What is the _lo_v cookie?
_lo_v is a cookie placed by Lucky Orange, a behavioral analytics service that provides heatmaps, session recordings, and on-site surveys. The cookie appears in the browser as soon as the Lucky Orange script loads on a page, regardless of whether the visitor actively interacts with the site.
It is set by Lucky Orange's JavaScript code, added directly by the site owner or through a tag manager. It is not a native cookie of the site's platform, but one belonging to the third-party provider Lucky Orange.
What data it stores
_lo_v stores an identifier used by Lucky Orange to recognize the visitor and associate browsing sessions with the same user over time. The exact value format is not publicly documented and may vary; assumptions about its structure should be avoided.
Data collected through this identifier is sent to Lucky Orange's servers, where it is used to reconstruct browsing behavior (mouse movements, clicks, scrolling) within the analytics tools provided to the site.
What it is used for
For Lucky Orange, the cookie makes it possible to group visits from the same user over time, enabling analysis of behavior patterns across multiple sessions. For the site owner, this results in more accurate heatmaps, coherent session recordings, and insights into returning-visitor engagement.
In practice, it helps site owners understand how users interact with pages, which can inform UX or conversion optimization decisions.
Does it require consent?
_lo_v is classified as a statistics (analytics) cookie, as it is not strictly necessary for the site to function. Under the GDPR (Regulation 2016/679) and the ePrivacy Directive 2002/58/EC, placing this cookie requires the visitor's prior consent.
Site owners must disclose it in their cookie policy with the correct category, provider (Lucky Orange), and duration, and ensure the Lucky Orange script does not run before consent is obtained.
How to block or delete _lo_v
A visitor can delete or block _lo_v through browser cookie settings (per-site cookie management) or by using privacy extensions that block third-party analytics scripts.
At the site level, the owner must ensure the Lucky Orange script does not execute before consent. A consent management platform (CMP) like CookieFix can automatically block the Lucky Orange script from loading until the visitor agrees to the statistics category.
Frequently asked questions
It is a cookie set by Lucky Orange, a behavioral analytics tool, used to recognize visitors and link their browsing sessions.
Yes, as a statistics cookie, it requires prior consent under GDPR and applicable ePrivacy legislation.
Its typical duration is 1 year, after which it expires automatically from the browser.
You can use a consent management platform that automatically blocks the Lucky Orange script until the visitor consents to the statistics category.