Pēq Privacy Policy

Last updated: August 24, 2026

This Privacy Policy applies only to peq.ai, our public marketing website (the “Website”), and to visitors, prospective customers, and other individuals who interact with the Website, including through our demo request, free incrementality audit, and newsletter sign-up forms. This Privacy Policy does not apply to data that a client submits to, or makes accessible to, Pēq under a signed services agreement in order to receive the Pēq measurement and analytics platform (available at app.go-peq.com). That data is governed exclusively by the applicable services agreement and any information security or data processing addendum in corporated into it, and is further described in Pēq’s Client Privacy Statement.

This Privacy Policy describes Our policies and procedures on the collection, use, and disclosure of Your information when You use the Website and tells You about Your privacy rights and how the law protects You.

We use Your Personal Data to provide and improve the Website and our Services. By using the Website, You agree to the collection and use of information in accordance with this Privacy Policy.

Interpretation and Definitions

Interpretation

The words of which the initial letter is capitalized have meanings defined under the following conditions. The following definitions shall have the same meaning regardless of whether they appear in singular or in plural.

Definitions

For the purposes of this Privacy Policy:

  • Account means a unique account created for You to access the Website or parts of the Website.
  • Business, for the purpose of the CCPA (California Consumer Privacy Act), refers to the Company as the legal entity that collects Consumers’ personal information and determines the purposes and means of the processing of Consumers’ personal information, or on behalf of which such information is collected and that alone, or jointly with others, determines the purposes and means of the processing of consumers’ personal information, and that does business in the State of California.
  • Company (referred to as either “the Company”, “We”, “Us” or “Our” in this Privacy Policy) refers to Pēq (Incrementology, Inc.), 318 W Adams St, Ste 1600 PMB 2017, Chicago, IL 60606. For the purpose of the GDPR, the Company is the Data Controller with respect to personal information collected through the Website, as described in this Privacy Policy. Where Pēq processes personal information on behalf of a client under a services agreement—for example, account information of a client’s authorized users of the Pēq platform—Pēq acts as a service provider (CCPA) or processor (GDPR), and that processing is described in Pēq’s Client Data Privacy Statement rather than this Privacy Policy.
  • Client Data Privacy Statement means Pēq’s separate statement describing how Pēq processes data on behalf of its clients under a services agreement, available upon request from your Pēq account representative.
  • Consumer, for the purpose of the CCPA, means a natural person who is a California resident. A resident, as defined in the law, includes (1) every individual who is in California for other than a temporary or transitory purpose, and (2) every individual who is domiciled in California who is outside California for a temporary or transitory purpose.
  • Cookies are small files that are placed on Your computer, mobile device, or any other device by a website, containing details of Your browsing history on that website among other uses.
  • Data Controller, for the purposes of the GDPR, refers to the Company as the legal person which alone or jointly with others determines the purposes and means of the processing of Personal Data.
  • Device means any device that can access the Website, such as a computer, a cellphone, or a digital tablet.
  • Personal Data is any information that relates to an identified or identifiable individual. For the purposes of GDPR, Personal Data means any information relating to You such as a name, an identification number, location data, an online identifier, or one or more factors specific to Your physical, physiological, genetic, mental, economic, cultural, or social identity. For the purposes of the CCPA, Personal Data means any information that identifies, relates to, describes, or is capable of being associated with, or could reasonably be linked, directly or indirectly, with You.
  • Sale, for the purpose of the CCPA, means selling, renting, releasing, disclosing, disseminating, making available, transferring, or otherwise communicating orally, in writing, or by electronic or other means, a Consumer’s personal information to another business or a third party for monetary or other valuable consideration.
  • Share, for the purpose of the CCPA as amended by the CPRA, means sharing, renting, releasing, disclosing, disseminating, making available, transferring, or otherwise communicating a Consumer’s personal information to a third party for cross-context behavioral advertising, whether or not for monetary or other valuable consideration.
  • Sensitive Personal Information, for the purpose of the CPRA, means personal information that reveals a Consumer’s government identifiers, financial account access credentials, precise geolocation, racial or ethnic origin, religious or philosophical beliefs, union membership, the contents of mail, email, or text messages, genetic data, biometric information used for identification, health information, or sex life or sexual orientation.
  • Website refers to peq.ai, accessible from https://peq.ai/.
  • Service Provider means any natural or legal person who processes data on behalf of the Company. It refers to third-party companies or individuals engaged by the Company to facilitate the Website, to provide the Website on behalf of the Company, to perform services related to the Website, or to assist the Company in analyzing how the Website is used. For the purpose of the GDPR, Service Providers are considered Data Processors.
  • Usage Data refers to data collected automatically, either generated by use of the Website or from the Website’s infrastructure itself (for example, the duration of a page visit).
  • You means the individual accessing or using the Website, or the company, or other legal entity on behalf of which such individual is accessing or using the Website, as applicable. Under GDPR, You can be referred to as the Data Subject or as the User.

