Privacy Policy

Last updated: 2026-11-05

Changed on 2026-11-05: sections 2 and 5 now cover the lead forms in some of our LinkedIn ads: what you submit in one reaches us through LinkedIn, which also keeps it under its own policy.

Changed on 2026-11-02: sections 2 and 5 now say that form submissions may also be copied into our internal reporting database, hosted by Neon, and used to count requests by offer and by the campaign or source that led to them.

Changed on 2026-11-02: section 7 now says how long our long-term analytics dataset keeps each analytics event: 13 months after it was recorded, then it is deleted within a day, and a deleted event can remain in that dataset's backups for up to 7 more days. Totals and other aggregates we compute from events may be kept longer and carry no identifier for you, your browser or your account. Sections 5 and 7 also said events were moved out of CloudWatch Logs into that dataset; they are normally copied into it within about 20 minutes, CloudWatch Logs keeps them for about 14 days, and on its way into the dataset each event also passes through a processing file on Amazon S3, deleted after about 15 days.

Changed on 2026-10-30: if you arrived through one of our ads or a tagged link in one of our posts, the first-touch record your browser keeps (sections 1 and 3) also decides whether a short prompt offers to take you on to the offer that ad or post described. A click on the prompt is counted with which offer it pointed to and a short code for the campaign or ad group (section 2). Closing it, or reaching a thanks page after a form, sets a flag in your browser's session storage for the rest of the visit (section 3).

Changed on 2026-10-28: section 5 now names Neon as the service provider that hosts our long-term analytics dataset.

Changed on 2026-10-27: our analytics now also keeps your country, and in the United States, Canada and Australia your state, province, territory or federal district. Amazon CloudFront, part of Amazon Web Services (section 5), receives your browser's requests to our analytics and derives both from your IP address (or your VPN's or proxy's, if you use one) as each request arrives. That includes page views counted before you choose in the consent bar. What we keep of the address itself doesn't change: nothing for page views counted before you choose, and a truncated form after you click Accept. We keep nothing more precise from CloudFront, such as your city. See sections 1, 2 and 4.

Earlier on 2026-10-27: clicking Decline now also deletes the first-touch record your browser keeps; while your browser keeps that choice, it keeps no new record, and a form you submit carries none. We also corrected how we describe that record: unless you click Decline, your browser keeps the page you landed on, when you arrived and the referring page on every first visit, not only when you arrive from one of our ads, and sends them only with a form you submit. And we corrected how we describe what a Do Not Track or Global Privacy Control signal does: it stops our analytics and the advertising tags, but unlike Decline it doesn't remove the _sp_id and _sp_ses analytics cookies an earlier Accept left, and it doesn't change the first-touch record. See sections 1 to 4.

Changed on 2026-10-26: before you choose in the consent bar, we now count page views without cookies or any identifier for you or your browser. Decline stops that count. See sections 1 and 2.

This policy describes how Aquifer, Inc. ("Aquifer", "we") handles personal information on the marketing site at aquifer.cloud. The Aquifer application at app.aquifer.cloud processes customer data under a separate Data Processing Agreement; this policy does not cover that processing.

