Most websites don’t operate on their own. Behind the scenes, your site is likely relying on a long list of third-party services: analytics tools, ad platforms, embedded content, chat widgets, payment processors, and more.
The challenge? Even a single third-party tool can introduce tracking, data sharing, or cross-border data transfers that create privacy risks if they aren’t properly disclosed or managed.
In this article, I break down the most common third-party services used on websites and the privacy risks associated with each one.
You’ll see how tools like analytics, advertising platforms, embeds, and infrastructure services can affect data collection and sharing, and why they’re an essential part of a website’s overall privacy picture.
What Are Third-Party Services on Websites?
The concept of a “third party” varies across privacy laws. Under the GDPR, many websites operate as data processors acting on behalf of the website owner.
Under privacy laws like the California Consumer Privacy Act (CCPA), website tools may fall into different legal categories, depending on how they process personal information.
A service provider is an entity that processes personal information on behalf of a business pursuant to a written contract with specific restrictions. A third party is an entity that receives personal information for its own commercial purposes.
These distinctions matter because they trigger different disclosure of obligations and user rights.
These services are commonly added to websites through scripts, plugins, tags, APIs, or embedded content. They’re used for the following functions:
- Web hosting
- Analytics and performance tracking
- Advertising
- Customer support
- Payment processing
- Email marketing
- Website optimization
Because external providers operate third-party services, they may collect or process user data either on behalf of the website owner or in some cases, for their own purposes, depending on the service configuration, contractual terms, and applicable law once they’re active on a site.
Many of these services may load automatically when someone visits your site.
Depending on how they are configured, they can collect technical data, online identifiers, or behavioral information, sometimes without clear visibility for website owners into what data is collected, for what purpose, or where it is transferred.
This makes them an important part of a website’s overall data ecosystem and a key factor when evaluating privacy risks and transparency obligations.
Why Third-Party Services Create Privacy Risks
Third-party services can introduce privacy risks because they often collect or process user data outside of a website owner’s direct control.
Once a third-party script, plugin, or embed is active, it may collect information such as:
… sometimes before a user is fully aware it’s happening.
When these services aren’t properly disclosed, businesses can run afoul of privacy laws.
General Data Protection Regulation (GDPR)
The GDPR requires businesses to have a lawful basis for processing personal data under Article 6, which includes:
- Consent
- Contractual necessity
- Legal obligation
- Vital interests
- Public task
- Legitimate interests
When third-party services involve data processors, businesses must also conclude with the latter a Data Processing Agreement (DPA), which meets the requirements of Article 28.
Under Article 13 and 14, businesses must clearly inform users about third-party data collection and, where this is the case, also obtain valid consent before using non-essential cookies or similar tracking technologies , such as those used for:
- Analytics,
- Advertising, or
- Personalization
Unless a narrow exemption applies under applicable guidance.
In practice, many analytics, advertising, and personalization tools require a valid consent in the EU.
It is also important to note that when third-party services transfer personal data outside the EU/EEA or UK, additional safeguards are required under GDPR’s Chapter V.
Following the Schrems II decision, businesses must first perform a Transfer Impact Assessment (TIA) to evaluate whether the data protection in the destination country is essentially equivalent to EU standards.
The TIA will reveal whether supplementary measures may be needed in addition to the common Standard Contractual Clauses, which are a safeguard for international transfers.
ePrivacy Directive (EU Cookie Law)
The ePrivacy Directive mandates user consent before storing or accessing information on their device, which includes many third-party cookies and tracking technologies.
This requirement works alongside the GDPR consent requirements mentioned above.
California Consumer Privacy Act (CCPA)
The CCPA requires businesses to disclose the categories of third parties with whom personal information is sold or shared, the purpose of such disclosures, and provide required opt-out rights where applicable and explain how that data is used.
Businesses should also be able to distinguish between “sale” (disclosure for monetary or other valuable consideration) and “sharing” (disclosure for cross-context behavioral advertising). Both of the foregoing triggers the right to opt-out.
Many of the advertising or analytics tools may constitute a “sale” or “sharing” under these broad definitions, and is why a “Do Not Sell or Share My Personal Information” link is necessary.
Other U.S. state privacy laws
Laws such as the Virginia Consumer Data Protection Act (VCDPA) and the Colorado Privacy Act (CPA) require clear notice of third-party data sharing and defined processing purposes.
Beyond disclosure requirements, third-party services can also trigger issues related to international data transfers, data retention, and vendor accountability, especially when multiple tools are layered onto a single website.
Without proper visibility and documentation, even commonly used services can increase legal and operational risk.
The Most Common Third-Party Services on Websites
Today, websites rely on a wide range of third-party services to operate efficiently, measure performance, and engage users.
While these tools often provide meaningful business value, each type has its own privacy considerations, depending on how data is collected, shared, and processed.
1. Analytics & Performance Tracking
Analytics and performance-tracking tools help website owners understand how visitors find and use their sites.
They’re commonly used to measure traffic volumes, page views, user journeys, conversion rates, and overall site performance. These insights can inform design decisions, content strategy, and marketing efforts.
Common providers include:
Because these tools often rely on cookies or similar tracking technologies and may collect identifiers like IP addresses or device data, they typically require clear disclosure and, in some regions, user consent.
Depending on the provider and configuration, analytics tools may act as processors or independent controllers.
Where data is transferred outside the EU, website owners must also assess international transfer mechanisms, such as any available adequacy decisions issued by the European Commission or appropriate safeguards (e.g. Standard Contractual Clauses).
