Marketing and Analytics

Optimizely experiments on visitors. Consent determines whether data collection is authorized.

Optimizely is widely used for A/B testing, feature flags, and personalization. Its experiments collect behavioral data and assign visitors to test variants. Without consent gating, that collection and assignment happens for every visitor, including those who have opted out. Lokker validates whether Optimizely fires within the correct consent state and whether it respects opt-out and GPC signals.

Consent Validator Privacy Edge

Request a demo Validate consent behavior

Marketing and Analytics

Optimizely

Optimizely is an experimentation and personalization platform that runs A/B tests, multi-variate experiments, and feature flag deployments based on visitor attributes and behavioral data.

Trademark

Optimizely is a trademark of Optimizely, Inc.. Lokker is not affiliated with or endorsed by Optimizely, Inc..

Risk and failure modes

Experimentation tools often bypass consent because they are categorized as infrastructure

Experimentation is sometimes treated as a functional or strictly necessary technology, but collecting visitor behavioral data for test assignment and outcome measurement requires a consent basis under most privacy frameworks.

Variant assignment recorded without consent

Optimizely assigns visitors to test variants using cookies or local storage. That assignment is a data processing activity that requires a legal basis in opt-in jurisdictions.

Conversion tracking extends beyond the session

Optimizely tracks conversions across sessions using a persistent identifier. Persistent cross-session tracking requires explicit consent in most opt-in markets.

Experiments running in reject state

When Optimizely is not gated by a consent condition, experiments continue to run for opted-out visitors, collecting outcome data that does not have a valid legal basis.

Consent and configuration

Optimizely variant assignment and outcome tracking are data processing activities. Whether the legal basis is consent or legitimate interest, the basis needs to be documented and the data collection needs to be gated accordingly.

Optimizely should be categorized in a consent category other than Strictly Necessary unless the experiments relate to essential site functionality.
Persistent Optimizely identifiers need to be suppressed or cleared in the opt-out state.
Experiment data transmitted to Optimizely servers needs to be validated in the reject state to confirm it stops.

Regional compliance

Experimentation is consent-sensitive in opt-in markets

GDPR jurisdictions require a valid legal basis for any personal data processing, including behavioral data used for experiment assignment. Using legitimate interest as the basis for experimentation is increasingly scrutinized. California law as amended by the CPRA introduces GPC recognition and opt-out obligations for data sharing with Optimizely where experimentation data constitutes sharing for cross-context behavioral advertising.

How Lokker helps

How Lokker validates Optimizely within your consent framework

Lokker tests whether Optimizely fires before consent, after rejection, and in GPC states, giving you the network evidence to confirm whether experimentation stays within its legal basis.