1. The short version

• We use a small number of first-party cookies and a first-party analytics collector to understand which pages are useful.
• With your consent, we load two advertising measurement tags, from LinkedIn and Google, so we can tell which of our own ads led to a request and, on LinkedIn, show our ads to people who have visited this site. Neither loads until you click Accept.
• We do not sell or share personal information with data brokers.
• Until you choose in the consent bar at the bottom of the page, we count page views without cookies or any identifier for you or your browser: the count stores nothing in your browser, sends no cookie, and keeps no IP address, only the country (and in the United States, Canada and Australia the state, province, territory or federal district) derived from it. Analytics cookies and the LinkedIn and Google advertising tags run only after you click Accept. Click Decline and, for as long as your browser keeps that choice in the aquifer_consent cookie (section 3), our analytics records nothing new, not even the count; if the cookie is gone, the consent bar shows again and the count resumes until you choose. A Do Not Track or Global Privacy Control signal also stops our analytics and the advertising tags, even if you clicked Accept before. Unlike Decline, it doesn't remove the _sp_id and _sp_ses cookies an earlier Accept left; to remove them, clear them in your browser, or clear the aquifer_consent cookie, reload and click Decline. If you haven't chosen yet, the consent bar still shows. Neither signal changes the first-touch record in the next point; Decline deletes it.
• Unless you click Decline, your browser keeps, for up to 30 days, the first page you landed on, when you first arrived, and the address of the page that referred you (without its query string), together with the campaign parameters in the link you arrived on (as links from our ads carry), so a contact or get-started form you submit can tell us which campaign or source brought you. If you arrived through one of our ads or a tagged link in one of our posts, the same record decides whether a short prompt under the site header offers to take you on to the offer that ad or post described. Nothing from the record is sent until you submit a form, except that a click on that prompt reports which offer it pointed to and a short code for the campaign or ad group (section 2). Clicking Decline deletes it, and the prompt goes with it; while your browser keeps that choice, it keeps no new record, and a form you submit carries none.
• You can clear or block cookies at any time via your browser; the consent bar will reappear.
• To request a copy, deletion, or correction of your data, use our privacy request form.

2. Information we collect

Information you provide

When you contact us, through the contact form, a get-started form, a lead form in one of our ads on LinkedIn, or email, we receive the information you submit (typically name, work email, company, and your message). We use that information only to reply, to schedule a meeting if requested, to keep a record of the conversation, and to count requests by offer and by the campaign or source that led to them.

Unless you clicked Decline and your browser still keeps that choice, a contact or get-started form you submit also includes the first-touch record your browser kept (section 3): the page you landed on, when you arrived, and the address of the page that referred you (without its query string), from the visit that started the record, at most 30 days earlier (your first visit, the first visit after an earlier record expired, or a later arrival through a link with campaign parameters); and any campaign identifiers from the link that visit arrived on (such as the campaign name, the ad, and a click identifier from LinkedIn, Google or Microsoft). We use these only to know which campaign or source led to your request.

Information collected automatically

Before you choose in the consent bar, our analytics records only the following, for each page view and for each 15-second stretch you are active on a page:

• The page's address and title, and the address of the page that referred you. Both addresses keep only their campaign parameters (utm_source, utm_medium, utm_campaign, utm_content, utm_term, utm_id); anything else, such as an ad click identifier, is removed.
• Your browser's user-agent string
• A timestamp
• The country, and in the United States, Canada and Australia the state, province, territory or federal district, that Amazon CloudFront (section 5) derives from your IP address (or your VPN's or proxy's) as the request arrives. We don't keep the address, or anything more precise such as your city.
• A random identifier for that one page view, new on every page, which ties its activity records to it
• If you submit one of our forms, which form it was (not what you typed in it)
• If you click the prompt that continues one of our ads or posts (section 1), which offer it pointed to and a short code for the campaign or ad group (for example L1-A). Like every record in this list, the click also carries the page's address and the address of the page that referred you, so a click on the page you arrived on, or on a page you open from it, includes the campaign parameters of the link you arrived on.

It sets no cookie, sends no cookie, stores nothing in your browser, and keeps no IP address (only the country and, in the three countries named above, the state, province, territory or federal district, derived from it) and no identifier for you or your browser. We don't link these page views to each other or to you, with one exception: if you click Accept while a page is open, that page's later records carry your analytics identifier and the same page-view identifier, so that one page view can be linked to you. Your browser also sends technical details such as screen size, language and time zone with each request; the collector does not keep them. If you click Decline, or your browser sends Do Not Track or Global Privacy Control, this count stops too.

After you click Accept, our analytics records the following for each page view, each 15-second stretch of activity, each link you click (including the link's address), each form you submit (which form), and each click on the prompt that continues one of our ads or posts (which offer, and the campaign or ad group code):

• The URL, title, and referrer of the page
• Your browser's user-agent string
• A timestamp
• An anonymous identifier set in your browser (see "Cookies" below)
• A truncated form of your IP address (the last octet of an IPv4 address, or the last 80 bits of an IPv6 address, are zeroed before storage, we never store the full address)
• The country, and in the United States, Canada and Australia the state, province, territory or federal district, derived from your IP address in the same way as above

If you have clicked Accept and are simultaneously signed in to the Aquifer application, your session token may also reach the analytics collector across our shared .aquifer.cloud domain on the pages you open after that. Before you accept, no cookie is sent to the collector. The collector validates the token to associate the page view with your account ID. The token itself is never stored in analytics.

