FunnelAnalytics – Privacy Policy

Last updated: 11/26/2025

Firebrain, LLC ("FunnelAnalytics," "we," "us," or "our") operates the web analytics platform available at https://funnelanalytics.co (the "Service").

This Privacy Policy explains:

1. What information we collect when you use our website and Service
2. How we use, store, and protect that information
3. Your rights and choices

There are two separate situations:

A. When you (or your company) sign up for FunnelAnalytics and use our dashboard

B. When a visitor lands on a website that has installed the FunnelAnalytics tracking script

A. Visitors to funnelanalytics.co and Registered Users (Account Holders)

1. Information We Collect

• Account data: name, email address, company name, billing information, and password
• Usage data: IP address, browser type, pages viewed on our website, time spent, and referring URLs
• Communication data: contents of support tickets, emails, or surveys you send us
• Payment data: processed securely by our PCI-compliant payment processors (Stripe, Paddle, etc.); we do not store full credit card numbers

2. How We Use This Information

• To create and maintain your account
• To provide and improve the Service
• To bill you and prevent fraud
• To communicate with you (product updates, security alerts, support)
• For marketing (you can opt out at any time)

3. Legal Bases (GDPR)

Performance of contract, legitimate interests (fraud prevention, analytics improvement, direct marketing), and consent (where we ask explicitly).

4. Sharing

We share this data only with:

• Service providers (hosting, email, payment processors, customer support tools) bound by contracts
• Legal authorities when required by law
• In the event of a merger, acquisition, or sale of assets

5. International Transfers

Data is primarily processed in the United States. We use Standard Contractual Clauses (SCCs) and other approved mechanisms for transfers from the EU/UK/Switzerland.

B. End Users – Visitors of Websites That Use FunnelAnalytics

When a website owner installs our tracking script on their ecommerce store, we collect data on their behalf. In this scenario:

• The website owner (our customer) is the Data Controller
• FunnelAnalytics (Firebrain, LLC) acts as the Data Processor / Service Provider

1. Information Collected from Website Visitors

We collect the following on behalf of the website owner:

• Browsing behavior: pages viewed, time spent, scroll depth, clicks, mouse movements (optional heatmaps), cart additions/abandonments, form interactions
• Device & technical data: IP address (hashed or truncated for privacy), browser, operating system, screen resolution, device type
• Session replays (optional, can be disabled or masked)
• UTM parameters and referral source
• Geolocation at country/city level (derived from IP)

We do NOT collect by default: full credit card numbers, passwords, or other obviously sensitive fields (these are automatically masked).

2. Cookies & Similar Technologies

We use first-party cookies and local storage with the following lifespan:

• _fa_session: session duration
• _fa_visitor: 13 months (standard analytics retention)

You can opt out of tracking at any time via the cookie banner or by enabling Do-Not-Track in your browser (we honor DNT headers).

3. Purpose of Processing

All data is processed solely to provide analytics and conversion optimization insights to the website owner.

4. Your Rights (GDPR, CCPA, etc.)

Website visitors have the right to:

• Access, correct, or delete their personal data
• Opt out of tracking
• Object to or restrict processing

These requests must be sent to the website owner (the store you were visiting), as they are the controller. We provide tools in the dashboard for our customers to handle such requests quickly.

5. Data Retention

Raw session data and replays are stored for a maximum of 13 months (or shorter if the website owner chooses a shorter retention period). Aggregated statistics are kept longer.

Security

We use industry-standard measures (TLS encryption, access controls, regular security audits) to protect all data.

Children

The Service is not intended for children under 13 (U.S.) or under 16 (EU). We do not knowingly collect data from children. Website owners must not use FunnelAnalytics on sites directed to children.

Your California Privacy Rights (CCPA/CPRA)

California residents have the right to:

• Know what personal information is collected
• Request deletion
• Opt out of "sale" (we do not sell personal data as defined under CCPA)
• Non-discrimination

Changes to This Policy

We may update this Privacy Policy from time to time. Material changes will be notified via email (for account holders) or a prominent notice on our website.

Contact Us

Firebrain, LLC
Email: hello@funnelanalytics.co
Data Protection Officer: david@funnelanalytics.co

For EU/UK representatives or complaints, contact us at the email above.