--- title: "Conversion Optimization powered by VWO Product Privacy Notice" date: "2026-05-07T21:06:55+00:00" summary: "Learn how Acquia's VWO-powered Conversion Optimization handles privacy, data retention, and GDPR compliance for A/B testing and personalization." image: type: "page" url: "/conversion-optimization/conversion-optimization-powered-vwo-product-privacy-notice" id: "893bbfa0-cddd-4302-93ba-38c8a838017f" --- Acquia Conversion Optimization powered by VWO --------------------------------------------- Last revision of this Product Notice: June 26, 2025 Prior version(s) of this Product Notice: No prior version   This Product Notices describes the privacy relevant aspects of the above-mentioned Acquia product/services. ### About the Product/Services VWO (Visual Website Optimizer) is a comprehensive platform for A/B testing, personalization, and user insights. It helps businesses improve their digital experiences by enabling them to run experiments, personalize content, and analyze visitor behavior. With VWO, companies can make data-driven decisions to enhance website performance and increase user engagement.   For details about these Products, please refer to the Product Description available online at [https://docs.acquia.com/guide](https://docs.acquia.com/guide). ### 1\. Processing Operation(s) The objective of Processing of Personal Data by data importer is the performance of the Services pursuant to the Agreement. * Processing of Personal Data to deliver its core functionalities required: ☐ yes ☒ no * Optional features processing Personal Data: ☐ yes ☒ no * The optional features are deactivated by default: ☐ yes ☐ no ☒ n/a\* * Processing of sensitive Personal Data: ☐ yes\*\* ☐no ☒ n/a\* * Profiling of individuals based on personal characteristics: ☐ yes \*\* ☐no ☒ n/a\* * Automated decision making that produces legal or other significant impacts on individuals: ☐ yes ☐ no ☒ n/a\* * Processing via an AI tool available with the Product ☒ yes ☐ no * The AI feature is deactivated by default: ☐ yes ☒ no * The AI feature processes Personal Data: ☐ yes ☒ no * The AI feature processes sensitive Personal Data ☐ yes ☒ no * The Customer can control what data the AI tool processes: ☒ yes ☐ no \* (n/a = not applicable) \*\* (optional; depends on the Customer’s configuration of the system, the connection to other systems, and the categories chosen by the Customer to be collected from Third Party Users)   ### 2\. Details of Personal Data being processed Categories of Personal Data Categories of Data Subjects Purpose of Processing Categ ories of Data Recipi ents Needed for Core Features Processing Location Acquia Inc. acts as Processor None No N/A None No VWO’s servers hosted on Google Cloud Platform (GCP), VWO hosts data in multiple regions: US, EU, and India No ### 3\. Privacy Enhancements VWO has enhanced privacy by anonymizing personal data during session recordings and encrypting all data passing through its servers. Privacy settings can be configured to hide sensitive information, ensuring compliance with GDPR. Objective Technology / Measure VWO Data Residency VWO has implemented data centers in the following regions so as to ensure that the visitors' data doesn’t leave the respective borders: * EU data center - Situated in Belgium (europe-west1 of GCP), this data center caters to those who prefer to store and manage their end users’/visitors’ data within the EU. * India data center - Situated in Mumbai (asia-south1 of GCP), this data center caters to those who prefer to store and manage their end users’/visitors’ data within India. PCI DSS Compliant Use Accounts can be configured to be compliant with PCI DSS version 4.0.1. Privacy and Protection Compliance Settings [Settings](https://help.vwo.com/hc/en-us/articles/360035082493-VWO-Updates-for-Privacy-and-Protection-Compliance) ### 4\. Certifications [https://trust.vwo.com/](https://trust.vwo.com/) ### 5\. Data Subject Rights [https://trust.vwo.com/](https://trust.vwo.com/) ### 6\. (Personal) Data Retention Cycles The Data Retention period is subjective to the VWO plan that you have subscribed to. When the respective data retention period is crossed, your data is purged on a rolling window basis. Read the full policy at [https://help.vwo.com/hc/en-us/articles/360021317013-VWO-Data-Retention-Policy](https://help.vwo.com/hc/en-us/articles/360021317013-VWO-Data-Retention-Policy) ### 7\. Sub-Processing The specific list of Acquia’s sub-processors is available from: [www.acquia.com/about-us/legal/subprocessors](https://www.acquia.com/about-us/legal/subprocessors). Any current Acquia customer with a data processing agreement in place with Acquia may subscribe to receive notifications of new or changed sub-processors through the above website. ### 8\. Description of the technical and organisational security measures implemented by the data importer in accordance with Clauses 4(d) and 5(c) (or document/legislation attached) Data importer has implemented and will maintain appropriate administrative, physical, and technical safeguards for the protection of the security, confidentiality and integrity of Personal Data uploaded to the Services, as described in the Acquia Security Annex (available from https://www.acquia.com/about-us/legal/gdpr) applicable to the specific Services purchased by data exporter, as updated from time to time, and made available by data importer upon request. The data exporter is wholly responsible for implementing and maintaining security and data administration within any data exporter applications, configuration settings, or log settings used by data exporter in conjunction with the Services.