Privacy Notice

Last updated: 20 October 2026

This notice explains what data we collect from visitors to our website and how that data is used. It also explains how visitors can request more information or ask to have their personal information removed from our systems. California residents have additional rights, set out in the California Resident Privacy Rights section below.

What data we collect

When you visit our website, https://snowplow.io, and other subdomains owned and run by Snowplow Analytics Limited (company number 07852221, registered office at Suite 106-111, Floor 2, 1 Mark Square, London EC2A 4EG, United Kingdom), we track:

• The following personally identifiable information about you:
  • your IP address; and
  • your device (cookie ID).
• For users who submit their email address via our webforms (for example, to sign up for a demo, or to ask or answer a question on our forums), we also track the information submitted in those forms, such as your name and email address, the question you have asked or the answer you have given.
• The following additional metadata about you:
  • information about the device type you are accessing our website from, including information about the browser and operating system;
  • where you are located (based on your IP address);
  • what web pages you have visited, including how long you have spent on each page.
• We then track:
  • what pages you have visited;
  • how long you have spent on each page, and how far down the page you have scrolled;
  • what links you have clicked on;
  • whether you have downloaded any of our content, such as PDFs;
  • whether you have watched any videos or viewed any presentations;
  • whether you have engaged with our content in other ways, such as posting questions on our forums or sharing our content via a social network.

For users who we send marketing emails to, we track:

• which emails we have sent you;
• which emails you have opened;
• which links in those emails you have clicked on.

How we use that data

There are two ways we use the data that we collect.

1. To optimise the effectiveness of our website

Our website is a resource for:

• prospective users of our technology and services, who are interested in learning more so that they can make well-informed buying decisions;
• current users of our technology (including open source technology) and services, who are interested in getting more information so that they can effectively use our technology and services.

Ensuring that our website serves the needs of both of these groups is important both for visitors to our website (they get a good experience) and for ourselves (so we can win and retain customers). By looking at what content people consume on our website, we can get an idea of where they require help or better information. Based on the sequence of pages they visit, we can identify whether we are sharing information in a logical, easy-to-follow manner.

2. To market to prospective and current Snowplow users

A certain subset of visitors to our website are prospective rather than current Snowplow users, who have come to our website to learn more about our technology and services. Other visitors to our website include people who use Snowplow technology, services or both.

For users whose email addresses we have because they have shared them with us via one of the webforms on our website, we use those email addresses to send targeted marketing. The purpose of the marketing is to inform those people about topics related to our technology and services that we think are relevant and helpful. We try to predict what information is helpful based on the data we have collected on each of those visitors, such as what content on our website they have read, or which emails we have sent them in the past that they have opened and clicked on. For example, if someone on our website has shown an interest in GDPR-related content, and we have just released some new functionality to help them meet their obligations under GDPR, we would like to be able to send them that information in an email.

It is very important to us that we only send additional information to users who are happy to receive it. If an individual no longer wishes to receive targeted communication from us, we stop sending that information and remove their data if requested. More information on how we do this in practice can be found below.

In addition to emailing targeted marketing to visitors who have shared their email address with us, we also remarket to visitors of our website via ad networks including LinkedIn, Facebook, Google and Bing. To do this, we load pixels from these third-party providers that enable them to identify who has visited our website and then show just those users' particular ads via their networks. Again, the purpose is to target people we know are interested in particular content, based on their behaviour on our website, with ads for other content we think would be useful for them.

How we ensure that our use of data is compatible with the rights and preferences of our website visitors

We use several methods to ensure that our use of the data we collect is compatible with the rights and preferences of our website visitors. These measures are listed below. They are continually reviewed and developed as we identify opportunities to better manage and control the use of our data for the benefit of our website visitors.

We are clear and upfront with visitors about what data we collect and how we use it

We do our best to be clear and transparent about what data we collect and how we use it. This page is a big part of how we do that. In addition, wherever we collect email addresses and other personal information, we try to make it as clear as possible what data we are collecting and how we use it.

