Personally Identifiable Information – Update 7.3.9

So, I’m going to preface this notice with something from Google’s policy.

“To protect user privacy, Google policies mandate that no data be passed to Google that Google could use or recognize as personally identifiable information (PII). PII includes, but is not limited to, information such as email addresses, personal mobile numbers, and social security numbers.”

You can read the full policy at

In order to conform with this policy, FormLift a couple updates back introduced a system to remove PII utm variable from the search query string and place them in a much more secure session variable that persists for the duration of a contact’s visit.

However some users have expressed concern that this eliminates other functionality that they need for tracking purposes among other things.

Thus in the admin settings panel, there is now an option to disable the removal of PII variables from the query string, or filter out certain variables so they are not removed while others are.

PII information is recognized by formlift as any utm variable containing “inf_field”, “inf_custom”, “inf_other”, “contactId”

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