on whether it fires before or after a visitor consents, and on options like advanced matching that send hashed personal data when they are turned on. Where that is true, we say so.<\/p><p>Every claim on this page is sourced to the tag vendor&#8217;s own documentation. Where a specific behavior has come up in litigation, we link to the case record rather than describe it here.<\/p> <div class=\"next-read\"><a class=\"next-link\" href=\"#reference\">Jump to the reference table <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 class=\"next-link\" href=\"#cards\">Browse the tag cards <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> <\/article><aside class=\"rail\" aria-hidden=\"true\"><\/aside><\/div><\/div> <section class=\"ref-band\" id=\"reference\" aria-labelledby=\"the-reference-table\"><div class=\"wrap\"> <div class=\"ref-head\"><div class=\"section-head\"><span class=\"eyebrow\"><span class=\"dot\"><\/span>Reference <span class=\"sep\">\/<\/span> 12 tags<\/span><h2 id=\"the-reference-table\" style=\"margin-top:14px\">The reference table<\/h2><\/div><\/div> <p class=\"ref-note\"><b>&ldquo;Fires before consent?&rdquo;<\/b> means whether the tag, as commonly installed, can load and send data before a visitor has consented. This depends on your consent setup, which is exactly why it is worth auditing.<\/p> <div class=\"ref-tools\" role=\"search\" aria-label=\"Filter the reference table\"> <label class=\"ref-search\"><span class=\"sr-only\">Search tags<\/span><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><circle cx=\"7\" cy=\"7\" r=\"4.6\" stroke=\"currentColor\" stroke-width=\"1.5\"\/><path d=\"m10.5 10.5 3 3\" stroke=\"currentColor\" stroke-width=\"1.5\" stroke-linecap=\"round\"\/><\/svg><input type=\"search\" id=\"ref-q\" placeholder=\"Search a tag, vendor or data type\" autocomplete=\"off\"><\/label> <div class=\"ref-filters\" role=\"group\" aria-label=\"Filter by category\"><button class=\"fchip\" type=\"button\" aria-pressed=\"true\" data-f=\"all\">All <span class=\"n\">12<\/span><\/button><button class=\"fchip\" type=\"button\" aria-pressed=\"false\" data-f=\"ad\">Advertising <span class=\"n\">8<\/span><\/button><button class=\"fchip\" type=\"button\" aria-pressed=\"false\" data-f=\"an\">Analytics <span class=\"n\">1<\/span><\/button><button class=\"fchip\" type=\"button\" aria-pressed=\"false\" data-f=\"sr\">Session replay <span class=\"n\">2<\/span><\/button><button class=\"fchip\" type=\"button\" aria-pressed=\"false\" data-f=\"ct\">Tag container <span class=\"n\">1<\/span><\/button><button class=\"fchip toggle\" type=\"button\" aria-pressed=\"false\" data-t=\"hashed\">Can send hashed personal data <span class=\"n\">7<\/span><\/button><\/div> <\/div> <p class=\"tagref-mobile-note\">Tap a tag to open its card with the full detail.<\/p><p class=\"ref-count\" aria-live=\"polite\" id=\"ref-count\">Showing 12 of 12 tags<\/p> <div class=\"tagref-wrap\"><table class=\"tagref\" id=\"tagref\"> <caption class=\"sr-only\">Common marketing tags, what each collects, where the data goes, whether it can fire before consent, and how DataTrue detects it. Column headers sort the table.<\/caption> <colgroup><col><col class=\"c-collect\"><col><col><col><\/colgroup> <thead><tr><th scope=\"col\" aria-sort=\"none\" data-key=\"name\"><button type=\"button\">Tag<span class=\"sort-ic\" aria-hidden=\"true\"><\/span><\/button><\/th><th scope=\"col\">What it collects (in brief)<\/th><th scope=\"col\" aria-sort=\"none\" data-key=\"goes\"><button type=\"button\">Where the data goes<span class=\"sort-ic\" aria-hidden=\"true\"><\/span><\/button><\/th><th scope=\"col\" aria-sort=\"none\" data-key=\"before\"><button type=\"button\">Can fire before consent?<span class=\"sort-ic\" aria-hidden=\"true\"><\/span><\/button><\/th><th scope=\"col\">DataTrue detects as<\/th><\/tr><\/thead> <tbody><tr id=\"row-tag-meta-pixel\" data-cat=\"ad\" data-hashed=\"1\" data-i=\"0\" data-name=\"Meta Pixel\" data-catl=\"Advertising\" data-goes=\"Meta (Facebook\/Instagram)\" data-before=\"Yes, unless gated\"> <th scope=\"row\"><a class=\"t-name\" href=\"#tag-meta-pixel\">Meta Pixel<\/a><span class=\"cat-pill ad\">Advertising<\/span><a class=\"t-prof\" href=\"\/en\/resources\/tags\/profiles\/meta-pixel\/\">Privacy profile <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><\/th> <td class=\"collects\" data-label=\"What it collects (in brief)\">HTTP header data (which may include IP address and browser), page URL and referrer, button clicks and their labels, form field names, the Pixel ID and Meta cookie, and (with Advanced Matching on) hashed email, phone, name, location, and more<\/td> <td class=\"goes\" data-label=\"Where the data goes\">Meta (Facebook\/Instagram)<\/td> <td class=\"consent-cell\" data-label=\"Can fire before consent?\"><span class=\"consent\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Yes, unless gated<\/span><\/td> <td class=\"detect\" data-label=\"DataTrue detects as\"><code>Facebook Pageview<\/code> <code>Impression<\/code> <code>Connect<\/code><\/td> <\/tr><tr id=\"row-tag-tiktok-pixel\" data-cat=\"ad\" data-hashed=\"1\" data-i=\"1\" data-name=\"TikTok Pixel\" data-catl=\"Advertising\" data-goes=\"TikTok\" data-before=\"Yes (third-party cookies on by default)\"> <th scope=\"row\"><a class=\"t-name\" href=\"#tag-tiktok-pixel\">TikTok Pixel<\/a><span class=\"cat-pill ad\">Advertising<\/span><a class=\"t-prof\" href=\"\/en\/resources\/tags\/profiles\/tiktok\/\">Privacy profile <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><\/th> <td class=\"collects\" data-label=\"What it collects (in brief)\">IP address (for geolocation), user agent (device, OS, browser), timestamps, page metadata and button clicks, ad\/event data, cookies, and (with Advanced Matching) <span class=\"hashed\">hashed email and phone<\/span><\/td> <td class=\"goes\" data-label=\"Where the data goes\">TikTok<\/td> <td class=\"consent-cell\" data-label=\"Can fire before consent?\"><span class=\"consent\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Yes (third-party cookies on by default)<\/span><\/td> <td class=\"detect\" data-label=\"DataTrue detects as\"><code>TikTok<\/code><\/td> <\/tr><tr id=\"row-tag-google-analytics\" data-cat=\"an\" data-hashed=\"0\" data-i=\"2\" data-name=\"Google Analytics (GA4)\" data-catl=\"Analytics\" data-goes=\"Google\" data-before=\"Yes, unless gated (Consent Mode)\"> <th scope=\"row\"><a class=\"t-name\" href=\"#tag-google-analytics\">Google Analytics (GA4)<\/a><span class=\"cat-pill an\">Analytics<\/span><a class=\"t-prof\" href=\"\/en\/resources\/tags\/profiles\/ga\/\">Privacy profile <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><\/th> <td class=\"collects\" data-label=\"What it collects (in brief)\">Device and browser data, geographic data derived from IP, on-site activity\/events, and first-party cookies. IP addresses are used but not logged or stored<\/td> <td class=\"goes\" data-label=\"Where the data goes\">Google<\/td> <td class=\"consent-cell\" data-label=\"Can fire before consent?