> ## Documentation Index
> Fetch the complete documentation index at: https://docs.pureclarity.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Tracking Consent

> Implement GDPR and CCPA compliance with PureClarity tracking consent management for customer privacy protection

As a personalization platform, PureClarity requires tracking shopper actions to gather data for audience segmentation and deliver targeted campaigns and recommendations at optimal times.

<Info>
  Privacy-focused legislation like GDPR and CCPA requires shoppers to opt-in to tracking by giving explicit consent, typically through cookie banners.
</Info>

## Privacy Legislation Compliance

### Legal Requirements

**Key privacy laws:**

* **GDPR** (General Data Protection Regulation) - European Union
* **CCPA** (California Consumer Privacy Act) - California, USA
* **Similar legislation** in various jurisdictions globally

**Compliance fundamentals:**

* Shoppers must opt-in to tracking
* Consent typically given via cookie banners
* Clear control over personal data usage

### PureClarity Consent Features

<Note>
  PureClarity provides optional consent requirements that can be controlled via [Customer Privacy Settings](/support/general/settings#customer-privacy-settings).
</Note>

**Default behavior:**

* Consent requirement is **disabled by default**
* Serves global market with varying legal requirements
* **Enable if your business operates under privacy legislation**

### Platform-Specific Handling

**BigCommerce Customers**

<Tip>
  BigCommerce customers don't need to modify PureClarity settings - we automatically use BigCommerce's built-in consent management.
</Tip>

**Other Platforms**

* Requires manual implementation
* Integration with existing cookie banners
* Custom consent event handling

## Implementation Guide

### Consent Granted Event

When a shopper provides tracking consent, call:

```javascript theme={null}
_pc('accept_cookies', true);
```

**Event trigger points:**

* Cookie banner "Accept" button click
* Privacy settings consent toggle
* First-time visitor consent flow

<Info>
  This call instructs PureClarity to begin storing cookies and tracking the user's behavior for personalization.
</Info>

### Consent Revocation Event

For GDPR compliance, shoppers can revoke consent. When supported by your platform:

```javascript theme={null}
_pc('accept_cookies', false);
```

**Revocation effects:**

* PureClarity removes existing cookies
* Tracking stops immediately
* Personalization reverts to general recommendations

<Warning>
  Ensure your cookie banner implementation supports consent revocation to maintain GDPR compliance.
</Warning>

## Impact of No Tracking Consent

### Functional Limitations

Without tracking consent, shoppers experience limited personalization:

**Recommendation Limitations**

* Only general recommendations available (e.g., Best Sellers)
* No personalized product suggestions
* Reduced conversion optimization

**Campaign Restrictions**

* Only broad segment campaigns shown ("First Time Visitors", "Everyone")
* Targeted campaigns unavailable
* Limited marketing effectiveness

**Popup Limitations**

* Only basic segment popups display
* No tracking of previously shown popups
* Shoppers see maximum one popup per session

**Analytics Impact**

* Shopper behavior not reflected in analytics
* Unable to map clickthroughs to conversions
* Reduced data for optimization

### User Experience Effects

<Note>
  Without tracking cookies, PureClarity treats the shopper as a new person on every page visit, severely limiting personalization capabilities.
</Note>

**Session behavior:**

* Each page view treated as new visitor
* No cross-page behavior correlation
* Personalization resets per page

**Post-consent behavior:**

* Once consent given, all current session activity tied to shopper profile
* Historical behavior incorporated into personalization
* Full feature set becomes available

## Implementation Best Practices

### Cookie Banner Integration

**Essential elements:**

1. **Clear consent language** about tracking and personalization
2. **Easy accept/reject options** for user choice
3. **Event triggers** calling PureClarity consent functions
4. **Consent persistence** across sessions

### Compliance Strategy

<Tip>
  Work with legal counsel to ensure your consent implementation meets local privacy law requirements.
</Tip>

**Recommended approach:**

* **Audit your customer base** - determine applicable legislation
* **Review consent banner** - ensure clarity and compliance
* **Test implementation** - verify consent events work correctly
* **Monitor performance** - track impact on conversion rates

### Performance Considerations

**Conversion optimization:**

* Clear value proposition for consent
* Streamlined consent process
* Immediate personalization benefits post-consent
* Transparent data usage explanation

## Technical Integration

### Event Verification

Test consent implementation:

```javascript theme={null}
// Check if consent has been given
_pc('get_consent_status', function(status) {
  console.log('Consent status:', status);
});
```

### Debugging

**Verification steps:**

1. Check cookie presence after consent
2. Verify personalization activation
3. Confirm analytics tracking

## Related Documentation

* [Customer Privacy Settings](/support/general/settings#customer-privacy-settings)
* [Privacy Policy](/legal/privacy/privacy-policy)
* [Cookie Policy](/legal/privacy/cookie-policy)
* [GDPR Overview](/legal/gdpr/overview)