"Progressive exhibits a high-risk privacy profile comparable to Google/Microsoft (score: 76/100). The company collects extensive personal and sensitive data across 30+ data points including location, financial identifiers, and device fingerprints, then shares this information with 15+ advertising and analytics vendors plus numerous third-party insurers without apparent pre-sharing consent. Most critically, Progressive stores tracking cookies for 35 years and deploys comprehensive cross-site behavioral tracking (clicks, scrolls, hovers, social media pixels) with limited opt-out mechanisms available only to California residents."
progressive Privacy Concerns & Scorecard
Progressive shares data with 15+ third-party analytics, advertising, and tracking vendors (Google Analytics, DoubleClick, Monetate, Neustar, Quantum Metric, Akamai, Boomerang) plus extensive sharing with affiliated and non-affiliated insurers across 30+ product lines. No explicit consent mechanism visible before data transmission to these parties.
Progressive deploys comprehensive cross-site tracking including Google Ads conversion pixels (AW-1015129364), DoubleClick remarketing, Monetate behavioral tracking with event-level data collection, social media tracking (Facebook, Instagram, YouTube, TikTok, X), and detailed interaction tracking (clicks, hovers, scrolls, focus events). No opt-out mechanism visible for advertising tracking.
Progressive retains tracking tokens (DVCTOKEN cookies) for 35 years, far exceeding typical business necessity. Neustar segments persist for 30 days in cookies. Most other data retention periods are not specified in the policy, creating indefinite retention risk.
Progressive collects extensive personal and sensitive data including location (postal code, state code, country code), financial information (zip code for underwriting), device information (device type, OS, browser), behavioral data (browsing patterns, visit counts, referral URLs), and biometric-adjacent data through device fingerprinting via visitor IDs and IP addresses.
Opt-out options are limited and fragmented. California residents have access to 'Do Not Sell or Share My Personal Information' and state-specific privacy policies, but no clear universal opt-out mechanism is visible. Tracking begins immediately on page load before user interaction or consent.
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Data Collection & Tracking
Personal Information Collected
Account creation, policy management, contact, insurance underwriting, and agent tracking
Insurance underwriting, rate calculation, geographic risk assessment, location-based targeting
Website functionality, analytics, user experience optimization, fraud detection
Analytics, user experience personalization, advertising targeting, conversion tracking
User journey tracking, personalization, analytics, audience segmentation
Cross-platform advertising, audience building, remarketing, behavioral analysis
Cross-Platform Tracking
Progressive tracks you across the internet using Google Analytics, DoubleClick remarketing pixels, and Monetate behavioral tracking, meaning your Progressive browsing activity is linked to your activity on other websites you visit. Social media tracking pixels (Facebook, Instagram, YouTube, TikTok, X) enable Progressive to track you on those platforms and show you targeted ads based on your insurance browsing behavior.
Tracking Methods:
Google Analytics & Google Tag Manager
Server-side and client-side event tracking that records user interactions (page views, clicks, form submissions) and sends this data to Google's servers for analysis and targeting
DoubleClick Tracking Pixels
Google's remarketing pixel (conversion ID: multiple IDs) that tracks Progressive website visitors and enables ads to follow them across the internet
Monetate Event Tracking
On-site behavioral tracking using data-monetate-event attributes to record fine-grained user interactions (clicks, hovers, scrolls, form field focus) for personalization and conversion tracking
Neustar Audience Segmentation
Third-party audience data appended to Progressive users via fid.agkn.com domain, creating segmented profiles used for targeting and sold to advertisers
Social Media Tracking Pixels
Facebook, Instagram, YouTube, TikTok, and X tracking pixels embedded on Progressive website to identify users and enable cross-platform remarketing
Device Fingerprinting (Visitor ID)
Unique visitor identifiers created from device characteristics (browser, OS, IP, screen resolution) enabling tracking even when cookies are blocked or deleted
Long-Term Tracking Cookies (DVCTOKEN)
Persistent cookies set to expire after 35 years, storing user identifiers and tracking data for long-term user profiling
Quantum Metric Real User Monitoring
Session recording and behavior analytics that captures detailed user interactions, form entries, and navigation patterns for analytics and UX optimization
Boomerang Performance Monitoring
Real user monitoring script (go-mpulse.net) that tracks page load times, navigation timing, and user behavior to measure site performance and user experience
AI & Data Training
progressive does not train AI on your content
Based on their public policy, your content is not used to train AI models.
How to Object
No opt-out available
This service does not currently provide a public way to opt out of AI training.
Why We Analyzed progressive
TrueTerms automatically audits privacy policies and data practices using advanced machine learning to keep you informed and protected. This scorecard is based on the latest available public terms of service and privacy policies as of 2026.