\"><span class=\"consent\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Yes, unless gated (Consent Mode)<\/span><\/td> <td class=\"detect\" data-label=\"DataTrue detects as\"><code>Google Analytics - GA4<\/code><\/td> <\/tr><tr id=\"row-tag-google-ads\" data-cat=\"ad\" data-hashed=\"1\" data-i=\"3\" data-name=\"Google Ads\" data-catl=\"Advertising\" data-goes=\"Google\" data-before=\"Yes, unless gated (Consent Mode)\"> <th scope=\"row\"><a class=\"t-name\" href=\"#tag-google-ads\">Google Ads<\/a><span class=\"cat-pill ad\">Advertising<\/span><a class=\"t-prof\" href=\"\/en\/resources\/tags\/profiles\/google-ads\/\">Privacy profile <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><\/th> <td class=\"collects\" data-label=\"What it collects (in brief)\">Click identifier (GCLID), and first-party cookies with a user\/click ID for conversion and remarketing, plus (with Enhanced Conversions, set at account level) hashed customer data such as email<\/td> <td class=\"goes\" data-label=\"Where the data goes\">Google<\/td> <td class=\"consent-cell\" data-label=\"Can fire before consent?\"><span class=\"consent\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Yes, unless gated (Consent Mode)<\/span><\/td> <td class=\"detect\" data-label=\"DataTrue detects as\"><code>Google Ads Conversion<\/code> <code>Remarketing<\/code> <code>Measurement<\/code><\/td> <\/tr><tr id=\"row-tag-linkedin-insight-tag\" data-cat=\"ad\" data-hashed=\"0\" data-i=\"4\" data-name=\"LinkedIn Insight Tag\" data-catl=\"Advertising\" data-goes=\"LinkedIn (Microsoft)\" data-before=\"Yes, unless gated\"> <th scope=\"row\"><a class=\"t-name\" href=\"#tag-linkedin-insight-tag\">LinkedIn Insight Tag<\/a><span class=\"cat-pill ad\">Advertising<\/span><a class=\"t-prof\" href=\"\/en\/resources\/tags\/profiles\/linkedin\/\">Privacy profile <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><\/th> <td class=\"collects\" data-label=\"What it collects (in brief)\">IP address, browser\/device characteristics, page URL, referrer, timestamp, and a first-party ad tracking cookie (li_fat_id), plus (with enhanced matching) hashed email. Links to your LinkedIn profile when you are logged in<\/td> <td class=\"goes\" data-label=\"Where the data goes\">LinkedIn (Microsoft)<\/td> <td class=\"consent-cell\" data-label=\"Can fire before consent?\"><span class=\"consent\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Yes, unless gated<\/span><\/td> <td class=\"detect\" data-label=\"DataTrue detects as\"><code>Linkedin Analytics<\/code><\/td> <\/tr><tr id=\"row-tag-google-tag-manager\" data-cat=\"ct\" data-hashed=\"0\" data-i=\"5\" data-name=\"Google Tag Manager\" data-catl=\"Tag container\" data-goes=\"Google (minimal), plus other vendors via the tags it loads\" data-before=\"Loads early, often before consent unless gated\"> <th scope=\"row\"><a class=\"t-name\" href=\"#tag-google-tag-manager\">Google Tag Manager<\/a><span class=\"cat-pill ct\">Tag container<\/span><\/th> <td class=\"collects\" data-label=\"What it collects (in brief)\">Little on its own (no IP or per-user IDs retained per Google). It loads and fires the other tags, which each collect their own data<\/td> <td class=\"goes\" data-label=\"Where the data goes\">Google (minimal), plus other vendors via the tags it loads<\/td> <td class=\"consent-cell\" data-label=\"Can fire before consent?\"><span class=\"consent early\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Loads early, often before consent unless gated<\/span><\/td> <td class=\"detect\" data-label=\"DataTrue detects as\"><code>Google Tag Manager<\/code><\/td> <\/tr><tr id=\"row-tag-microsoft-uet\" data-cat=\"ad\" data-hashed=\"1\" data-i=\"6\" data-name=\"Microsoft (Bing) UET\" data-catl=\"Advertising\" data-goes=\"Microsoft\" data-before=\"Yes, unless gated\"> <th scope=\"row\"><a class=\"t-name\" href=\"#tag-microsoft-uet\">Microsoft (Bing) UET<\/a><span class=\"cat-pill ad\">Advertising<\/span><\/th> <td class=\"collects\" data-label=\"What it collects (in brief)\">Page views and conversion events, and cookies including MUID, _uetvid and _uetsid, plus (with enhanced conversions on for a goal) hashed email or phone<\/td> <td class=\"goes\" data-label=\"Where the data goes\">Microsoft<\/td> <td class=\"consent-cell\" data-label=\"Can fire before consent?\"><span class=\"consent\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Yes, unless gated<\/span><\/td> <td class=\"detect\" data-label=\"DataTrue detects as\"><code>Microsoft Bing<\/code><\/td> <\/tr><tr id=\"row-tag-hotjar\" data-cat=\"sr\" data-hashed=\"0\" data-i=\"7\" data-name=\"Hotjar\" data-catl=\"Session replay \/ analytics\" data-goes=\"Hotjar (Contentsquare)\" data-before=\"Yes, unless gated\"> <th scope=\"row\"><a class=\"t-name\" href=\"#tag-hotjar\">Hotjar<\/a><span class=\"cat-pill sr\">Session replay \/ analytics<\/span><\/th> <td class=\"collects\" data-label=\"What it collects (in brief)\">Clicks, mouse movement, scrolling, page content, and device\/browser. Keystrokes and input fields are suppressed client-side by default, and no IP is stored at rest (a UUID is used)<\/td> <td class=\"goes\" data-label=\"Where the data goes\">Hotjar (Contentsquare)<\/td> <td class=\"consent-cell\" data-label=\"Can fire before consent?\"><span class=\"consent\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Yes, unless gated<\/span><\/td> <td class=\"detect\" data-label=\"DataTrue detects as\"><code>Hotjar<\/code><\/td> <\/tr><tr id=\"row-tag-fullstory\" data-cat=\"sr\" data-hashed=\"0\" data-i=\"8\" data-name=\"Fullstory\" data-catl=\"Session replay \/ analytics\" data-goes=\"Fullstory\" data-before=\"Yes, unless gated\"> <th scope=\"row\"><a class=\"t-name\" href=\"#tag-fullstory\">Fullstory<\/a><span class=\"cat-pill sr\">Session replay \/ analytics<\/span><\/th> <td class=\"collects\" data-label=\"What it collects (in brief)\">User interactions, DOM structure, page changes, and form submissions. When Private by Default is on (standard for newer accounts), no text leaves the browser unless allowlisted, and images cannot be masked on web sessions<\/td> <td class=\"goes\" data-label=\"Where the data goes\">Fullstory<\/td> <td class=\"consent-cell\" data-label=\"Can fire before consent?\"><span class=\"consent\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Yes, unless gated<\/span><\/td> <td class=\"detect\" data-label=\"DataTrue detects as\"><code>FullStory<\/code><\/td> <\/tr><tr id=\"row-tag-pinterest-tag\" data-cat=\"ad\" data-hashed=\"1\" data-i=\"9\" data-name=\"Pinterest Tag\" data-catl=\"Advertising\" data-goes=\"Pinterest\" data-before=\"Yes, unless gated\"> <th scope=\"row\"><a class=\"t-name\" href=\"#tag-pinterest-tag\">Pinterest Tag<\/a><span class=\"cat-pill ad\">Advertising<\/span><\/th> <td class=\"collects\" data-label=\"What it collects (in brief)\">Standard conversion events and site activity, and (with Enhanced Match) a <span class=\"hashed\">browser-hashed email<\/span> sent to match visitors to Pinterest accounts, plus cross-device conversions<\/td> <td class=\"goes\" data-label=\"Where the data goes\">Pinterest<\/td> <td class=\"consent-cell\" data-label=\"Can fire before consent?