Truly Analytics Privacy Policy

Privacy Policy

Last updated: 24 May 2026

This Privacy Policy explains how Truly Analytics collects, uses, stores, and shares personal information.

Truly Analytics may also be referred to as “TA”, “we”, “us”, or “our”.

This policy applies when you:

  • visit our website;
  • start a trial;
  • create an account;
  • use our admin board;
  • install or interact with our analytics scripts;
  • contact us;
  • become a customer.

If you do not agree with this policy, do not use Truly Analytics.

1. Who we are

Truly Analytics provides analytics-related software and services that help website owners recover missing analytics signals and deliver those metrics into Google Analytics or related reporting environments.

Business name: Truly Digital Ltd
Company number: 09206603
Registered address: 86-90 Paul Street, London, EC2A 4NE, United Kingdom

Contact email: accounts@trulydigital.net

For data protection questions, contact us at:

accounts@trulydigital.net

2. What information we collect

We may collect the following types of information.

Account and trial information

When you start a trial or create an account, we may collect:

  • your email address;
  • the domain(s) you want to trial Truly Analytics on;
  • account login details;
  • admin board activity;
  • trial status;
  • setup progress;
  • subscription or billing status.

Website and analytics information

When providing the Truly Analytics service, we store aggregated usage totals for billing, service monitoring, and long-term account metrics.

These totals may include:

  • script loads;
  • page views;
  • event counts.

We do not store the individual underlying events used to calculate these totals. We only retain the aggregated counts.

When our script is installed on a customer website, we may process analytics-related request data as part of delivering the service. In this context, we act as a data processor for the customer.

This processing may include:

  • page view information;
  • event information;
  • script load information;
  • referrer information;
  • device and browser information;
  • approximate location derived from network information;
  • timestamps;
  • domain and page URL information;
  • technical request metadata;
  • Google Analytics configuration details supplied by the customer.

We do not retain this analytics-related request data beyond its operational life during processing, except where it is converted into aggregated usage totals as described above, or where temporary retention is required for security, debugging, abuse prevention, or legal compliance.

You must not use Truly Analytics to collect sensitive personal information, including passwords, payment card details, authentication tokens, health information, special category data, or any information you are not authorised to collect.

Technical information

When you use our website, admin board, or services, we may collect the following for login security and auditing purposes:

  • IP address;
  • browser type and version;
  • operating system;
  • device type;
  • log data;
  • error reports;
  • security events;
  • usage information;
  • cookie and similar technology data.

Payment information

If you become a paid customer, payment information may be processed by our payment provider.

We do not access any payment card details at any point.

Payment provider: Stripe

Support and communication information

If you contact us, we may collect:

  • your name;
  • email address;
  • message content;
  • support requests;
  • feedback;
  • correspondence history.

3. How we use your information

We use personal information to:

  • provide the Truly Analytics service;
  • create and manage trial accounts;
  • create temporary Google Analytics properties for trials;
  • invite users to trial Google Analytics properties;
  • provide access to the admin board;
  • generate script snippets;
  • collect analytics-related metrics;
  • send trial updates;
  • estimate recovered metrics;
  • provide support;
  • manage customer accounts;
  • process payments;
  • prevent misuse, fraud, and security issues;
  • improve our website and services;
  • comply with legal obligations;
  • enforce our terms.

4. Lawful bases for using personal information

We rely on different lawful bases depending on the context.

Contract

We process some information because it is necessary to provide the service you requested, such as creating your trial, account, admin board access, and paid subscription.

Legitimate interests

We may process information where we have a legitimate interest, such as:

  • improving our services;
  • keeping our systems secure;
  • preventing abuse;
  • measuring service performance;
  • communicating with business users;
  • understanding how our service is used.

We only rely on legitimate interests where we believe your rights and interests do not override ours.

Consent

We may rely on consent for certain cookies, analytics technologies, marketing communications, or similar technologies where required.

You can withdraw consent where consent is the lawful basis.

Legal obligation

We may process information where needed to comply with the law, tax rules, accounting rules, regulatory obligations, or lawful requests.

5. Google Analytics and third-party analytics

Truly Analytics may interact with Google Analytics 4 or other analytics tools.

For trials, we may create a temporary Google Analytics property and invite the email address you provide.

For paid customers, you may choose to send TA metrics to your existing GA4 property, use TA alongside GA4, or use other configuration options.

Your use of Google Analytics is also subject to Google’s own terms and privacy policies.