3. Cookies

We set the following first-party cookies. After you click Accept, the advertising measurement cookies at the end of the table are set as well.

The first-touch record described in section 2 (landing page, the address of the referring page without its query string, time of arrival and, where present, the campaign parameters from the link you arrived on) is kept in your browser's local storage under the name aq_first_touch. It is written unless you have clicked Decline. Clicking Decline deletes it; from then on, for as long as your choice is remembered by the aquifer_consent cookie, none is written, and a form you submit carries none. If that cookie is gone, the next page you open writes a new record, as before a choice. A Do Not Track or Global Privacy Control signal doesn't change it. It is used for up to 30 days; a later visit through a link with campaign parameters replaces it and starts the 30 days again. After 30 days it is no longer used, and the next page you open on this site deletes it and starts a new record. It also decides whether the prompt described in section 1 shows. It is not a cookie, it leaves your browser only in a form you submit, through Formspree (section 5), apart from the offer and the campaign or ad group code a click on that prompt reports, and clearing site data removes it. If you close the prompt, or reach the thanks page after a get-started or contact form while your record calls for the prompt, your browser keeps aq_nudge_dismissed in session storage. It holds only a flag that the prompt is done for this visit, so the prompt stays hidden for the rest of your visit in that tab. The browser keeps the flag only for that tab's browsing session (and in a copy of the tab, if you duplicate it). Otherwise nothing is stored for the prompt.

After you click Accept, our analytics keeps a short queue of not-yet-sent analytics records in local storage under snowplowOutQueue_aq, so a record survives a page change. Before you choose, our analytics keeps nothing there. When you click Decline, the page removes that queue and the _sp_id and _sp_ses cookies; the nuid cookie set by our analytics collector cannot be removed by the page, so it stays until it expires or you clear it. While your browser keeps your Decline, our analytics on this site records nothing new. A record made before you declined that hadn't been sent yet may still be sent afterwards, usually when you leave or switch away from the page it was made on; if a send seems to fail, it is tried again, so the same record can reach us more than once.

You can decline cookies via the consent bar, clear them at any time via your browser, or block them entirely at the browser level. Browsers that send a Do Not Track or Global Privacy Control signal are honored, analytics is suppressed even before you click Decline.

4. How we use the information

• Improve the site. We aggregate page views, link clicks and clicks on the prompt in section 1, and the country or region (section 2) they come from, to find which pages help and which don't, and whether our campaigns reach the places they target.
• Reply to you. Information you submit through forms or email is used to respond to your request.
• Operational security. We use access logs to investigate abuse and to keep the site available.
• Comply with the law. We retain records as required by tax, accounting, or other applicable law.
• Measure our ads. With your consent, LinkedIn and Google tell us which of our ads led to a visit or a request, and LinkedIn can show our ads to people who have visited this site. We do not build profiles about you for any other purpose.
• Know which campaign or source led to a request. Unless you clicked Decline and your browser still keeps that choice, a contact or get-started form you submit carries the first-touch record described in section 1, including any campaign identifiers from the link you arrived on. The same record decides whether a visitor from one of our ads or tagged posts sees the prompt described in section 1.

Beyond measuring our own ads and knowing which campaign or source led to a request, as described above, we do not use the information for advertising, profiling, automated decision-making with legal effect, or sale to third parties.