\"><span class=\"consent\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Yes, unless gated<\/span><\/td> <td class=\"detect\" data-label=\"DataTrue detects as\"><code>Pinterest Analytics Conversion<\/code><\/td> <\/tr><tr id=\"row-tag-snap-pixel\" data-cat=\"ad\" data-hashed=\"1\" data-i=\"10\" data-name=\"Snap Pixel\" data-catl=\"Advertising\" data-goes=\"Snap\" data-before=\"Yes, unless gated\"> <th scope=\"row\"><a class=\"t-name\" href=\"#tag-snap-pixel\">Snap Pixel<\/a><span class=\"cat-pill ad\">Advertising<\/span><\/th> <td class=\"collects\" data-label=\"What it collects (in brief)\">Events (page view, view content, add to cart, purchase, etc.), plus hashed email and phone, passed by the site or picked up from forms by Automated Matching when that toggle is on<\/td> <td class=\"goes\" data-label=\"Where the data goes\">Snap<\/td> <td class=\"consent-cell\" data-label=\"Can fire before consent?\"><span class=\"consent\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Yes, unless gated<\/span><\/td> <td class=\"detect\" data-label=\"DataTrue detects as\"><code>Snapchat<\/code><\/td> <\/tr><tr id=\"row-tag-criteo-onetag\" data-cat=\"ad\" data-hashed=\"1\" data-i=\"11\" data-name=\"Criteo OneTag\" data-catl=\"Advertising \/ retargeting\" data-goes=\"Criteo\" data-before=\"Yes, unless gated\"> <th scope=\"row\"><a class=\"t-name\" href=\"#tag-criteo-onetag\">Criteo OneTag<\/a><span class=\"cat-pill ad\">Advertising \/ retargeting<\/span><\/th> <td class=\"collects\" data-label=\"What it collects (in brief)\">Product views, add-to-cart actions, purchases, and site activity, plus <span class=\"hashed\">hashed email<\/span> and cross-device and cross-site identifiers via cookies<\/td> <td class=\"goes\" data-label=\"Where the data goes\">Criteo<\/td> <td class=\"consent-cell\" data-label=\"Can fire before consent?\"><span class=\"consent\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Yes, unless gated<\/span><\/td> <td class=\"detect\" data-label=\"DataTrue detects as\"><code>Criteo<\/code><\/td> <\/tr><\/tbody><\/table> <p class=\"ref-empty\" id=\"ref-empty\">No tags match. <button type=\"button\" class=\"fchip\" data-clear>Clear filters<\/button><\/p><\/div> <div class=\"ref-legend\"><span><span class=\"hashed\">Underlined<\/span>&nbsp;hashed personal data (with advanced matching or enhanced conversions)<\/span><\/div> <p class=\"gated-note\"><strong>Note on &#8220;unless gated&#8221;:<\/strong> whether any of these fire before consent is set by your consent management platform and tag configuration, not by the tag itself. A tag that is supposed to wait for consent can still fire early if it is misconfigured. Confirming which of your tags fire before consent, and what they send when they do, is what a consent-aware <a href=\"\/en\/resources\/tags\/what-is-a-tag-audit\/\">tag audit<\/a> checks.<\/p> <\/div><\/section> <section class=\"consent-band\" aria-labelledby=\"with-and-without-consent\"><div class=\"wrap\"> <div class=\"section-head\"><span class=\"eyebrow\"><span class=\"dot\"><\/span>Consent<\/span><h2 id=\"with-and-without-consent\" style=\"margin-top:14px\">With and without consent<\/h2><\/div> <div class=\"consent-grid\" style=\"margin-top:22px\"> <div><p class=\"lead-p\">The single biggest factor in what a tag actually collects is your consent setup, more than the tag itself.<\/p><figure class=\"r1-fig r1-diagram\"><img decoding=\"async\" src=\"\/wp-content\/uploads\/2026\/09\/D02.png\" alt=\"Example policy: necessary tags may always fire. Analytics tags stop on Reject all. Ad tags stop on Reject all and GPC.\" width=\"960\" height=\"400\" loading=\"lazy\"><\/figure><p>The same Meta Pixel can send nothing until a visitor opts in on one site, and fire on page load and send an IP address and a hashed email on another. That difference comes down to configuration.<\/p><p style=\"margin-top:14px;font-size:15.5px;line-height:1.7;color:var(--ink-soft)\">Because both are configuration, you cannot tell what your site sends by reading a vendor&#8217;s documentation. You have to look at your own pages, in each consent state. That is the gap this page cannot close for you and a <a href=\"\/en\/resources\/tags\/what-is-a-tag-audit\/\">tag audit<\/a> can.<\/p><\/div> <div><p class=\"setting-intro\">Two settings do most of the work.<\/p><div class=\"setting-stack\" style=\"margin-top:14px\"><div class=\"setting\"><span class=\"s-n\">1<\/span><div><p class=\"s-k\">Setting 1<\/p><p>The first is whether a tag is blocked until consent. Many tags fire the moment the page loads, so unless your consent management platform holds them back, they collect from visitors who never agreed and from visitors who declined.<\/p><\/div><\/div><div class=\"setting\"><span class=\"s-n\">2<\/span><div><p class=\"s-k\">Setting 2<\/p><p>The second is advanced matching, called enhanced conversions on Google Ads and Microsoft Advertising, an option on many advertising tags that sends hashed personal data such as email and phone. Defaults differ by vendor. Google Ads enhanced conversions follow an account-level setting that new conversion actions inherit, and Meta&#8217;s advanced matching can be set up automatically in Events Manager. Check whether it is on for each tag rather than assuming it is off.<\/p><\/div><\/div><\/div><\/div> <\/div><\/div><\/section> <section class=\"deck-band\" id=\"cards\" aria-labelledby=\"the-tags-one-by-one\"><div class=\"wrap\"> <div class=\"deck-top\"><div class=\"section-head\"><span class=\"eyebrow\"><span class=\"dot\"><\/span>Tag cards <span class=\"sep\">\/<\/span> swipe or use the arrows<\/span><h2 id=\"the-tags-one-by-one\" style=\"margin-top:14px\">The tags, one by one<\/h2><p>Each entry below expands its row. Sources are the tag vendor&#8217;s own documentation unless noted. The five profiled tags (Meta, TikTok, GA4, Google Ads, LinkedIn) link to their full privacy profile.