Analytics Data Retention Policy
Last updated
This document describes how Flowtag collects, processes, and retains data on behalf of customers using the Flowtag analytics service. It covers data generated by visitors to websites and applications that have Flowtag installed.
For information about how Flowtag handles data when you visit flowtag.dev or create an account, see our Privacy Policy.
Questions? Reach us through flowtag.dev/contact.
1. What counts as analytics data#
Analytics data is information collected from visitors to your website or application via the Flowtag tracking script. We split it into two categories.
Visitor events#
We record interactions that occur on your site, such as:
- Page views and navigation
- Custom events you configure (e.g. button clicks, form submissions)
Each event record contains:
| Field | Description | Example |
|---|---|---|
event_name | Name of the action | pageview, button_click |
timestamp | Time of event (UTC) | 2024-11-15T14:22:10Z |
session_id | Pseudonymous session identifier | UUID v4, rotated each session |
visitor_id | Pseudonymous visitor identifier | Derived from cookie, not linked to personal data |
properties | Additional event parameters | {"page": "/pricing", "referrer": "google.com"} |
platform | Client type | web |
What we do NOT collect:
- Content entered by visitors (form fields, search queries)
- Full IP address (only the first two octets, or a hashed value)
- Personal identifiers (no email, no name) unless explicitly passed as a custom event property by you
Session and traffic metrics#
We collect aggregated signals per visitor session:
- Session duration and active time
- Page depth and navigation paths
- Device type and screen resolution (rounded to the nearest 100px)
- Country or region (derived from truncated IP — not precise geolocation)
- Referrer source and UTM parameters
2. How we pseudonymize data#
Visitor data is separated from any personal identity through pseudonymization:
Visitor identifiers — A cookie-derived UUID unique to each browser. It is not linked to a name, email, or any other personal identifier unless you explicitly pass one as a custom property.
IP addresses — We store only the first two octets (e.g. 195.150.x.x) or a salted one-way hash. Full IP addresses are never written to the analytics database.
Session identifiers — Generated fresh per session. Cannot be used to reconstruct a visitor's history without access to the mapping key.
Device data — Screen resolutions are rounded; browser versions are grouped (e.g. "Chrome 13x") to reduce fingerprint uniqueness.
3. Retention periods#
Retention periods for raw events and session data depend on your plan.
| Plan | Raw events & session metrics |
|---|---|
| Starter | 1 month |
| Pro | 4 months |
| Enterprise | Custom (agreed in contract) |
| Data type | Storage form | Retention |
|---|---|---|
| Raw events | Pseudonymous, per-event | Per plan (see above) |
| Session metrics | Pseudonymous, aggregated | Per plan (see above) |
| Aggregated data (no visitor link) | Fully anonymous | Indefinitely |
| Error logs | Pseudonymous | 90 days |
After the retention period, raw events are permanently deleted or irreversibly anonymized. Aggregated data that cannot identify any individual visitor is kept as historical data for your account.
4. Who can access analytics data#
Access to service data is strictly controlled:
- You (the customer) — full access to your tracker's data via the Flowtag dashboard
- Flowtag engineering team — access to raw events for debugging and support purposes only, with access logging
- Flowtag's infrastructure subprocessors — listed at flowtag.dev/legal/subprocessors, operating under signed Data Processing Agreements
Your analytics data is never:
- Sold or shared with third parties for commercial purposes
- Used to build advertising profiles
- Shared with other Flowtag customers
- Combined with external data sources to re-identify visitors
5. Infrastructure#
Flowtag runs its own analytics infrastructure, built from the ground up. No data is sent to external analytics platforms. All collection, processing, and storage happens within our controlled infrastructure on servers located in the European Union and the United States.
6. Your rights as a customer#
Deleting a tracker and its data#
When you delete a tracker from your Flowtag account:
- Immediately: data collection for that tracker stops
- Within 30 days: all raw events linked to that tracker are permanently deleted
- Permanently retained: anonymous aggregated data may remain as non-identifiable historical records
Requesting early deletion#
You can request deletion of all raw event data for any of your trackers before the standard retention period expires. Send the request through flowtag.dev/contact and we'll process it within 30 days.
Aggregated and anonymous data is not subject to deletion requests, as it contains no information that could identify any individual visitor.
Account cancellation#
When you cancel your Flowtag subscription or delete your account:
- Immediately: all trackers are deactivated and data collection stops
- Within 30 days: all raw event data linked to your account is permanently deleted
- Permanently retained: anonymous aggregated data may remain as non-identifiable historical records
7. Legal basis and responsibilities#
Flowtag acts as a data processor on your behalf. You, as the customer, are the data controller and are responsible for ensuring a lawful basis exists for collecting analytics data from your visitors (e.g. consent, legitimate interest).
Flowtag processes visitor data solely on your instruction, as described in our Data Processing Agreement.
8. Changes to this policy#
For material changes to how we collect or process analytics data, we'll notify you at least 30 days in advance by email or in-app notification.
9. Contact#
Flowtag Software
Contact form: flowtag.dev/contact