If you have any questions or concerns about our use of that data, please get in touch at privacy@snowplow.io.

We respond in a timely way to requests to stop being contacted, to be forgotten, or to see the data we hold

If you have engaged with us in any way and no longer want us to be in touch, or to keep any data of any engagement you have had with us, please get in touch at privacy@snowplow.io. We will endeavour either to stop contacting you or to remove all the data we have on you, as requested, as quickly as possible.

California Resident Privacy Rights

If you live in California, the California Consumer Privacy Act, as amended by the California Privacy Rights Act (together, the "CCPA"), gives you specific rights over your personal information. This section explains what we collect, how we disclose it, and how to exercise those rights.

Personal information we collect

In the past 12 months we have collected the following categories of personal information, as defined by the CCPA.

We do not collect sensitive personal information as defined by the CCPA, such as precise geolocation, government identifiers or account credentials. Because of this, the right to limit the use of sensitive personal information does not apply to our processing.

We keep personal information only as long as we need it for the purposes above.

Selling and sharing personal information

We do not sell personal information. However, the remarketing pixels described above allow LinkedIn, Meta, Google and Microsoft Bing to show you ads based on your activity on our website. The CCPA treats this as "sharing" for cross-context behavioural advertising, and in some cases it may be treated as a "sale".

You can opt out of this sharing at any time:

• use the Do Not Sell or Share My Personal Information link on our cookie banner;
• adjust your choices in our cookie settings; or
• enable a Global Privacy Control (GPC) signal in your browser. We treat a GPC signal as a valid opt-out request for that browser.

Your rights

As a California resident, you have the right to:

• Know: ask what personal information we have collected about you in the past 12 months, the sources, the purposes, and the categories of third parties we disclose it to. You can make this request twice in any 12-month period, free of charge.
• Access: ask for a copy of the specific pieces of personal information we hold about you.
• Delete: ask us to delete personal information we have collected from you, subject to certain legal exceptions. We will also tell our service providers to delete it.
• Correct: ask us to correct inaccurate personal information we hold about you.
• Opt out of sale or sharing: tell us to stop selling or sharing your personal information, as described above.
• Non-discrimination: we will not deny you services, charge you a different price, or give you a lower quality of service because you have exercised any of these rights.

How to make a request

Email privacy@snowplow.io with the subject line "California privacy request" and tell us which right you want to exercise.

To protect your information, we will verify your identity before acting on a request to know, access, delete or correct. We will usually do this by matching details you give us, such as your email address, against the information we hold. We use this information only to verify your request.

You can ask an authorised agent to make a request for you. We may ask the agent for proof of your signed permission, and ask you to confirm your identity with us directly.

If you are not satisfied with our response, you can contact the California Privacy Protection Agency or the California Attorney General.

Shine the Light

California Civil Code Section 1798.83 lets California residents ask for details of personal information disclosed to third parties for their own direct marketing. We do not disclose personal information to third parties for their own direct marketing purposes.

Children's Data and Privacy

Snowplow does not process children's personal data. Our website, products and services are designed for businesses and professionals, and are not directed at children.

• We do not knowingly collect personal information from anyone under the age of 16. This covers children under 13 protected by the US Children's Online Privacy Protection Act (COPPA), and residents of the UK and EU, where children are given specific protection under data protection law.
• We do not knowingly sell or share the personal information of anyone under 16, and we have no actual knowledge of having done so.
• Our webforms, forums and marketing emails are intended only for adults acting in a professional capacity.

If we learn that we have collected personal information from a child, we will delete it promptly and will not use it for any purpose.

If you are a parent or guardian and believe your child has given us personal information, please contact us at privacy@snowplow.io. We will remove the information as quickly as possible.

Contact us and changes to this notice

For any question about this notice, or to exercise any of your rights, email privacy@snowplow.io or write to Snowplow Analytics Limited, Suite 106-111, Floor 2, 1 Mark Square, London EC2A 4EG, United Kingdom.

We review this notice at least once a year and update it when our practices or the law change. The date at the top shows when it was last updated.