<\/p><\/div> <div class=\"deck-nav\"><div class=\"ref-view\" role=\"group\" aria-label=\"Card layout\"><button type=\"button\" aria-pressed=\"true\" data-v=\"swipe\"><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><rect x=\"1.5\" y=\"3\" width=\"8\" height=\"10\" rx=\"1.5\" stroke=\"currentColor\" stroke-width=\"1.4\"\/><path d=\"M12 4.5v7M14.5 6v4\" stroke=\"currentColor\" stroke-width=\"1.4\" stroke-linecap=\"round\"\/><\/svg>Swipe<\/button><button type=\"button\" aria-pressed=\"false\" data-v=\"grid\"><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><rect x=\"2\" y=\"3\" width=\"12\" height=\"10\" rx=\"1.5\" stroke=\"currentColor\" stroke-width=\"1.4\"\/><path d=\"M2 6.5h12M2 9.8h12M6 3v10\" stroke=\"currentColor\" stroke-width=\"1.2\"\/><\/svg>Grid<\/button><\/div><button class=\"deck-btn\" type=\"button\" data-dir=\"-1\" aria-label=\"Previous tag\"><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M10 3 5 8l5 5\" stroke=\"currentColor\" stroke-width=\"1.7\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg><\/button><span class=\"deck-pos\" id=\"deck-pos\" aria-live=\"polite\">1 \/ 12<\/span><button class=\"deck-btn\" type=\"button\" data-dir=\"1\" aria-label=\"Next tag\"><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"m6 3 5 5-5 5\" stroke=\"currentColor\" stroke-width=\"1.7\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg><\/button><\/div><\/div> <p class=\"deck-hint\"><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M10 3 5 8l5 5\" stroke=\"currentColor\" stroke-width=\"1.7\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg> Swipe for the next tag <svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"m6 3 5 5-5 5\" stroke=\"currentColor\" stroke-width=\"1.7\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg><\/p> <\/div> <div class=\"deck\" id=\"deck\" tabindex=\"0\" role=\"region\" aria-label=\"Tag cards, 12 tags\"><article class=\"tag-card\" id=\"tag-meta-pixel\" data-cat=\"ad\" data-hashed=\"1\" data-i=\"0\" aria-roledescription=\"card\" aria-label=\"1 of 12: Meta Pixel\"> <header class=\"tc-head\"><span class=\"cat-pill ad\">Advertising<\/span><span class=\"tc-num\">01\/12<\/span><h3>Meta Pixel<\/h3><p class=\"tc-goes\">Sends to <b>Meta (Facebook\/Instagram)<\/b><\/p><\/header> <div class=\"tc-body\"> <div class=\"tc-row\"><p class=\"tc-k\">What it collects<\/p><p>HTTP header data (which may include IP address and browser), page URL and referrer, button clicks and their labels, form field names, the Pixel ID and Meta cookie, and (with Advanced Matching on) hashed email, phone, name, location, and more<\/p><\/div> <div class=\"tc-duo\"><div class=\"tc-row\"><p class=\"tc-k\">Before consent?<\/p><span class=\"consent\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Yes, unless gated<\/span><\/div><div class=\"tc-row\"><p class=\"tc-k\">DataTrue detects as<\/p><p><code>Facebook Pageview<\/code> <code>Impression<\/code> <code>Connect<\/code><\/p><\/div><\/div> <\/div> <details class=\"tc-more\"><summary>Read the full entry<\/summary><div class=\"tc-full\"><p>Meta&#8217;s advertising and conversion-tracking tag for Facebook and Instagram. On page load and on events it sends data in standard HTTP headers, which may include the visitor&#8217;s IP address and browser information, plus page location, document, and referrer. It collects the Pixel ID and the Meta cookie, it tracks buttons clicked, their labels, and pages visited as a result, and it sends form field names, such as email or address. With Advanced Matching on, it also sends customer data the site holds, hashed with SHA-256: email, phone, first and last name, city, state, zip, country, date of birth, gender, and an external ID.<\/p><p class=\"tc-src\">Sources: Meta Pixel overview and Advanced matching, developers.facebook.com.<\/p><\/div><\/details> <div class=\"tc-foot\"><span class=\"risk-chip high\"><span class=\"rk\">Privacy risk<\/span><span class=\"risk high\"><span class=\"risk-meter\" aria-hidden=\"true\"><i><\/i><i><\/i><i><\/i><\/span><span class=\"risk-label\">High<\/span><\/span><\/span><a href=\"\/en\/resources\/tags\/profiles\/meta-pixel\/\">Full profile <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> <\/article><article class=\"tag-card\" id=\"tag-tiktok-pixel\" data-cat=\"ad\" data-hashed=\"1\" data-i=\"1\" aria-roledescription=\"card\" aria-label=\"2 of 12: TikTok Pixel\"> <header class=\"tc-head\"><span class=\"cat-pill ad\">Advertising<\/span><span class=\"tc-num\">02\/12<\/span><h3>TikTok Pixel<\/h3><p class=\"tc-goes\">Sends to <b>TikTok<\/b><\/p><\/header> <div class=\"tc-body\"> <div class=\"tc-row\"><p class=\"tc-k\">What it collects<\/p><p>IP address (for geolocation), user agent (device, OS, browser), timestamps, page metadata and button clicks, ad\/event data, cookies, and (with Advanced Matching) <span class=\"hashed\">hashed email and phone<\/span><\/p><\/div> <div class=\"tc-duo\"><div class=\"tc-row\"><p class=\"tc-k\">Before consent?<\/p><span class=\"consent\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Yes (third-party cookies on by default)<\/span><\/div><div class=\"tc-row\"><p class=\"tc-k\">DataTrue detects as<\/p><p><code>TikTok<\/code><\/p><\/div><\/div> <\/div> <details class=\"tc-more\"><summary>Read the full entry<\/summary><div class=\"tc-full\"><p>TikTok&#8217;s advertising tag. Per TikTok it gathers the IP address (for geolocation), the user agent (device make, model, OS, browser), timestamps, ad and event information, and descriptive page metadata, structured microdata, page performance data, and button clicks. First-party cookies are optional, but third-party cookies are on by default. Advanced Matching adds hashed email and phone.<\/p><p class=\"tc-src\">Sources: About TikTok Pixel and Advanced Matching for Web, ads.tiktok.com.<\/p><\/div><\/details> <div class=\"tc-foot\"><span class=\"risk-chip high\"><span class=\"rk\">Privacy risk<\/span><span class=\"risk high\"><span class=\"risk-meter\" aria-hidden=\"true\"><i><\/i><i><\/i><i><\/i><\/span><span class=\"risk-label\">High<\/span><\/span><\/span><a href=\"\/en\/resources\/tags\/profiles\/tiktok\/\">Full profile <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> <\/article><article class=\"tag-card\" id=\"tag-google-analytics\" data-cat=\"an\" data-hashed=\"0\" data-i=\"2\" aria-roledescription=\"card\" aria-label=\"3 of 12: Google Analytics (GA4)\"> <header class=\"tc-head\"><span class=\"cat-pill an\">Analytics<\/span><span class=\"tc-num\">03\/12<\/span><h3>Google Analytics (GA4)<\/h3><p class=\"tc-goes\">Sends to <b>Google<\/b><\/p><\/header> <div class=\"tc-body\"> <div class=\"tc-row\"><p class=\"tc-k\">What it collects<\/p><p>Device and browser data, geographic data derived from IP, on-site activity\/events, and first-party cookies. IP addresses are used but not logged or stored<\/p><\/div> <div class=\"tc-duo\"><div class=\"tc-row\"><p class=\"tc-k\">Before consent?<\/p><span class=\"consent\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Yes, unless gated (Consent Mode)<\/span><\/div><div class=\"tc-row\"><p class=\"tc-k\">DataTrue detects as<\/p><p><code>Google Analytics - GA4<\/code><\/p><\/div><\/div> <\/div> <details class=\"tc-more\"><summary>Read the full entry<\/summary><div class=\"tc-full\"><p>Google&#8217;s analytics platform. It collects device and browser data, geographic data, and on-site activity, and it mainly uses first-party cookies. Google states it does not log or store IP addresses, though the IP is used in transit to derive coarse location. On apps it uses an app-instance identifier.<\/p><p class=\"tc-src\">Source: Safeguarding your data (GA4), support.google.com\/analytics.