What is the _hjFirstSeen cookie?
_hjFirstSeen is an HTTP cookie placed by the Hotjar tracking script, a service owned by Contentsquare (formerly Hotjar Ltd.) used for analyzing visitor behavior on websites: heatmaps, session recordings, and on-site surveys.
The cookie appears as soon as the Hotjar script runs on a page, typically on the visitor's first page load, if the site has the Hotjar tracking code installed.
What data it stores
_hjFirstSeen stores a boolean value (true/false) indicating whether the current visitor is identified as being on their first visit within that browsing session. It does not contain directly identifying data such as a name or email address.
The exact value format may vary depending on the Hotjar script version. Data collected by the Hotjar script (including information associated with this cookie) is sent to Hotjar/Contentsquare servers for processing and statistical aggregation.
What it is used for
From Hotjar's perspective, this cookie helps distinguish between new and returning visitors within the same session, information used to build accurate statistics about user behavior (for example, how many sessions come from new visitors).
For the site owner, this information feeds into Hotjar reports on visitor engagement, used to understand page interaction and optimize content or site structure.
Does it require consent?
_hjFirstSeen is classified as a statistics (analytics) cookie, not one strictly necessary for the site to function. Under the ePrivacy Directive (transposed in Romania via Law 506/2004) and GDPR, placing it requires the visitor's prior consent, obtained through a cookie banner.
- The site owner must declare this cookie in the cookie policy, under the statistics category.
- The Hotjar script must not load before the visitor gives explicit consent for the statistics category.
- Declining consent must effectively prevent this cookie from being set, not just hide the banner.
How to block or delete _hjFirstSeen
A visitor can manually delete or block this cookie from browser settings (Chrome, Firefox, Edge, Safari), in the per-site cookie management section, or use browser extensions that block tracking scripts.
For site owners, the correct approach is blocking the Hotjar script at the site level before consent is given. A CMP such as CookieFix can automatically block the Hotjar script from loading until the visitor explicitly accepts the statistics category, preventing this cookie from being set without authorization.
Frequently asked questions
No, it's a standard analytics cookie used for behavioral statistics and does not contain directly identifying data such as a name or email address.
It's a session cookie, meaning it expires automatically when the visitor closes their browser.
Yes, as a statistics cookie it requires the visitor's prior consent under the ePrivacy Directive and GDPR.
The Hotjar script, including this cookie, should not load at all if the visitor declines the statistics category, and a properly configured CMP prevents this automatically.