Privacy & Cookies.
This policy explains how Performify Limited collects, uses, and protects information when you visit performify.co.uk. It's written to be plain-English. If anything is unclear, email hello@performify.co.uk and I'll answer.
Who we are
The data controller for this site is Performify Limited, a company registered in England & Wales, company number 12000193. You can contact me about anything in this policy at hello@performify.co.uk. Postal address is available on request.
What information is collected
This site is a brochure for a performance marketing consultancy. It has no accounts and no transactions, and its only form is the Ad Copy Battle tool in Labs. The information collected is limited to:
- Analytics data when you consent to it: pages viewed, approximate location (country and region from IP), device type, browser, referrer, and interactions such as clicks and scroll depth. Collected via Google Analytics 4.
- Edge-level site usage from Cloudflare, which serves this site: pageviews, referrers, countries, and device types, in aggregate form without cookies.
- Direct contact information you choose to share when you email hello@performify.co.uk or book a meeting via Calendly. This is whatever you voluntarily put in the message: your name, email, company, and the substance of your enquiry.
- What you enter into the Ad Copy Battle: your offer, brand, audience, restrictions, ad copy, and a landing page URL or pasted page text. It is sent to Anthropic to write and judge the ads, and I don't store it. Your IP address is also used to rate-limit the tool.
The keyword concatenation tool and the PPC metrics tree in Labs collect nothing. They run entirely in your browser, and what you enter into them is never sent to this site or anyone else.
How the information is used
- Analytics data is used to understand which content is useful, which isn't, and how to improve the site.
- Edge-level Cloudflare data is used for security, availability, and performance monitoring.
- Contact information is used to respond to your enquiry and, if relevant, to scope potential consulting work.
- Ad Copy Battle inputs are used only to produce that battle's results. The IP address rate limit keeps the tool's usage within a daily cap.
No data is used for profiling, automated decision-making, or advertising. The site does not run advertising pixels.
Lawful basis
- Analytics cookies: your consent under PECR, collected via the consent banner the first time you visit.
- Essential cookies and edge-level data: legitimate interests (keeping the site secure and available).
- Contact information: legitimate interests in responding to a business enquiry you initiated, or performance of a contract if we begin working together.
- Ad Copy Battle: legitimate interests in running the tool you chose to use, and in keeping it available by limiting how much any one visitor can use it.
- Keyword concatenation tool and PPC metrics tree: nothing is collected. Their local storage is set only when you ask them to remember your lists or numbers, as part of the feature you asked for.
Cookies and similar technologies
Essential cookies (set without consent, required for the site to function securely):
| Cookie | Purpose | Duration |
|---|---|---|
| __cf_bm | Cloudflare bot-management | 30 minutes |
| cf_clearance | Cloudflare security challenge | 30 days |
| pf_consent | Stores your cookie preference | 1 year |
Local storage set only if you ask for it, and never sent anywhere:
| Key | Purpose | Duration |
|---|---|---|
| pf_kwct | Keeps your keyword concatenation tool lists and settings when you tick "Remember my lists on this device" | Until you untick it |
| pf_mtree | Keeps your PPC metrics tree numbers and settings when you tick "Remember my numbers on this device" | Until you untick it |
Analytics cookies (set only with your consent, via Google Analytics 4):
| Cookie | Purpose | Duration |
|---|---|---|
| _ga | Distinguishes unique visitors | 2 years |
| _ga_* | Session state for GA4 | 2 years |
You can change or withdraw consent at any time by clicking "Cookie preferences" in the footer.
Who we share data with
- Google processes GA4 analytics data under a Data Processing Addendum. Data is aggregated and anonymised. IP addresses are shortened before storage.
- Cloudflare processes edge-level site data as the site's hosting and CDN provider, under their standard terms.
- Calendly, if you book a meeting via a Calendly link, handles that booking under their privacy policy.
- Anthropic processes what you enter into the Ad Copy Battle to write and judge the ads, under its commercial terms and Data Processing Addendum. Those terms do not allow Anthropic to train its models on this data.
Data may be transferred outside the UK as part of these services. All four providers maintain UK GDPR compliance via Standard Contractual Clauses and the UK International Data Transfer Agreement.
No data is sold to third parties or shared for advertising purposes.
How long data is kept
- GA4 analytics: 14 months (configured to the minimum retention period supported).
- Edge-level Cloudflare data: retained by Cloudflare according to their standard retention schedules.
- Contact emails: kept for as long as our business relationship continues, and for up to seven years afterwards where retention is required for tax and accounting purposes. Non-progressing enquiries are deleted within 12 months.
- Consent preferences: 1 year on your device, after which you will be asked again.
- Ad Copy Battle: I don't store what you enter. Anthropic keeps API inputs and outputs for a limited period under its data retention policy. Your IP address is held for 25 hours in the usage counter behind the rate limit.
- Keyword concatenation tool and PPC metrics tree: nothing leaves your browser. If you tick "Remember my lists on this device" or "Remember my numbers on this device", what you entered stays in your browser's local storage until you untick it.
Your rights
Under UK GDPR you have the right to:
- access the personal data we hold about you
- ask for inaccurate data to be corrected
- ask for your data to be deleted, where we have no legal basis to retain it
- object to how we process your data
- restrict how we process your data
- request your data in a portable format
- withdraw consent at any time, for anything you consented to
To exercise any of these rights, email hello@performify.co.uk. I'll respond within 30 days.
Complaints
If you're unhappy with how your data is being handled, you can complain to the Information Commissioner's Office (ICO):
- Website: ico.org.uk
- Helpline: 0303 123 1113
I'd appreciate the chance to address any issue directly first, but you're not required to contact me before escalating.
Changes to this policy
This policy will be updated when practices change or regulations evolve. The "Last updated" date at the top will reflect the most recent revision. Material changes will be flagged on the homepage for a reasonable period.
Contact
Privacy queries: hello@performify.co.uk
General contact: hello@performify.co.uk
Company: Performify Limited, Company No. 12000193