<\/p><\/div><\/details> <div class=\"tc-foot\"><span class=\"risk-chip medium\"><span class=\"rk\">Privacy risk<\/span><span class=\"risk medium\"><span class=\"risk-meter\" aria-hidden=\"true\"><i><\/i><i><\/i><i><\/i><\/span><span class=\"risk-label\">Medium<\/span><\/span><\/span><a href=\"\/en\/resources\/tags\/profiles\/ga\/\">Full profile <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> <\/article><article class=\"tag-card\" id=\"tag-google-ads\" data-cat=\"ad\" data-hashed=\"1\" data-i=\"3\" aria-roledescription=\"card\" aria-label=\"4 of 12: Google Ads\"> <header class=\"tc-head\"><span class=\"cat-pill ad\">Advertising<\/span><span class=\"tc-num\">04\/12<\/span><h3>Google Ads<\/h3><p class=\"tc-goes\">Sends to <b>Google<\/b><\/p><\/header> <div class=\"tc-body\"> <div class=\"tc-row\"><p class=\"tc-k\">What it collects<\/p><p>Click identifier (GCLID), and first-party cookies with a user\/click ID for conversion and remarketing, plus (with Enhanced Conversions, set at account level) hashed customer data such as email<\/p><\/div> <div class=\"tc-duo\"><div class=\"tc-row\"><p class=\"tc-k\">Before consent?<\/p><span class=\"consent\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Yes, unless gated (Consent Mode)<\/span><\/div><div class=\"tc-row\"><p class=\"tc-k\">DataTrue detects as<\/p><p><code>Google Ads Conversion<\/code> <code>Remarketing<\/code> <code>Measurement<\/code><\/p><\/div><\/div> <\/div> <details class=\"tc-more\"><summary>Read the full entry<\/summary><div class=\"tc-full\"><p>Google&#8217;s conversion-tracking and remarketing tags. They store cookies with a unique identifier for the user or the ad click (the GCLID, Google Click Identifier). When a visitor converts, the tag reads this and sends it to Google Ads with the conversion. Enhanced conversions add hashed customer data such as email. The setting is made at the account level, and new conversion actions inherit it. <em>Sources: How Google Ads tracks website conversions and About enhanced conversions, support.google.com\/google-ads.<\/em> Full profile: <code>\/en\/resources\/tags\/profiles\/google-ads\/<\/code>.<\/p><p class=\"tc-src\">Sources: How Google Ads tracks website conversions and About enhanced conversions, support.google.com\/google-ads.<\/p><\/div><\/details> <div class=\"tc-foot\"><span class=\"risk-chip high\"><span class=\"rk\">Privacy risk<\/span><span class=\"risk high\"><span class=\"risk-meter\" aria-hidden=\"true\"><i><\/i><i><\/i><i><\/i><\/span><span class=\"risk-label\">High<\/span><\/span><\/span><a href=\"\/en\/resources\/tags\/profiles\/google-ads\/\">Full profile <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> <\/article><article class=\"tag-card\" id=\"tag-linkedin-insight-tag\" data-cat=\"ad\" data-hashed=\"0\" data-i=\"4\" aria-roledescription=\"card\" aria-label=\"5 of 12: LinkedIn Insight Tag\"> <header class=\"tc-head\"><span class=\"cat-pill ad\">Advertising<\/span><span class=\"tc-num\">05\/12<\/span><h3>LinkedIn Insight Tag<\/h3><p class=\"tc-goes\">Sends to <b>LinkedIn (Microsoft)<\/b><\/p><\/header> <div class=\"tc-body\"> <div class=\"tc-row\"><p class=\"tc-k\">What it collects<\/p><p>IP address, browser\/device characteristics, page URL, referrer, timestamp, and a first-party ad tracking cookie (li_fat_id), plus (with enhanced matching) hashed email. Links to your LinkedIn profile when you are logged in<\/p><\/div> <div class=\"tc-duo\"><div class=\"tc-row\"><p class=\"tc-k\">Before consent?<\/p><span class=\"consent\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Yes, unless gated<\/span><\/div><div class=\"tc-row\"><p class=\"tc-k\">DataTrue detects as<\/p><p><code>Linkedin Analytics<\/code><\/p><\/div><\/div> <\/div> <details class=\"tc-more\"><summary>Read the full entry<\/summary><div class=\"tc-full\"><p>LinkedIn&#8217;s B2B advertising tag. Per LinkedIn, for every page load it collects the visitor&#8217;s IP address, browser and device characteristics, page URL, referrer, and a timestamp, LinkedIn truncates or hashes the IP addresses. When a visitor is logged in to LinkedIn, the data can be connected to their profile. Its cookies include li_fat_id, a first-party cookie that is on by default for new tags, and UserMatchHistory and li_sugr, which LinkedIn sets on its own domains. With enhanced matching on, it also sends email addresses hashed on your site.<\/p><p class=\"tc-src\">Source: LinkedIn Insight Tag FAQs, linkedin.com\/help.<\/p><\/div><\/details> <div class=\"tc-foot\"><span class=\"risk-chip medium\"><span class=\"rk\">Privacy risk<\/span><span class=\"risk medium\"><span class=\"risk-meter\" aria-hidden=\"true\"><i><\/i><i><\/i><i><\/i><\/span><span class=\"risk-label\">Medium<\/span><\/span><\/span><a href=\"\/en\/resources\/tags\/profiles\/linkedin\/\">Full profile <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> <\/article><article class=\"tag-card\" id=\"tag-google-tag-manager\" data-cat=\"ct\" data-hashed=\"0\" data-i=\"5\" aria-roledescription=\"card\" aria-label=\"6 of 12: Google Tag Manager\"> <header class=\"tc-head\"><span class=\"cat-pill ct\">Tag container<\/span><span class=\"tc-num\">06\/12<\/span><h3>Google Tag Manager<\/h3><p class=\"tc-goes\">Sends to <b>Google (minimal), plus other vendors via the tags it loads<\/b><\/p><\/header> <div class=\"tc-body\"> <div class=\"tc-row\"><p class=\"tc-k\">What it collects<\/p><p>Little on its own (no IP or per-user IDs retained per Google). It loads and fires the other tags, which each collect their own data<\/p><\/div> <div class=\"tc-duo\"><div class=\"tc-row\"><p class=\"tc-k\">Before consent?<\/p><span class=\"consent early\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Loads early, often before consent unless gated<\/span><\/div><div class=\"tc-row\"><p class=\"tc-k\">DataTrue detects as<\/p><p><code>Google Tag Manager<\/code><\/p><\/div><\/div> <\/div> <details class=\"tc-more\"><summary>Read the full entry<\/summary><div class=\"tc-full\"><p>A tag container rather than a tracking tag. Google states GTM does not collect, retain, or share information about visitors beyond aggregated tag-firing data that excludes IP and per-user identifiers, plus standard HTTP logs deleted within 14 days. The privacy question with GTM is what it deploys: the tags it fires each collect their own data, and GTM often loads early, so it can fire them before consent unless gated.<\/p><p class=\"tc-src\">Source: Data privacy and security, support.google.com\/tagmanager.<\/p><\/div><\/details> <\/article><article class=\"tag-card\" id=\"tag-microsoft-uet\" data-cat=\"ad\" data-hashed=\"1\" data-i=\"6\" aria-roledescription=\"card\" aria-label=\"7 of 12: Microsoft (Bing) UET\"> <header class=\"tc-head\"><span class=\"cat-pill ad\">Advertising<\/span><span class=\"tc-num\">07\/12<\/span><h3>Microsoft (Bing) UET<\/h3><p class=\"tc-goes\">Sends to <b>Microsoft<\/b><\/p><\/header> <div class=\"tc-body\"> <div class=\"tc-row\"><p class=\"tc-k\">What it collects<\/p><p>Page views and conversion events, and cookies including MUID, _uetvid and _uetsid, plus (with enhanced conversions on for a goal) hashed email or phone<\/p><\/div> <div class=\"tc-duo\"><div class=\"tc-row\"><p class=\"tc-k\">Before consent?