Effra Privacy Policy

We are Effra Ltd. If you have any questions about this policy, including any requests to exercise your legal rights, please contact us at contact@effra.io.

How do you use my data?

• When you create and log into your account we will collect your name, email address, and company name. We collect this in order to take steps to enter into a contract with you and allow you to use our services.

• When you sign up to receive our news updates. We will collect your name and email address to provide you with our news updates in line with any preferences you have told us about. When we send you our news updates because you have opted-in to receive them, we rely on your consent to contact you.
  
  

You can unsubscribe from our updates at any time by responding to any email you receive from us to tell us you wish to unsubscribe or by emailing contact@effra.io.

• When you contact us either by phone, email, via a 'contact us' page or via social media, we will usually collect your name, social media handle and contact details, because it’s in our legitimate interest to make sure we can properly respond to your query.

• When you use www.effra.io and consent to analytics, we use Google Analytics 4 to measure traffic and website interactions, and Microsoft Clarity for heatmaps and session recordings. This helps us improve our website. Information may include pages visited, clicks, scrolling, traffic sources, device details and cookie identifiers. We rely on your consent, which you can withdraw through Cookie settings. More detail is in our Cookie Policy.

• If our business is sold. We process your personal information for this purpose because we have a legitimate interest to ensure our business can be continued by the buyer. If you object to our use of your personal information in this way, the buyer of our business may not be able to provide services to you.

Who do you share my data with?

• Business partners, suppliers and subcontractors for the performance of the contract we enter into with them or you.

• Regulators/ Authorities/ Enforcement Agencies if we are under a duty to disclose or share your personal data in order to comply with any legal obligation, or in order to enforce or apply our terms of use and other agreements; or to protect the rights, property, or safety of our clients or others. This includes exchanging information with other companies and organisations for the purposes of fraud protection.

• Prospective buyers of our business under our legitimate interest to ensure our business can be continued by the buyer.

• Google and Microsoft, for the website analytics described above. Microsoft may also use this data for its services, including advertising. See Google’s Privacy Policy and the Microsoft Privacy Statement.

Where do you store my data?

We use third-party servers and service providers to store and process your data. Website analytics data is processed by Google and Microsoft and may be stored outside the UK, including in the US.

When working with third parties we may need to transfer your personal data outside of the UK and / or EU.

Whenever we transfer your personal information outside of the UK and the EU, we ensure it receives additional protection as required by law. To keep this policy as short and easy to understand as possible, we haven’t set out the specific circumstances when each of these protection measures are used. You can contact us using the details above for more information on this.

How long do you keep my data for?

We will only retain your personal information for as long as we need it unless we are required to keep it for longer to comply with our legal, accounting or regulatory requirements.

We delete your order information 6 years after your last order with us. Other information related to your account will be deleted 2 years after your account has become inactive.

GA4 user and event data is retained for 2 months; aggregated reports may be kept longer. Clarity recordings are generally retained for 30 days, with selected recordings, heatmaps and click data kept for up to 9 months.

In some circumstances we may carefully anonymise your personal data so that it can no longer be associated with you, and we may use this anonymised information indefinitely without notifying you. We use this anonymised information to improve the way we work and our services.

What are my rights under data protection law?

You have various other rights under applicable data protection laws, including the right to:

• access your personal data (also known as a “subject access request”);

• correct incomplete or inaccurate data we hold about you;

• ask us to erase the personal data we hold about you;

• ask us to restrict our handling of your personal data;

• ask us to transfer your personal data to a third party;

• object to how we are using your personal data; and

• withdraw your consent to us handling your personal data.

You also have the right to lodge a complaint with us or the Information Commissioner's Office, the supervisory authority for data protection issues in England and Wales. If you are based in the EU you can find your relevant supervisory authority here.

Please keep in mind that privacy law is complicated, and these rights will not always be available to you all of the time.

Contacting us

If you have any questions about this policy please contact us at contact@effra.io.