6. Customer websites using Truly Analytics

If a customer installs the Truly Analytics script on their own website, the customer is responsible for ensuring their website visitors receive appropriate privacy and cookie information.

The customer is also responsible for obtaining any legally required consent before using analytics scripts, cookies, local storage, pixels, tags, or similar technologies.

Depending on the setup, Truly Analytics may act as a processor or service provider for customer website analytics data.

Customers must not use Truly Analytics to collect sensitive personal data unless this has been expressly agreed in writing.

7. Cookies and similar technologies

We may use cookies and similar technologies on our website and admin board.

These may include:

  • essential cookies needed for security, login, and service operation;
  • preference cookies;
  • analytics cookies;
  • performance and diagnostic technologies;
  • similar technologies such as local storage, pixels, scripts, tags, and server-side logs.

More detail is available in our Cookie Policy.

8. Marketing communications

We may send service emails about your trial, account, admin board, setup, billing, security, or service status.

We may also send marketing emails where permitted by law.

You can unsubscribe from marketing emails using the unsubscribe link or by contacting us.

You may still receive important service emails even if you opt out of marketing.

9. Who we share information with

We may share information with:

  • hosting providers;
  • infrastructure providers;
  • email providers;
  • payment providers;
  • analytics providers;
  • Google Analytics or Google services, where relevant;
  • professional advisers;
  • legal, tax, accounting, or compliance providers;
  • authorities or regulators where required by law.

We do not sell your personal information.

10. International transfers

Some of our providers may process information outside the United Kingdom or European Economic Area.

Where required, we will use appropriate safeguards such as adequacy decisions, standard contractual clauses, or other lawful transfer mechanisms.

11. How long we keep information

We keep personal information only for as long as reasonably necessary for the purposes described in this Privacy Policy.

We use the following retention approach:

  • trial email address: retained for trial administration, account history, support, and abuse prevention. If you ask us to remove your email address, we will delete or anonymise it unless we have a lawful reason to keep it;
  • trial domain: retained on a long-term or indefinite basis to prevent repeated free trials, misuse, fraud, and abuse of the trial system;
  • customer account data: retained while your account is active and for a reasonable period after account closure for support, legal, accounting, security, and business record purposes;
  • billing records: retained for as long as required for tax, accounting, audit, and legal purposes;
  • support messages: retained for as long as needed to manage your request, maintain service history, resolve disputes, and improve support;
  • technical logs: retained for a limited period for security, debugging, reliability, abuse prevention, and service monitoring;
  • aggregated usage totals: retained on a long-term basis for billing, reporting, product analytics, service monitoring, and account history;
  • raw analytics-related request data: not retained beyond its operational life during processing, except where temporary retention is required for security, debugging, abuse prevention, service reliability, or legal compliance.

For trial accounts, we may keep a record that a domain has already used a trial even after the trial has ended. We do this to protect the service from repeated trial abuse and to keep the trial fair for genuine users.

Where possible, we minimise, delete, or anonymise information that is no longer needed. If we no longer need to identify an individual, we may keep anonymised or aggregated information that does not identify them.

If we do not have a fixed retention period for a particular category of information, we decide the retention period based on the type of data, the reason it was collected, legal requirements, security needs, operational needs, and whether the information is still required for the service.

12. Security

We use reasonable technical and organisational measures to protect personal information.

However, no system is completely secure. You are responsible for keeping your account credentials safe and telling us promptly if you believe your account has been compromised.

13. Your rights

Depending on where you are located and the circumstances, you may have rights to:

  • access your personal information;
  • correct inaccurate information;
  • request deletion;
  • restrict processing;
  • object to processing;
  • request data portability;
  • withdraw consent where processing is based on consent;
  • complain to a supervisory authority.

To exercise your rights, contact:

accounts@trulydigital.net

We may need to verify your identity before responding.

14. Complaints

Please contact us first if you have a privacy concern.

You also have the right to complain to the UK Information Commissioner’s Office.

ICO website: https://ico.org.uk/

15. Children

Truly Analytics is not intended for children.

You must not use Truly Analytics to knowingly collect information from children unless you have a lawful basis and have agreed this with us in writing.

16. Changes to this policy

We may update this Privacy Policy from time to time.

If we make material changes, we may notify you by email, admin board notice, website notice, or another reasonable method.

Your continued use of Truly Analytics after changes take effect means you accept the updated policy.

17. Contact

For privacy questions, contact:

accounts@trulydigital.net