2. Advertising & Retargeting Networks
Advertising and retargeting networks allow businesses to promote products or services, track campaign performance, and reach users across different platforms.
These tools are used to show personalized ads based on browsing behavior or previous interactions.
Common providers include:
Due to their reliance on behavioral tracking, profiling, and data sharing across advertising ecosystems, these services are often subject to stricter consent and opt-out requirements.
3. Social Media Plugins & Embeds
Social media plugins and embedded content let websites display videos, posts, comment feeds, or sharing buttons directly on a page.
These features can boost engagement and make content more interactive for visitors.
Common providers include:
Even when users don’t click or interact with embedded content, these tools may still load third-party scripts that collect data automatically, which can raise transparency concerns or privacy risks because:
- Data is transferred before any user interaction; or
- Users may not be aware that their data is being collected or processed by third parties.
In some cases, courts and regulators have found joint controllership between website operators and social media platforms for the initial collection of data through embedded content.
4. Customer Support & Chat Tools
Customer support and chat tools allow businesses to communicate with visitors in real time, answer questions, and provide assistance throughout the customer journey.
They’re often used on sales pages, checkout screens, and support portals.
Common providers include:
Because these tools may collect personal details and store conversation histories, businesses should clearly explain how chat data is used, stored, and shared.
5. Payment & Checkout Services
Payment and checkout services support online transactions by processing payments, detecting fraud, and managing billing workflows.
These tools are essential for ecommerce sites and subscription-based businesses.
Common providers include:
Since these services handle sensitive financial and identity information, transparency around data handling and third-party involvement is especially important.
Email Marketing & CRM Tools
Email marketing and Customer Relationship Management (CRM) tools help businesses manage contact lists, send marketing campaigns, track engagement, and organize customer relationships over time.
These platforms often integrate with websites, ecommerce tools, and analytics services.
Common providers include:
Because these tools often combine data from multiple sources, they can introduce privacy risks related to consent, profiling, and long-term data retention, such as:
- Under GDPR, marketing communications generally require prior consent (opt-in), with limited exceptions for existing customer relationships (soft opt-in);
- Under CAN-SPAM (U.S.), commercial emails require opt-out mechanisms and accurate sender identification;
- Profiling and segmentation may trigger Article 22 automated decision-making protections or DPIA requirements;
- These platforms aggregate data from multiple sources (website forms, purchase history, third-party integrations), requiring transparency about all data sources
- Data subject rights (access, deletion, portability, objection) must be implemented, including the ability to export or delete subscriber data.
7. Hosting, CDN & Infrastructure Providers
Hosting, CDN, and infrastructure providers form the technical backbone of a website. They support site availability, performance, security, and content delivery across different regions.
Common providers include:
Although these services operate largely at an infrastructure level, they may routinely process personal data such as IP addresses or server logs, which can trigger disclosure and data transfer considerations.
8. UX, A/B Testing & Personalization Tools
UX testing and personalization tools help websites experiment with layouts, content, and features to improve user experience and conversion rates.
They’re often used to compare different page versions or tailor content to specific audiences.
Common providers include:
Because these tools may track detailed user interactions, such as clicks, scrolls, or session activity, they often require careful consideration around consent and disclosure.
How to Manage Third-Party Privacy Risks on Your Website
Using third-party services is often unavoidable, but unmanaged tools can quickly increase privacy risk.
The key is understanding what’s running on your site, what data those services collect, and how that data is disclosed and controlled.
Below are several steps website owners can take to better manage third-party privacy risks.
Audit the Third-Party Services on Your Site
Start by identifying all third-party services active on your website, including analytics tools, ad networks, embedded media, chat widgets, and payment processors.
Some services are easy to spot, while others run in the background through scripts or plugins added over time.
Tools like Termly’s Cookie Scanner can help by identifying the cookies and tracking technologies set on your site.
This can be especially useful for surfacing cookies you may not realize are running, prompting a closer review of the third-party tools or integrations responsible for them.
Understand What Data Each Service Collects
Not all third-party tools collect the same types of data.
Some may process only technical information, such as IP addresses, while others collect behavioral data, preferences, or interaction details.
Reviewing each provider’s documentation can help clarify what personal data is collected, how it’s used, and whether it’s shared further.
Clearly Disclose Third-Party Services in Your Policies
Privacy laws commonly require businesses to explain how they collect and share personal data.
Your privacy policy should clearly disclose the categories of third-party service providers used on your website and describe their purposes.
Using a tool like Termly’s Privacy Policy Generator can help ensure these disclosures are clearly documented and easier to update as third-party services change over time.
Collect and Respect User Consent Where Required
Certain third-party services, particularly those used for analytics, advertising, and personalization, may require user consent before they’re activated.
Managing when these tools load based on user choices helps align data collection with applicable privacy laws and user expectations.
Review Vendor Agreements and Data Practices
Third-party providers often have their own unique data handling terms, retention periods, and security practices.
Reviewing vendor agreements can help clarify responsibilities, especially when services process personal data on your behalf or operate across multiple jurisdictions.
More about the author
Written by Hanna De La Garza
Hanna De La Garza is a Content Creator at Termly with a Bachelor’s Degree in Journalism from the University of Florida. She creates engaging resources on data privacy, consent management, regulatory updates, and more.
More about the author
Reviewed by Teodor Stanciu, CIPP/E, CIPM Legal Coordinator & DPO