<\/p><span class=\"consent\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Yes, unless gated<\/span><\/div><div class=\"tc-row\"><p class=\"tc-k\">DataTrue detects as<\/p><p><code>Microsoft Bing<\/code><\/p><\/div><\/div> <\/div> <details class=\"tc-more\"><summary>Read the full entry<\/summary><div class=\"tc-full\"><p>Microsoft Advertising&#8217;s Universal Event Tracking tag. It tracks on-site events, such as page views, leads and purchases, and uses cookies including MUID, _uetvid and _uetsid. With enhanced conversions turned on for a conversion goal, it sends email or phone hashed with SHA-256.<\/p><p class=\"tc-src\">Sources: Microsoft Advertising FAQ: UET and user consent, and Enhanced conversions, learn.microsoft.com\/advertising.<\/p><\/div><\/details> <\/article><article class=\"tag-card\" id=\"tag-hotjar\" data-cat=\"sr\" data-hashed=\"0\" data-i=\"7\" aria-roledescription=\"card\" aria-label=\"8 of 12: Hotjar\"> <header class=\"tc-head\"><span class=\"cat-pill sr\">Session replay \/ analytics<\/span><span class=\"tc-num\">08\/12<\/span><h3>Hotjar<\/h3><p class=\"tc-goes\">Sends to <b>Hotjar (Contentsquare)<\/b><\/p><\/header> <div class=\"tc-body\"> <div class=\"tc-row\"><p class=\"tc-k\">What it collects<\/p><p>Clicks, mouse movement, scrolling, page content, and device\/browser. Keystrokes and input fields are suppressed client-side by default, and no IP is stored at rest (a UUID is used)<\/p><\/div> <div class=\"tc-duo\"><div class=\"tc-row\"><p class=\"tc-k\">Before consent?<\/p><span class=\"consent\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Yes, unless gated<\/span><\/div><div class=\"tc-row\"><p class=\"tc-k\">DataTrue detects as<\/p><p><code>Hotjar<\/code><\/p><\/div><\/div> <\/div> <details class=\"tc-more\"><summary>Read the full entry<\/summary><div class=\"tc-full\"><p>A session-replay and behavior tool. It captures clicks, mouse movement, scrolling, page content, and device\/browser information. Hotjar automatically suppresses keystroke data on all input fields client-side, so it never reaches their servers, and by default it does not store IP addresses at rest, using a generated UUID instead. What it captures depends on your suppression settings.<\/p><p class=\"tc-src\">Source: Data Safety, Privacy &amp; Security, help.hotjar.com.<\/p><\/div><\/details> <\/article><article class=\"tag-card\" id=\"tag-fullstory\" data-cat=\"sr\" data-hashed=\"0\" data-i=\"8\" aria-roledescription=\"card\" aria-label=\"9 of 12: Fullstory\"> <header class=\"tc-head\"><span class=\"cat-pill sr\">Session replay \/ analytics<\/span><span class=\"tc-num\">09\/12<\/span><h3>Fullstory<\/h3><p class=\"tc-goes\">Sends to <b>Fullstory<\/b><\/p><\/header> <div class=\"tc-body\"> <div class=\"tc-row\"><p class=\"tc-k\">What it collects<\/p><p>User interactions, DOM structure, page changes, and form submissions. When Private by Default is on (standard for newer accounts), no text leaves the browser unless allowlisted, and images cannot be masked on web sessions<\/p><\/div> <div class=\"tc-duo\"><div class=\"tc-row\"><p class=\"tc-k\">Before consent?<\/p><span class=\"consent\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Yes, unless gated<\/span><\/div><div class=\"tc-row\"><p class=\"tc-k\">DataTrue detects as<\/p><p><code>FullStory<\/code><\/p><\/div><\/div> <\/div> <details class=\"tc-more\"><summary>Read the full entry<\/summary><div class=\"tc-full\"><p>A session-replay and experience-analytics tool. It captures user interactions, the DOM structure of pages, and how visitors move through the site and submit forms. When Private by Default is on (standard for newer accounts, and on request for older ones), no text is captured or sent outside the browser unless explicitly allowlisted, and form inputs are masked. One documented limit: images cannot be masked on web sessions, so sensitive information shown in an image can be captured unless the element is excluded.<\/p><p class=\"tc-src\">Source: Fullstory Private by Default, help.fullstory.com.<\/p><\/div><\/details> <\/article><article class=\"tag-card\" id=\"tag-pinterest-tag\" data-cat=\"ad\" data-hashed=\"1\" data-i=\"9\" aria-roledescription=\"card\" aria-label=\"10 of 12: Pinterest Tag\"> <header class=\"tc-head\"><span class=\"cat-pill ad\">Advertising<\/span><span class=\"tc-num\">10\/12<\/span><h3>Pinterest Tag<\/h3><p class=\"tc-goes\">Sends to <b>Pinterest<\/b><\/p><\/header> <div class=\"tc-body\"> <div class=\"tc-row\"><p class=\"tc-k\">What it collects<\/p><p>Standard conversion events and site activity, and (with Enhanced Match) a <span class=\"hashed\">browser-hashed email<\/span> sent to match visitors to Pinterest accounts, plus cross-device conversions<\/p><\/div> <div class=\"tc-duo\"><div class=\"tc-row\"><p class=\"tc-k\">Before consent?<\/p><span class=\"consent\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Yes, unless gated<\/span><\/div><div class=\"tc-row\"><p class=\"tc-k\">DataTrue detects as<\/p><p><code>Pinterest Analytics Conversion<\/code><\/p><\/div><\/div> <\/div> <details class=\"tc-more\"><summary>Read the full entry<\/summary><div class=\"tc-full\"><p>Pinterest&#8217;s conversion-tracking tag. It tracks standard conversion events and site activity. With Enhanced Match it sends a hashed email address to Pinterest, hashed with SHA-256 in the browser, to match site events when no Pinterest cookie is present, and supports cross-device conversions.<\/p><p class=\"tc-src\">Source: Enable enhanced match, help.pinterest.com.<\/p><\/div><\/details> <\/article><article class=\"tag-card\" id=\"tag-snap-pixel\" data-cat=\"ad\" data-hashed=\"1\" data-i=\"10\" aria-roledescription=\"card\" aria-label=\"11 of 12: Snap Pixel\"> <header class=\"tc-head\"><span class=\"cat-pill ad\">Advertising<\/span><span class=\"tc-num\">11\/12<\/span><h3>Snap Pixel<\/h3><p class=\"tc-goes\">Sends to <b>Snap<\/b><\/p><\/header> <div class=\"tc-body\"> <div class=\"tc-row\"><p class=\"tc-k\">What it collects<\/p><p>Events (page view, view content, add to cart, purchase, etc.), plus hashed email and phone, passed by the site or picked up from forms by Automated Matching when that toggle is on<\/p><\/div> <div class=\"tc-duo\"><div class=\"tc-row\"><p class=\"tc-k\">Before consent?<\/p><span class=\"consent\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Yes, unless gated<\/span><\/div><div class=\"tc-row\"><p class=\"tc-k\">DataTrue detects as<\/p><p><code>Snapchat<\/code><\/p><\/div><\/div> <\/div> <details class=\"tc-more\"><summary>Read the full entry<\/summary><div class=\"tc-full\"><p>Snapchat&#8217;s advertising tag. It tracks standard events (page view, view content, add to cart, start checkout, purchase, and more). It can also send hashed email and phone, either passed by the site or picked up from forms by Snap&#8217;s Automated Matching when that toggle is on. Snap&#8217;s terms prohibit configuring the pixel to send health-related or other sensitive information.