EU ruling: tracking-based advertising

Why the EU ruling on tracking advertising is a real competitive advantage for LeadMetrics — and why we still track more precisely than the competition

The Irish data protection authority DPC recently sent a strong signal: The current tracking-based advertising system from major platforms such as Google, Microsoft, Amazon and X (formerly Twitter) violates the GDPR — Europe-wide.
Specifically: Data is passed on to third parties without prior, informed and express consent of users.

👉 Anyone who still relies on classic pixel solutions and opaque server-side tricks is walking on thin ice — legally as well as ethically.

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This is where LeadMetrics comes in — with the best of both worlds

Our software LeadMetrics is built from the ground up to comply with the GDPR while providing higher tracking accuracy as many alternatives on the market.
How is that possible?

We track only thenWhen it really counts:
✅ With a Conversion, for example when you submit a form — incl. explicit consent
✅ No page views, user histories, or shadow tracking
✅ Completely data-efficient — but highly precise thanks to our direct event link

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Less data — more informative

While many providers rely on “recording everything,” LeadMetrics focuses on the essentials: the real lead.
Through our Conversion-based event structure Do we not only record cleaner, but also more reliable data. No diluted session data, no guessing over attribution, no cross-domain chaos.

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Comparison: How LeadMetrics stacks up against other tools
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Many providers continue to send large amounts of data to third-party platforms — without reliable consent. This may provide many figures in the short term, but it is not sustainable under data protection law and is strategically dangerous in the long term.

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The special thing about LeadMetrics: GDPR-compliant AND more precise

Unlike tools that track “too much” and rely on questionable workarounds, we at LeadMetrics create a privacy-compliant basis — and use it maximum efficiency:

• Through our One code tracking solution We automatically recognize forms, link them to the respective session and record exactly the user action that counts.
• About our Conversion API integration Data is only transmitted to Meta, Google & Co. if this is permitted and relevant — with full control by our users.

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Conclusion: More accuracy. More trust. More future.

The EU ruling shows that the time for opaque tracking is over. If you want to work successfully using data today, you need tools that legally secure AND technically superior are.

LeadMetrics combines both.
💡 Highest tracking accuracy — without data breaches
💡 Stable database for real marketing decisions
💡 Easy deployment with maximum control

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Source: https://www.iccl.ie/digital-data/eu-ruling-tracking-based-advertising-by-google-microsoft-amazon-x-across-europe-has-no-legal-basis/