Skip to content
GDPR Fix
Scan free
AnalyticsConsent required

What is the optimizelyEndUserId cookie?it needs consent first

Set by Optimizely (Optimizely, Inc.). Expires after 6 months.

Block it until the visitor opts in

Under the ePrivacy Directive (Art. 5(3)) and GDPR, optimizelyEndUserId may only be set after the visitor accepts analytics cookies.

Purpose

Unique visitor ID used to bucket the visitor into experiments.

Cookie details

Cookie name
optimizelyEndUserId
Service
Optimizely
Provider
Optimizely, Inc.
Category
Analytics
Duration
6 months
Consent
Required — opt-in

GDPR requirements

Analytics cookies help website owners understand how visitors interact with websites by collecting and reporting information anonymously. Consent is required under GDPR.

For optimizelyEndUserId to be compliant, it must be:

  • Not set on the first visit — not even for a fraction of a second
  • A consent banner is shown, and the visitor actively accepts analytics cookies
  • Stays blocked if the visitor rejects or ignores the banner
  • Listed in your cookie policy with its name, purpose and retention period
  • Removed or invalidated when the visitor withdraws consent

How to handle it

  1. 1
    Block it by default

    Configure your consent platform (CMP) or tag manager so Optimizely doesn't load until the visitor accepts analytics cookies.

  2. 2
    Map it to a consent category

    Put it under “Analytics” in your CMP configuration.

  3. 3
    List it in your cookie policy

    Name, purpose, provider (Optimizely, Inc.) and expiry (6 months).

  4. 4
    Sign a DPA

    Have a Data Processing Agreement with Optimizely, Inc. covering the data this cookie collects.

  5. 5
    Verify it works

    In a private window, reject cookies and confirm optimizelyEndUserId is not set.

is optimizelyEndUserId on your site?scan it in 2 minutes

Free scan · see every cookie before and after consent