EU IP masking
Store only truncated IP addresses for visitors from the EU, EEA, UK and Switzerland, while geo, fraud and uniqueness checks still use the full address at click time.
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IP addresses are personal data under the GDPR, UK GDPR and the Swiss FADP. With EU IP masking a workspace stores visitors' IP addresses truncated when the visitor is located in one of those regions — data minimisation without losing geo targeting, fraud detection or unique-click counting.
Switch it on#
- Open Settings → Workspace (admins and owners).
- In the Privacy section switch on Store truncated IP addresses for visitors in the EU, EEA, UK and Switzerland.
- Click Save.
It applies to new clicks from that moment ("Applies to new clicks."). Existing clicks keep the address they were stored with until they expire after 13 months or are erased with a privacy request.
What is truncated#
Covered countries (by the visitor's IP location):
- EU-27: AT, BE, BG, HR, CY, CZ, DK, EE, FI, FR, DE, GR, HU, IE, IT, LV, LT, LU, MT, NL, PL, PT, RO, SK, SI, ES, SE
- EEA: IS, LI, NO
- United Kingdom: GB
- Switzerland: CH
Visitors whose country cannot be determined are not masked.
What still uses the full address#
The edge looks at the full address before it is truncated, at click time and in memory only:
- country, region, city and network (ASN/ISP) lookup, so targeting and reports keep full accuracy;
- bot, datacenter and proxy flags;
- the unique-click key (a keyed hash of IP and user agent), so unique clicks and repeat-click detection are unchanged.
The redirect is never affected: masking only changes what is written to the click log.
Where masking applies#
Pixel and JavaScript conversions record the visitor's browser address as the conversion IP, unmasked. Server-to-server postbacks record the advertiser server's address instead, so prefer them when this matters, and use privacy requests for individual erasures.
Effects you may notice#
- The click log and click details show addresses ending in
.0(IPv4) for European visitors. - Privacy requests by IP address must use the truncated form for masked clicks; searching the full address will not find them.
Who decides#
The setting belongs to the workspace — you are the controller of your campaign data. The platform's Data Processing Addendum and Privacy Policy describe the processing; data-subject requests are handled by the platform operator (see Privacy requests).