5. Service providers

We rely on a small number of vendors to operate the site. They process information on our behalf, under contract, only as needed:

• Amazon Web Services, hosting (CloudFront, Lambda, S3, CloudWatch) in us-east-1 and us-east-2. Analytics records live in CloudWatch Logs for about 14 days; normally within about 20 minutes each one is also copied into our long-term analytics dataset (section 7), passing through a processing file on S3 that is deleted after about 15 days.
• Neon, database hosting for our internal reporting database, which includes our long-term analytics dataset (section 7), in Amazon Web Services' us-east-1 region.
• Google Fonts, typeface delivery. Loading a font from Google's CDN exposes your IP address to Google. The site preloads fonts so the request is unavoidable on first visit; if this matters to you, browser extensions can block the request.
• Formspree, receives submissions from the contact form, the get-started forms, and the privacy request form, and forwards them to our inbox.
• LinkedIn, advertising measurement through the LinkedIn Insight Tag, loaded only after consent, under LinkedIn's privacy policy; and, if you submit a lead form in one of our LinkedIn ads, the details you submit, which LinkedIn also keeps under its own policy.
• Google Ads, advertising measurement through the Google Ads tag, loaded only after consent, under Google's privacy policy. Ad personalization signals are turned off in our tag configuration.
• Email and CRM tooling, your message reaches our inboxes (Google Workspace) and may be copied into our customer-relationship system and our internal reporting database, to coordinate a reply and to count requests.

6. Sharing and disclosure

We do not sell personal information. Showing our ads on LinkedIn to people who have visited this site may count as "sharing" under the California Consumer Privacy Act; it happens only after you click Accept, and clicking Decline or sending a Global Privacy Control signal opts you out. We disclose information only:

• To the service providers listed above, under contract
• To respond to a lawful request from law enforcement or government, after reviewing the request for validity and scope
• To protect the rights, property, or safety of Aquifer, our customers, or the public
• In the event of a merger, acquisition, or sale of assets, in which case the receiving entity will be bound by this policy or its successor

7. Data retention

• Analytics events: held in CloudWatch Logs for about 14 days. Normally within about 20 minutes of being recorded, each event is also copied into our long-term analytics dataset (section 5), where it is kept for 13 months after it was recorded and deleted within a day after that. On its way into that dataset, each event also passes through a processing file on Amazon S3 (section 5), which is deleted after about 15 days. A deleted event can remain in that dataset's backups for up to 7 more days. Totals and other aggregates we compute from events, such as page views per page per day, may be kept longer; they carry no identifier for you, your browser or your account. Anonymous identifiers expire on the schedule in section 3.
• Form submissions (contact, get-started, privacy requests): retained for as long as needed to respond and to maintain the customer relationship, and then according to our internal records-retention schedule.
• Server access logs: retained for 90 days, then deleted.

8. Your rights and choices

Depending on where you live, you may have the right to:

• Know what personal information we hold about you
• Request access to or a copy of that information
• Correct inaccurate information
• Request deletion
• Opt out of the sale or sharing of personal information (we do not sell; to opt out of sharing for advertising, click Decline in the consent bar or send a Global Privacy Control signal)
• Withdraw consent for cookies, use the consent bar, or clear the aquifer_consent cookie and reload
• Lodge a complaint with your local data-protection authority

To exercise any of these rights, submit our privacy request form. We respond to verifiable requests within 30 days. We may follow up by email to verify your identity before acting on a request, that step protects you from someone else impersonating you. We will not discriminate against you for exercising a right.

9. International transfers

Aquifer is based in the United States and our primary infrastructure runs in AWS regions in the United States. If you access the site from outside the United States, your information will be processed in the United States.

10. Children

The site is not directed to children under 13, and we do not knowingly collect personal information from children under 13. If you believe a child has provided us with personal information, submit a deletion request via our privacy request form and we will delete it.

11. Security

We use industry-standard safeguards including TLS 1.2+ for all public traffic, encryption at rest for storage, scoped IAM permissions, audit logging, and routine review. No system is perfectly secure; we encourage you not to send sensitive personal information through public web forms.

12. Changes to this policy

We will update this page when our practices change. Material changes will be flagged at the top of this page for at least 30 days. The "Last updated" date above always reflects the most recent revision.

13. Contact

All privacy requests and questions go through our privacy request form, pick "Other" and describe what you're asking about if it isn't an access / deletion / correction / export request. For non-privacy inquiries, the contact form is the right place.

Mailing address: Aquifer, Inc., address on file with state of incorporation; available on request.