What is the __hs_do_not_track cookie?
__hs_do_not_track is an HTTP cookie set by HubSpot's tracking scripts (for example HubSpot Analytics or the HubSpot tracking code included on sites using CMS Hub, Marketing Hub, or other HubSpot products).
It appears when a visitor explicitly chooses to disable HubSpot tracking on a site — typically through an option in a HubSpot-related widget, or as a result of a Do Not Track browser signal detected by the HubSpot script. In effect, this cookie is the opposite of a typical tracking cookie: its job is to block other HubSpot cookies rather than collect behavioral data.
What data it stores
The cookie stores a simple flag indicating to the HubSpot script that tracking should be disabled for that visitor. It does not contain personally identifiable data, session IDs, or behavioral information.
The exact value format is not publicly documented by HubSpot as fixed, and may vary by script version. Since it's used locally by the HubSpot tracking code to decide whether to send data, it does not itself transmit additional information to HubSpot servers as long as tracking remains disabled.
What it is used for
The cookie's purpose is purely functional: it allows HubSpot scripts on the site to honor the visitor's choice not to be tracked, preventing other HubSpot analytics or marketing cookies (such as hubspotutk) from being set.
For site administrators, this cookie helps respect user preferences automatically, without extra manual intervention, integrating directly with the internal logic of HubSpot's scripts.
Does it require consent?
In CookieFix's classification, __hs_do_not_track falls under necessary (strictly necessary), since its role is to block other tracking processes rather than collect data for marketing or statistics. Strictly necessary cookies do not require prior consent under Romania's Law 506/2004 (transposing the ePrivacy Directive) and the GDPR, but they still must be disclosed in the site's cookie policy along with their purpose and duration.
- Site administrators should list this cookie in their cookie policy under the “strictly necessary” category.
- No separate consent toggle is needed for it, but transparency toward visitors remains a requirement.
How to block or delete __hs_do_not_track
A visitor can delete or block this cookie through browser settings (Chrome, Firefox, Edge, Safari — per-site cookie management). Deleting it does not re-enable HubSpot tracking; it typically just removes the locally stored opt-out signal.
For site owners who want all HubSpot scripts (including the one that sets this cookie) to stay inactive until consent is given, a consent management platform (CMP) such as CookieFix automatically blocks third-party scripts, including HubSpot's code, until the visitor makes a choice in the banner.
Frequently asked questions
No, its role is the opposite: it only stores the preference not to be tracked and doesn't hold behavioral data or session identifiers.
No, it's classified as strictly necessary since it supports a function that protects visitor preferences rather than tracking for marketing or analytics purposes.
The typical reported duration is 13 months, similar to other HubSpot cookies, though it may vary depending on the script version.
The locally saved opt-out preference is lost, and the HubSpot script may resume normal tracking evaluation on the next visit, depending on site settings.