--- title: "FAQ: Persona Insights" description: Find an answer to the Frequently Asked Questions on Persona Insights --- [Skip to content](https://help.leadinfo.com/en/faq-persona-insights-0#main-content) - [English](https://help.leadinfo.com/en/faq-persona-insights-0) - [Dutch](https://help.leadinfo.com/nl/faq-persona-insights-0) - [German](https://help.leadinfo.com/de/faq-persona-insights-0) English Show submenu for translations [![Leadinfo\_logo\_RGB\_Witte\_tekst-3.png\]](https://help.leadinfo.com/hs-fs/hubfs/Leadinfo_logo_RGB_Witte_tekst-3.png?width=135&height=28&name=Leadinfo_logo_RGB_Witte_tekst-3.png)](https://help.leadinfo.com/?hsLang=en) Open main navigation Close main navigation - - [English](https://help.leadinfo.com/en/faq-persona-insights-0) - [Dutch](https://help.leadinfo.com/nl/faq-persona-insights-0) - [German](https://help.leadinfo.com/de/faq-persona-insights-0) English Show submenu for translations Hi 👋 How can we help? - There are no suggestions because the search field is empty. 1. [Help Centre](https://help.leadinfo.com/en?hsLang=en) 2. [FAQ](https://help.leadinfo.com/en/faq?hsLang=en) 3. [Persona Insights](https://help.leadinfo.com/en/faq?hsLang=en#persona-insights) # FAQ: Persona Insights ## Find an answer to the Frequently Asked Questions on Persona Insights #### **Data collection** #### Can I delete or anonymize data? > It is not possible to delete individual form submissions or Persona Insights-enriched sessions. By activating the feature User Tracking, the data will be automatically personalised when possible. #### How is activity displayed in Insights? > Recognized visitors are labeled with their name and role in the Activity tab, replacing “Anonymous visitor.” This provides customers with clear insight into which individuals from a company are engaging. #### Can Persona Insights create new contacts in the database? > No. Persona Insights only links sessions to existing contacts and enriches session data; it does not create new contacts. #### How does email link tracking work and what identifiers are used in the URL? > When a visitor clicks a link or button in a tracked email (e.g., via Mailtrack), the URL may include identifiers such as the visitor’s first name, last name, and email address. Persona Insights uses this information to attempt to match the visitor to a contact in the customer’s database. A person-level match is only created if the email exists in the contact database; otherwise, the session remains anonymous. #### I just activated Persona Insights, but don't see anything in my inbox? > This is correct. As soon as you've activated Persona insights the system is able to show suggested persona's for the future visits on your website. This does not work retroactively. Also, to use Persona Insights as effectively as possible, make sure you activate [Form Tracking](https://help.leadinfo.com/en/form-tracking?hsLang=en) and use the [HubSpot Contact Recognition](https://help.leadinfo.com/en/hubspot-contact-recognition?hsLang=en) (if HubSpot is used as CRM). #### **GDPR Compliance** #### Does Leadinfo store or only process the data on our behalf? > Leadinfo acts as a data processor. The data remains under customer control and is not used for other customers or Leadinfo’s internal database. #### Can I rely on legitimate interest for B2B marketing under GDPR? > Leadinfo itself does not provide legal guidance. In general, for B2B marketing activities, companies sometimes rely on legitimate interest as a legal basis under GDPR. Customers must carefully evaluate this with their legal team, considering factors such as whether the contact is a professional/business contact and whether the tracking is proportionate to the business purpose. MailTrack URLs and other tracking features should only be used if the customer determines that a lawful basis, such as legitimate interest or consent, is in place. #### How can I reflect Persona Insights in my privacy policy? > You should clearly explain that email addresses submitted via forms may be matched to existing contacts and used to personalize session tracking.  An example of a Privacy Statement can be found below.  > >  *When you interact with our communications or features; for example by submitting a form, opening our emails, or engaging with our content we may process personal data such as your name, email address, and interaction data. This information is used to optimize our communication and tailor our services to your needs.* #### Is there a DPA that covers Persona Insights? > Yes. In your Leadinfo portal settings, under "Legal", you can download the DPA that covers Persona Insights. - [Installing Leadinfo](https://help.leadinfo.com/en/installing-leadinfo?hsLang=en#main-content) - [Starting your trial period at Leadinfo](https://help.leadinfo.com/en/installing-leadinfo?hsLang=en#starting-your-trial-period-at-leadinfo) - [Add Leadinfo to your privacy statement](https://help.leadinfo.com/en/installing-leadinfo?hsLang=en#add-leadinfo-to-your-privacy-statement) - [Leadinfo Tracking Code](https://help.leadinfo.com/en/installing-leadinfo?hsLang=en#leadinfo-tracking-code) - [Ways to install Leadinfo](https://help.leadinfo.com/en/installing-leadinfo?hsLang=en#ways-to-install-leadinfo) - [Starting with Leadinfo](https://help.leadinfo.com/en/starting-with-leadinfo?hsLang=en#main-content) - [Step 1: Give your colleagues access](https://help.leadinfo.com/en/starting-with-leadinfo?hsLang=en#step-1-give-your-colleagues-access) - [Step 2: Organize your inbox](https://help.leadinfo.com/en/starting-with-leadinfo?hsLang=en#step-2-organize-your-inbox) - 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