<\/p><p class=\"tc-src\">Source: Snap Pixel FAQs, businesshelp.snapchat.com.<\/p><\/div><\/details> <\/article><article class=\"tag-card\" id=\"tag-criteo-onetag\" data-cat=\"ad\" data-hashed=\"1\" data-i=\"11\" aria-roledescription=\"card\" aria-label=\"12 of 12: Criteo OneTag\"> <header class=\"tc-head\"><span class=\"cat-pill ad\">Advertising \/ retargeting<\/span><span class=\"tc-num\">12\/12<\/span><h3>Criteo OneTag<\/h3><p class=\"tc-goes\">Sends to <b>Criteo<\/b><\/p><\/header> <div class=\"tc-body\"> <div class=\"tc-row\"><p class=\"tc-k\">What it collects<\/p><p>Product views, add-to-cart actions, purchases, and site activity, plus <span class=\"hashed\">hashed email<\/span> and cross-device and cross-site identifiers via cookies<\/p><\/div> <div class=\"tc-duo\"><div class=\"tc-row\"><p class=\"tc-k\">Before consent?<\/p><span class=\"consent\"><span class=\"c-dot\" aria-hidden=\"true\"><\/span>Yes, unless gated<\/span><\/div><div class=\"tc-row\"><p class=\"tc-k\">DataTrue detects as<\/p><p><code>Criteo<\/code><\/p><\/div><\/div> <\/div> <details class=\"tc-more\"><summary>Read the full entry<\/summary><div class=\"tc-full\"><p>Criteo&#8217;s retargeting tag. It captures product views, add-to-cart actions, purchases, and site activity, and sends them to Criteo. It supports hashed email collection and cross-device tracking, and uses cookies for audience segmentation and ad delivery.<\/p><p class=\"tc-src\">Sources: Introduction to the Criteo OneTag, help.criteo.com. Criteo privacy, criteo.com\/privacy.<\/p><\/div><\/details> <\/article><\/div> <div class=\"wrap\"><div class=\"deck-dots\" id=\"deck-dots\" role=\"tablist\" aria-label=\"Jump to a tag\"><\/div><\/div> <\/section><div class=\"wrap\"><div class=\"art-grid\" style=\"padding-top:36px\"><article class=\"prose\"> <h2 id=\"how-to-see-what-your-own-tags-collect\" style=\"margin-top:8px\">How to see what your own tags collect<\/h2> <p>A reference tells you what these tags can collect. It cannot tell you what yours are doing right now, on your site, in each consent state. That is a question about your own pages, and it changes every time a tag is added or a container is edited.<\/p><figure class=\"r1-fig r1-shot\"><div class=\"r1-crop\" style=\"max-width:912px\"><img decoding=\"async\" src=\"\/wp-content\/uploads\/2026\/09\/journey-simulation-payload-crop.png\" alt=\"A DataTrue journey test reading what a GA4 page view sent: the event name, page name and measurement ID each pass their checks.\" width=\"912\" height=\"595\" loading=\"lazy\"><\/div><\/figure><p>DataTrue answers it by testing your live site and apps continuously, and alerting when it changes. Coverage tests crawl your whole site and report what is tagged on every page. Simulation tests walk a defined journey, like a checkout, step by step and in each consent state, and read the actual data payload each tag sends at each step. Sensitive Data Detection flags when a tag is sending personal data it should not. You can also test changes before they go live, against draft GTM Preview and Adobe Tags containers.<\/p> <div class=\"inline-cta\"><div><p class=\"ic-k\">How DataTrue does it<\/p><p class=\"ic-t\">See how DataTrue detects what your tags collect<\/p><\/div><a class=\"ic-go\" href=\"\/en\/platform\/web-analytics-testing\/\">Web analytics testing <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> <section class=\"faq-block\" aria-labelledby=\"questions\"><h2 id=\"questions\">Questions<\/h2><div class=\"faq-list\"><details class=\"faq-item\" open><summary>What data do marketing tags collect?<\/summary><p>It depends on the tag, but commonly: IP address, device and browser details, the pages a visitor views, and their actions on the site. Advertising tags often also send hashed personal data such as email addresses when advanced matching or enhanced conversions are turned on. Each tag sends its data to the company that provides it, like Meta, Google, or TikTok.<\/p><\/details><details class=\"faq-item\"><summary>Do tags collect data before a visitor consents?<\/summary><p>They can. Many tags fire as soon as a page loads, which is before a visitor has made a consent choice, unless your consent setup blocks them until then. Whether your tags wait for consent depends on your configuration, which is why it is worth checking rather than assuming.<\/p><\/details><details class=\"faq-item\"><summary>What is advanced matching (or enhanced conversions)?<\/summary><p>It is an option on many advertising tags that sends hashed personal data, usually email and phone, to improve how well the platform matches a visitor to a known account. The data is hashed, but it is still personal data being sent to a third party, so it matters whether it is sent with consent.<\/p><\/details><details class=\"faq-item\"><summary>What is the difference between what a tag collects and whether it is legal?<\/summary><p>This page covers what tags collect. Whether collecting that data is compliant depends on the law that applies to you and how your site is configured. For the compliance question, see our <a href=\"https:\/\/datatrue.com\/en\/resources\/privacy-compliance\/\">privacy and compliance resources<\/a>.<\/p><\/details><details class=\"faq-item\"><summary>How do I find out what tags are on my own site and what they send?<\/summary><p>Run a tag audit that inspects the data payload and tests each consent state, or monitor your site continuously so you are alerted when a tag changes. See our tag audit guide.<\/p><\/details><\/div><\/section> <\/article> <aside class=\"rail\" aria-label=\"On this page\"><div class=\"toc\"><p class=\"toc-label\">On this page<\/p><ol> <li><a href=\"#how-to-read-this-page\">How to read this page<\/a><\/li><li><a href=\"#the-reference-table\">The reference table<\/a><\/li><li><a href=\"#with-and-without-consent\">With and without consent<\/a><\/li><li><a href=\"#the-tags-one-by-one\">The tags, one by one<\/a><\/li><li><a href=\"#how-to-see-what-your-own-tags-collect\">How to see what your own tags collect<\/a><\/li><li><a href=\"#questions\">Questions<\/a><\/li><li><a href=\"#related\">Related resources<\/a><\/li><li><a href=\"#sources\">Sources<\/a><\/li><\/ol><\/div><\/aside> <\/div><\/div><section class=\"band alt\" aria-labelledby=\"related\"><div class=\"wrap\"><div class=\"section-head\"><h2 id=\"related\">Related resources<\/h2><\/div><div class=\"tile-grid two\"><a class=\"tile\" href=\"\/en\/resources\/tags\/what-is-a-tag-audit\/\"><span class=\"t-label\">Guide<\/span><h3>Tag audit guide<\/h3><p>how to find which of these are on your own site<\/p><\/a><a class=\"tile\" href=\"\/en\/resources\/tags\/what-is-a-web-tag\/\"><span class=\"t-label\">Explainer<\/span><h3>What is a web tag?