Once you’ve implemented our Mapp Intelligence Tracking Pixel, you can control where collected data can be reused in other components of Mapp Cloud, such as Engage or Marketing Automation, based on the permissions provided by your users.
Note
This page does not provide legal advice. You are fully responsible for ensuring correct and compliant implementation.
Why This Matters
The Mapp Intelligence tracking pixel collects rich behavioral data from your website – including page views, interactions, and conversions. These data points are primarily used to power insights in Intelligence, such as KPIs, funnels, and segmentations.
With the right user permissions, the same data can be reused to:
Create target groups in Engage.
Trigger on-site personalization or external audience activations via Marketing Automation.
Drive real-time personalization on your website.
To meet data privacy requirements (e.g., GDPR), it’s essential to clearly separate analytics and marketing purposes and only enable the corresponding data flows when the appropriate permission is present.
Consent Handling Overview
When a user visits your website, your consent management platform (CMP) typically asks for permission to collect and use data. With Mapp Intelligence tracking implemented, this permission can be used to define how the collected data is processed and shared across other Mapp Cloud components.
You can configure consent-based controls for the following areas:
Intelligence Tracking
Marketing Automation
Data Forwarding to Engage
A) Allow Intelligence Tracking
This setting controls whether the Mapp Intelligence tracking pixel is allowed to run.
If allowed, behavioral data (e.g., page impressions, product views, conversions) is collected.
This enables analysis and segmentation in Mapp Intelligence.
Data sharing with Marketing Automation or Engage requires additional permissions (see below).
If not allowed, no data is collected or stored.
No tracking cookie is created, no session is tracked, and no data is available in any Mapp Cloud component.
See: How can an Opt-out be set up for Mapp Intelligence tracking?
B) Allow Marketing Automation
In addition to general tracking, users may grant permission to use their data for Marketing Automation purposes.
Use cases include:
In addition to general tracking, users may grant permission to use their data for Marketing Automation purposes – especially to share behavioral data with external advertising platforms.
On-site personalization via banners and overlays
Triggered product recommendations
Data forwarding to third-party advertising platforms (e.g., Meta, Google Ads)
Channel-specific configurations (e.g., allow Meta but block Google Ads) are supported
This option requires that Intelligence Tracking is enabled (see option A), since all automation features rely on behavioral data collected via the Mapp Intelligence pixel.
See: Consent Management for Audience Stream Campaigns
C) Allow Data Forwarding to Engage
With this permission, user data collected via the Mapp Intelligence pixel can be forwarded to Mapp Engage.
This enables:
Creating or updating contact profiles in Engage
Building target groups based on behavioral signals
Triggering personalized communication via email or mobile push
Triggering abandoned browse or abandoned cart campaigns
Important
By default, data is forwarded to both Mapp Intelligence and Mapp Engage.
To control this behavior manually, you must first activate an advanced setting in your tracking setup. Once this feature is enabled, forwarding is only carried out if the request includes the permission category parameter (pec):
pec=3: data is sent to both Intelligence and Engage
pec=0: data is sent to Intelligence only
If the feature is activated but the parameter is missing, data will not be forwarded to Engage.
For implementation details, please refer to the relevant pages in the Tracking Integration documentation.