Supplier terms for secondary use of customer data

Variable-length horizontal waffle bars showing explicit permitted and prohibited supplier positions for four secondary uses of customer data. The shared scale runs to 182 tools, and shorter bars show fewer tools with an explicit position. — Tools whose terms gave no clear answer are not included in the bars.

The data behind this chart

Topic	Use permitted	Use permitted examples	Use prohibited	Use prohibited examples	Explicit positions	Share of 361 with an explicit position	No explicit position
Improving the supplier’s product	175	Google Analytics, Cloudflare, HubSpot	7	Cookiebot, Cybot, Plausible	182	50.4%	179
Advertising or profiling customers	97	Google Analytics, Linkedin Insight Tag, Facebook Pixel	23	Cloudflare, Cookiebot, Hotjar	120	33.2%	241
Training machine-learning models	53	HubSpot, Microsoft Clarity, Vercel	15	Netlify, Craft CMS, Qualified	68	18.8%	293
Comparing performance across customers	32	HubSpot, Hotjar, Usercentrics	3	Wix, Netlify, DatoCMS	35	9.7%	326

Cite this figure

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Plain text

Convex Works (2026). Supplier terms for secondary use of customer data. European software data study. https://convex.works/research/b2b-eu-data-systems/figures/supplier-terms

BibTeX

@misc{convexworks2026supplierterms,
  author       = {{Convex Works}},
  title        = {Supplier terms for secondary use of customer data},
  howpublished = {European software data study},
  year         = {2026},
  url          = {https://convex.works/research/b2b-eu-data-systems/figures/supplier-terms}
}

Image file

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