Privacy Policy

This Privacy Policy explains how DAX CAPITAL LLC, operating the TrackAtlas service ("TrackAtlas", "we", "us"), collects and processes personal data. TrackAtlas is a business-to-business service: our customers are online merchants ("Merchants") who use us to measure and deliver conversion data for their stores.

We act in two distinct roles, and this policy is organized around them.

1. Where we are the controller: Merchants and site visitors

When you create a TrackAtlas account, visit trackatlas.io, or contact us, we are the controller of your data.

What we collect: account details (name, email address, company), authentication data, billing details (processed by our payment processor; we do not store full card numbers), support communications, and basic usage and security logs (IP address, browser, actions in the dashboard).

Why: to provide and secure the Service (performance of contract), to bill you, to answer support requests, to prevent fraud and abuse (legitimate interest), to send service communications, and to comply with legal obligations. We do not sell your personal data and we do not use it for third-party advertising.

2. Where we are the processor: Shopper Data

When a Merchant connects a store, TrackAtlas processes data about that store's visitors and buyers ("Shopper Data") on the Merchant's behalf and instructions. The Merchant is the controller of Shopper Data; we are their processor and service provider.

What we process on Merchants' behalf: commerce events (page views, add-to-carts, checkouts, orders and order values), technical data (IP address, user agent, first-party identifiers), advertising click identifiers (such as Meta fbc and fbp, Google gclid, gbraid and wbraid), UTM parameters, and, where provided by the store, hashed contact details (such as email or phone) used by advertising platforms for match purposes. Contact details are hashed before transmission wherever the destination platform supports it.

What we do with it: record it for the Merchant's attribution reporting, and deliver conversion events to the advertising platforms the Merchant has explicitly connected (such as Meta, Google Ads and Pinterest). We process Shopper Data only to provide the Service; we do not sell it, we do not use it to build advertising profiles of our own, and we do not combine it across Merchants except in aggregated, de-identified form to operate and improve the Service.

Shopper rights: if you are a shopper, the store you visited is the controller of your data. Please direct access, deletion or objection requests to that store; we support Merchants in fulfilling them.

3. Sharing and service providers

We share personal data only with:

• advertising platforms the Merchant has connected, as their processor and on their instruction;
• service providers that help us run TrackAtlas: cloud hosting and databases, payment processing, transactional email, and error monitoring, each bound by contractual confidentiality and data-protection obligations;
• authorities, where required by law, and successors, in connection with a merger or sale of assets.

A current list of subprocessors is available on request.

4. International transfers

We are a United States company and process data in the United States and the European Union. Where personal data of individuals in the European Economic Area, the United Kingdom or Switzerland is transferred to a country without an adequacy decision, we rely on appropriate safeguards such as the European Commission's Standard Contractual Clauses.

5. Retention

Account data is kept for the life of the account and as required for legal and accounting purposes. Shopper Data is retained only as long as needed to provide the Service and its reporting to the Merchant, and is deleted or anonymized after the Merchant's account closes, subject to a reasonable wind-down period and legal requirements.

6. Security

We protect data with encryption in transit, encryption of sensitive credentials at rest, access controls, hashing of contact identifiers, and monitoring. No system is perfectly secure; we notify affected Merchants of incidents as required by law.

7. Cookies

The TrackAtlas dashboard uses strictly necessary cookies (session authentication, preferences such as theme). Our marketing website does not run third-party advertising trackers. The tracking technologies that TrackAtlas provides to Merchants run on the Merchants' stores under the Merchants' responsibility and their own cookie policies.

8. Your rights

Depending on your location, you may have rights to access, correct, delete, restrict or port your personal data, and to object to certain processing (including under the GDPR if you are in the EEA or UK, or under state privacy laws such as the CCPA if you are a California resident, which also gives you the right to know and the right to non-discrimination). Merchants and site visitors can exercise these rights by contacting us; shoppers should contact their store, as described above. You may also lodge a complaint with your local supervisory authority.

9. Children

The Service is not directed to children and we do not knowingly process children's data.

10. Changes

We may update this policy as the product and legal landscape evolve. Material changes will be announced through the Service. The effective date above always reflects the current version.

11. Data obtained from connected advertising accounts

When a Merchant connects an advertising account to TrackAtlas using that platform's authorization flow, the Merchant authorizes us to act on their behalf within that account. This section describes what we do with the data we obtain from it. It applies to Google Ads and Pinterest, and to any other platform connected the same way.

What we access. With the Merchant's authorization we read the conversion tracking configuration of their advertising account: the ad accounts they hold, with the names and currencies of those accounts; the conversion actions or conversion tags configured in them, with their identifiers and labels; and campaign performance and cost metrics. We also send to that same account the purchase and funnel events we measure on the Merchant's store.

Why. Solely to provide the Service to the Merchant who granted the access: to configure conversion tracking automatically and remove the transcription errors that manual setup causes, to deliver the conversions we measure to the Merchant's own advertising account, and to show campaign performance alongside those conversions in the Merchant's dashboard.

How we store it. Authorization tokens are encrypted at rest and are used only for the calls described above. We retain the conversion configuration we read so the Service can operate. We do not use data obtained from a connected advertising account for any purpose not described in this policy.

Sharing. We do not sell, rent or transfer data obtained from advertising platform APIs to any third party. We do not use it for our own advertising, to train models, or to build profiles of individuals.

Deletion. A Merchant may revoke access at any time from the TrackAtlas dashboard or from their account settings on the platform. On revocation the authorization token is deleted from our systems and we stop accessing the account.

12. Contact

DAX CAPITAL LLC, operating TrackAtlas. Privacy questions and requests: through the help center at trackatlas.io/help or your account contact.