If you’re using Pathfactory to deliver content and need to comply with GDPR, you can’t afford to get consent tracking wrong. The stakes are high: hefty fines, angry customers, and a lot of wasted time if you mess this up. This guide is for marketers, ops folks, and anyone tasked with making sure your company’s content experiences don’t land you in hot water.
Let’s cut through the noise and set up GDPR-compliant consent tracking in Pathfactory—step by step, with real talk on what actually matters.
Step 1: Understand What GDPR Actually Requires (Don’t Skip This!)
Before you even touch Pathfactory, get clear on what GDPR means for consent:
- Consent must be clear, affirmative, and granular. No pre-ticked boxes. No hiding consent in your privacy policy.
- You need to record when/how consent was given.
- People must be able to withdraw consent just as easily as they gave it.
Why does this matter? Because Pathfactory, like most platforms, isn’t a “GDPR solution.” It’s a content platform. The GDPR part is up to you. Don’t assume Pathfactory’s built-in features automatically make you compliant—they don’t.
Pro tip: Always talk to your legal or privacy team before you set anything live. Seriously.
Step 2: Map Out Where Consent Is Needed in Pathfactory
Pathfactory lets you build tracks, recommend content, and collect data on what users view. Here’s where GDPR comes into play:
- Lead forms and gates: If you’re collecting email addresses or other personal info, you need explicit consent.
- Tracking pixels/cookies: If you’re tracking behavior (e.g., which content someone views), you need consent before tracking.
- Integrations: Are you passing data to Salesforce, Marketo, or other tools? Consent applies here too.
Ignore “soft opt-ins” or implied consent. That’s not going to cut it under GDPR. If you’re unsure, assume you need consent.
Step 3: Choose a Consent Management Platform (CMP) or Build Your Own
Pathfactory doesn’t come with a built-in GDPR consent banner. You have two options:
1. Use a CMP (Recommended)
A Consent Management Platform (like OneTrust, TrustArc, Cookiebot, or Civic) will manage consent banners, log user choices, and store consent records. Most can be installed via a simple script.
What works: - Easy to update banner text. - Handles cookie blocking and data logs for you. - Most integrate with Google Tag Manager (GTM) or directly on your site.
What to skip: Cheap/free “cookie banner” plugins that don’t actually block scripts or log consent records. They’re window dressing.
2. DIY Consent Banners (Not for the Faint of Heart)
You can build your own banner, but you’ll need to: - Block all tracking scripts until consent is given. - Store proof of consent (timestamp, what was agreed to, etc). - Offer a way to withdraw consent.
Unless you have solid dev resources and legal advice, this usually isn’t worth the headache.
Step 4: Deploy Your CMP or Consent Banner in Pathfactory
You need your consent banner to show up before any tracking or data collection happens in your Pathfactory experiences.
A. For Standalone Pathfactory Microsites
- Paste your CMP or banner script into the Pathfactory Experience’s Custom Code section (usually in the Experience or Track settings).
- Make sure it loads early—top of the
<head>if possible. - Test that the banner shows up before any tracking fires.
B. For Embedded Experiences (on Your Main Site)
- The CMP on your main website should cover Pathfactory embeds by default, if your embed respects blocking rules.
- Double-check that Pathfactory scripts don’t fire tracking before consent. Some Pathfactory widgets may load tracking scripts automatically.
C. Using Google Tag Manager (GTM)
- You can use GTM to manage all scripts, including Pathfactory tracking and your CMP.
- Set up triggers so Pathfactory-related tags only fire after the CMP signals that consent has been given.
- Most CMPs have “Consent Mode” or data layer events you can use as triggers.
Watch out: Pathfactory’s built-in analytics (for engagement tracking) may fire before consent unless you specifically block them. Test with cookie trackers or browser dev tools.
Step 5: Configure Pathfactory to Respect Consent
This is where things get technical and a little messy. Pathfactory doesn’t have deep consent management settings, but you can work with what’s available.
What You Can Do:
- Turn off tracking by default: If possible, use Pathfactory’s settings to disable analytics unless consent is present.
- Use the API: If you have dev resources, you can use Pathfactory’s APIs to delay data collection until after consent. This isn’t out-of-the-box and may require support.
- Custom Scripts: Use your CMP’s callback functions to load Pathfactory scripts only after consent.
What Doesn’t Work:
- Leaving tracking on “because everyone else does it.” You’re still liable.
- Relying on “legitimate interest” for marketing cookies. The regulators have made it clear: marketing and analytics cookies need real consent.
Step 6: Store and Sync Consent Records
GDPR says you need to prove you got consent—when, how, and what for.
- Let your CMP handle this. Good CMPs keep logs automatically.
- If you’re using forms in Pathfactory: Make sure to add a consent checkbox with clear language (e.g., “I agree to receive emails from Company X”) and store this info wherever you process leads (CRM, MAP, etc).
- For integrations: If you’re syncing data to other systems, pass along consent status so downstream tools don’t email people who haven’t opted in.
Don’t: Assume Pathfactory will store consent records for you. It doesn’t.
Step 7: Make Consent Management Easy for Users
GDPR isn’t just about getting consent—it’s about making it easy for people to change their mind.
- Include a “Manage Consent” link in your content experiences or emails. This can open your CMP’s preference center.
- Honor withdrawals quickly. If someone opts out, update Pathfactory and other systems right away.
Pro tip: Test the opt-out process yourself. If it’s confusing or slow, you’ll hear about it—from regulators or angry users.
Step 8: Test, Test, and Test Again
Before you roll out, check these:
- Does the banner show up before any cookies fire?
- Are forms collecting consent explicitly?
- Can you prove when/how consent was given?
- Do all integrations respect consent status?
- Can users withdraw consent easily?
Use browser privacy tools, cookie scanners, or just clear your cookies and try the experience as a real user would.
What to Ignore (and Why)
- “Implied consent” banners: These aren’t GDPR compliant. If the banner says “By using this site you agree…” and sets cookies anyway, skip it.
- Relying solely on Pathfactory’s settings: The platform isn’t designed for GDPR compliance out of the box.
- Overcomplicating your consent text: Plain language is your friend. No one reads legalese.
Keep It Simple and Iterate
GDPR compliance is a moving target. You don’t need a perfect solution on day one, but you do need something honest, user-friendly, and testable. Start simple: use a real CMP, block tracking until you have consent, and make it easy for people to change their mind. That’s 95% of the value—don’t let legal paranoia or shiny tools distract you.
If you get stuck, remember: your job isn’t to make lawyers happy, it’s to treat users with respect and keep your company out of trouble. Good luck!