<\/h3><\/a><a class=\"tile\" href=\"https:\/\/datatrue.com\/en\/resources\/privacy-compliance\/\"><span class=\"t-label\">Privacy &amp; Compliance<\/span><h3>Privacy &amp; Compliance resources<\/h3><p>whether your tracking is compliant<\/p><\/a><a class=\"tile\" href=\"https:\/\/datatrue.com\/en\/resources\/enforcement-watch\/\"><span class=\"t-label\">Enforcement Watch<\/span><h3>Enforcement Watch<\/h3><p>the cases behind these tags<\/p><\/a><\/div><\/div><\/section><section class=\"band rule\" id=\"sources\" aria-labelledby=\"sources-h\"><div class=\"wrap\"><div class=\"section-head\"><h2 id=\"sources-h\" style=\"font-size:22px\">Sources<\/h2><\/div><ol class=\"src-list\"><li>Meta Pixel overview: <a href=\"https:\/\/developers.facebook.com\/docs\/meta-pixel\/\" rel=\"nofollow noopener\">developers.facebook.com\/docs\/meta-pixel<\/a><\/li><li>Meta Pixel, Advanced matching: <a href=\"https:\/\/developers.facebook.com\/documentation\/meta-pixel\/advanced\/advanced-matching\" rel=\"nofollow noopener\">developers.facebook.com\/documentation\/meta-pixel\/advanced\/advanced-matching<\/a><\/li><li>About TikTok Pixel: <a href=\"https:\/\/ads.tiktok.com\/help\/article\/tiktok-pixel\" rel=\"nofollow noopener\">ads.tiktok.com\/help\/article\/tiktok-pixel<\/a><\/li><li>TikTok, Advanced Matching for Web: <a href=\"https:\/\/ads.tiktok.com\/help\/article\/best-practices-for-advanced-matching-for-web\" rel=\"nofollow noopener\">ads.tiktok.com\/help\/article\/best-practices-for-advanced-matching-for-web<\/a><\/li><li>GA4, Safeguarding your data: <a href=\"https:\/\/support.google.com\/analytics\/answer\/6004245\" rel=\"nofollow noopener\">support.google.com\/analytics\/answer\/6004245<\/a><\/li><li>Google Ads, How Google Ads tracks website conversions: <a href=\"https:\/\/support.google.com\/google-ads\/answer\/7521212\" rel=\"nofollow noopener\">support.google.com\/google-ads\/answer\/7521212<\/a><\/li><li>Google Ads, About enhanced conversions: <a href=\"https:\/\/support.google.com\/google-ads\/answer\/9888656\" rel=\"nofollow noopener\">support.google.com\/google-ads\/answer\/9888656<\/a><\/li><li>LinkedIn Insight Tag FAQs: <a href=\"https:\/\/www.linkedin.com\/help\/lms\/answer\/a427660\" rel=\"nofollow noopener\">linkedin.com\/help\/lms\/answer\/a427660<\/a><\/li><li>Google Tag Manager, Data privacy and security: <a href=\"https:\/\/support.google.com\/tagmanager\/answer\/9323295\" rel=\"nofollow noopener\">support.google.com\/tagmanager\/answer\/9323295<\/a><\/li><li>Microsoft Advertising, Universal Event Tracking: <a href=\"https:\/\/learn.microsoft.com\/en-us\/advertising\/guides\/universal-event-tracking?view=bingads-13\" rel=\"nofollow noopener\">learn.microsoft.com\/en-us\/advertising\/guides\/universal-event-tracking?view=bingads-13<\/a> (base UET behavior, events, and remarketing). Cookie names: Microsoft Advertising, FAQ: UET and user consent: <a href=\"https:\/\/learn.microsoft.com\/en-us\/advertising\/msa-help\/hlp_ba_conc_uet_consentfaq\" rel=\"nofollow noopener\">learn.microsoft.com\/en-us\/advertising\/msa-help\/hlp_ba_conc_uet_consentfaq<\/a><\/li><li>Microsoft Advertising, Enhanced conversions: <a href=\"https:\/\/learn.microsoft.com\/en-us\/advertising\/msa-help\/hlp_ba_conc_uet_enhancedconversions\" rel=\"nofollow noopener\">learn.microsoft.com\/en-us\/advertising\/msa-help\/hlp_ba_conc_uet_enhancedconversions<\/a><\/li><li>Hotjar, Data Safety, Privacy &amp; Security: <a href=\"https:\/\/help.hotjar.com\/hc\/en-us\/articles\/36819972898193-Data-Safety-Privacy-Security\" rel=\"nofollow noopener\">help.hotjar.com\/hc\/en-us\/articles\/36819972898193-Data-Safety-Privacy-Security<\/a><\/li><li>Fullstory, Private by Default: <a href=\"https:\/\/help.fullstory.com\/hc\/en-us\/articles\/360044349073-Fullstory-Private-by-Default\" rel=\"nofollow noopener\">help.fullstory.com\/hc\/en-us\/articles\/360044349073-Fullstory-Private-by-Default<\/a><\/li><li>Pinterest, Enable enhanced match: <a href=\"https:\/\/help.pinterest.com\/en\/business\/article\/enhanced-match\" rel=\"nofollow noopener\">help.pinterest.com\/en\/business\/article\/enhanced-match<\/a><\/li><li>Snap Pixel FAQs: <a href=\"https:\/\/businesshelp.snapchat.com\/s\/article\/pixel-faqs\" rel=\"nofollow noopener\">businesshelp.snapchat.com\/s\/article\/pixel-faqs<\/a><\/li><li>Criteo OneTag introduction: <a href=\"https:\/\/help.criteo.com\/kb\/guide\/en\/introduction-to-the-criteo-onetag-8fjCDwCENw\/\" rel=\"nofollow noopener\">help.criteo.com\/kb\/guide\/en\/introduction-to-the-criteo-onetag-8fjCDwCENw<\/a> . Criteo privacy: <a href=\"https:\/\/www.criteo.com\/privacy\/\" rel=\"nofollow noopener\">criteo.com\/privacy<\/a><\/li><\/ol><\/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>Know what your tags send, page by page<\/h2><p class=\"tcta-sub\">DataTrue runs real journeys on your site and checks each tag&#8217;s data against what you expect, field by field. A missing event or a wrong value shows up in a test before it reaches a report.<\/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\/journey-simulation-payload.png\" alt=\"A DataTrue journey step reading what a GA4 page view sent, with each property checked\" width=\"1402\" height=\"876\" loading=\"lazy\"><\/div><div class=\"tcta-cap\">A journey step checking what a GA4 tag sent<\/div><\/div><\/div> <\/div><\/div><\/section> <script>(function(){ var tbody = document.querySelector('#tagref tbody'); var rows = [].slice.call(tbody.rows); var deck = document.getElementById('deck'); var cards = [].slice.call(deck.querySelectorAll('.tag-card')); var q = document.getElementById('ref-q'); var chips = [].slice.call(document.querySelectorAll('.fchip[data-f]')); var hashedT = document.querySelector('.fchip[data-t=\"hashed\"]'); var countEl = document.getElementById('ref-count'); var emptyEl = document.getElementById('ref-empty'); var pos = document.getElementById('deck-pos'); var dotsEl = document.getElementById('deck-dots'); var state = { f:'all', hashed:false, q:'' }; var reduce = window.matchMedia && matchMedia('(prefers-reduced-motion: reduce)').matches; \/* ---------- filter + search (drives table AND cards) ---------- *\/ function norm(s){ return (s||'').toLowerCase(); } function matches(el){ if (state.f !== 'all' && el.dataset.cat !== state.f) return false; if (state.hashed && el.dataset.hashed !== '1') return false; if (state.q && norm(el.textContent).indexOf(state.q) === -1) return false; 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'auto' : 'smooth' }); } function buildDots(){ dotsEl.innerHTML = ''; var vv = visible(); vv.forEach(function(c, i){ c.querySelector('.tc-num').textContent = (i < 9 ? '0' : '') + (i + 1) + '\/' + vv.length; c.setAttribute('aria-label', (i + 1) + ' of ' + vv.length + ': ' + c.querySelector('h3').textContent); var b = document.createElement('button'); b.type = 'button'; b.setAttribute('role','tab'); b.setAttribute('aria-label', c.querySelector('h3').textContent); b.addEventListener('click', function(){ go(i); }); dotsEl.appendChild(b); }); } function update(){ var v = visible(), i = current(), dots = dotsEl.children; pos.textContent = v.length ? (i + 1) + ' \/ ' + v.length : '0 \/ 0'; for (var k = 0; k < dots.length; k++) dots[k].setAttribute('aria-current', k === i ? 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