Overview of TrustedForm

TrustedForm

Learning Objectives

• Understand what TrustedForm is and the key components it captures.
• Learn how TrustedForm integrates into lead generation workflows and digital marketing processes.
• Be able to explain how TrustedForm supports regulatory compliance and protects against lead fraud.

Overview

TrustedForm is ActiveProspect’s solution for capturing, certifying, and retaining a complete, tamper‐proof record of consumer interactions on lead generation pages. It generates a unique certificate that documents elements such as the page’s source code, user events (clicks, keystrokes, mouse movements), metadata (IP address, browser type, geolocation), and a session replay of the consumer’s experience.

ActiveProspect does not own any data or use client data for any purpose other than to provide the client with the service for which they are paying. For more information, please see AP’s Privacy Policy and Terms of Service.

Why It Matters:
TrustedForm helps businesses meet regulatory requirements (such as TCPA and CASL) by providing verifiable proof of consumer consent. It protects companies from litigation, enhances brand reputation through auditability, and ensures that the recorded user interaction is accurate and compliant.

Practical Examples

Example 1:
A financial services company embeds TrustedForm on its online application page. When a user submits a form, TrustedForm captures the entire page source along with user interactions like mouse clicks and typing, generating a unique certificate URL. This certificate is later retained as evidence that the consumer saw and consented to the privacy and terms disclosures.

Example 2:
A healthcare marketing campaign uses TrustedForm to record explicit consent. As a visitor fills out their contact information, TrustedForm logs the session data including keystrokes and the page’s metadata. The resulting certificate confirms that the consumer viewed clear consent language before submission.

Implications & Applications

Key Takeaways:

• TrustedForm provides an independently verifiable record of user consent with detailed session metadata.
• It supports regulatory compliance requirements and reduces legal risks in lead generation processes.
• The system offers enhanced security through fingerprinting and even supports masked certificates to protect sensitive source information.

Practical Applications

• Compliance and Legal Protection: Retain certificates as evidence during audits or lawsuits to prove that explicit consent was obtained.
• Audit and Lead Quality Control: Regularly review the retained certificates to ensure all required consent markers were captured, and use lead fingerprinting to verify submitted contact data.
• System Integration: Seamlessly integrate TrustedForm with CRMs, marketing automation tools, and lead distribution platforms (e.g., LeadConduit) to automatically store and validate certificate data.
• Real-Time Lead Verification: Use TrustedForm’s API operations (such as Retain, Verify, and Insights) to evaluate incoming leads on attributes like user behavior, page scan results, and fingerprint matching before final acceptance.

Frequently Asked Questions (FAQ)

Q: What exactly is a TrustedForm certificate?
A: It is a secure, immutable record generated when a consumer interacts with a lead generation page. It includes details like the page source, event log, metadata, and a unique certificate URL that serves as proof of consent.

Q: How does TrustedForm help with regulatory compliance?
A: By capturing an indisputable record of the consent process—including the exact consent language shown and consumer actions—TrustedForm supports compliance with regulations such as the TCPA and CASL, providing valid documentation in case of disputes.

Q: Can TrustedForm be integrated with my existing lead forms and platforms?
A: Yes. TrustedForm is designed to work with a wide range of platforms, including custom web pages and content management systems like WordPress. Its JavaScript snippet can easily be embedded to capture the necessary data.

Q: What is lead fingerprinting and why is it important?
A: Lead fingerprinting is the process of converting key personal data (like phone numbers and email addresses) into secure SHA1 hashes. This ensures that the information captured by TrustedForm matches the data submitted with the lead, helping to detect discrepancies and prevent fraud.

Q: What are masked certificates and when should they be used?
A: A masked TrustedForm certificate conceals sensitive source details (such as the originating URL) while preserving the consumer interaction data. Masked certificates are useful for maintaining privacy when sharing certificate data with lead buyers or for protecting proprietary information.

Q: Does integrating TrustedForm affect website performance?
A: No. The TrustedForm script is built to run asynchronously and is highly optimized, ensuring minimal impact on page load times or user experience.

Glossary