In adherence to GDPR compliance, Freshmarketer provides an option to enable/disable

IP Anonymization at the user end to mask IP address of their visitors


To enable IP anonymization, 

  1. Go to Admin Settings and scroll down to CRO Settings.
  2. Click IP Settings. This opens the page where you can configure your IP settings for marketing emails.
  3. Click the  .
    1. Give your filter a name and add the IP Address.
      If you want to exclude an IP range, you can use regular expressions. To generate regular expressions you can make use of this really 
      simple tool. Insert the regular expression and click on 


  4. Click  button. This creates the filter. All visitors from this IP will no longer be tracked or included in your experiments

IP anonymization can be enabled by navigating to https://app.freshmarketer.com => Project settings => IP Settings => Enable IP Anonymization



Once it is enabled Freshmarketer will anonymize IP address at the organization level


  • For IPv4 addresses, the last octet of the IP address will be changed to X. 

  • For IPv6 addresses, the last 80 bits of 128 bits are set as X  
  • Only after the anonymization of IP addresses, it will be stored on the server. 

  • Existing IP addresses stored in the database will not be anonymized since data is already collected

  • New IP addresses will be anonymized and stored. 


Points to Remember:


  • Freshmarketer can find the geolocation from the anonymized IP address

  • Freshmarketer can process the anonymized IP address and determine the geo-location from the masked IP address. 

  • IP addresses stored for the existing visitors will not be masked as it is already captured 

  • Anonymization of IP address will be applied only to the new visitors and returning visitors. 

  • If the relational operator is given as “Equals”- Exact IP address may not work if the visitor has returned with a different IP address. 

  • A notification message will be displayed requesting users to use “Contains” relational operator.