Collecting and Using Your Personal Data

Types of Data Collected

Personal Data. While using Our Website, We may ask You to provide Us with certain personal information that can be used to contact or identify You, including:

  • Email address
  • First name and last name
  • Phone number
  • Company name and job title, where provided through our demo request or free incrementality audit forms
  • Email address and, where provided, first and last name, submitted through our blog newsletter sign-up form and sent through HubSpot

Usage Data. Usage Data is collected automatically when using the Website. It may include information such as Your device’s Internet Protocol (IP) address, browser type and version, the pages of the Website that You visit, the time and date of Your visit, the time spent on those pages, unique device identifiers, and other diagnostic data. We may also collect information that Your browser sends whenever You visit the Website or access it through a mobile device.

Tracking Technologies and Cookies

We use cookies and similar tracking technologies to track activity on the Website and to store certain information. The tools currently in use are Google Analytics (GA4) and a Google Ads conversion/remarketing pixel, both deployed via Google Tag Manager, and HubSpot (used for the meeting-scheduler embed and lead-capture forms). These technologies may include:

  • Cookies or Browser Cookies. A cookie is a small file placed on Your device. You can instruct Your browser to refuse all cookies or to indicate when a cookie is being sent; if You do not accept cookies, some parts of the Website may not function.
  • Web Beacons. Certain sections of the Website and Our emails may contain small electronic files known as web beacons (also called clear gifs, pixel tags, and single-pixel gifs) that permit the Company to count users who have visited those pages or opened an email, and to compile other related statistics.

Cookies can be “Persistent” or “Session” cookies. Persistent cookies remain on Your device after You go offline; session cookies are deleted as soon as You close Your browser. We use both for the purposes set out below:

Necessary / Essential Cookies.

Type: Session Cookies. Administered by: Us. Purpose: essential to provide services available through the Website and to enable You to use its features.

Functionality Cookies.

Type: Persistent Cookies. Administered by: Us. Purpose: allow Us to remember choices You make when using the Website, such as language preference, to provide a more personal experience.

Tracking and Performance Cookies.

Type: Persistent Cookies. Administered by: Third Parties, namely Google (Google Analytics (GA4) and Google Ads) and HubSpot. Purpose: track information about traffic to the Website and how visitors use it; this information may directly or indirectly identify You because it is typically linked to a pseudonymous identifier associated with Your device. We may also use these cookies to test new pages, features, or functionality to see how visitors respond.

Your Cookie Choices.

You can control non-essential cookies and similar tracking technologies at any time. When You first visit the Website, You will be presented with a cookie preference tool that lets You accept, reject, or customize cookies by category, other than cookies that are strictly necessary to operate the Website, which cannot be disabled because the Website will not function properly without them. Closing or dismissing that tool without making an affirmative selection does not constitute consent, and rejecting a category of cookies takes effect immediately and requires no more steps than accepting it. You may change Your selection at any time by returning to the cookie preference tool or by adjusting Your browser settings to block or delete cookies, though doing so may affect the availability or functionality of some parts of the Website. Where a cookie or similar technology described above results in a “sale” or “share” of Your personal information under the CCPA/CPRA, or a comparable right under another applicable state privacy law, We treat Your rejection of that cookie category, or a Global Privacy Control (GPC) signal received from Your browser or a supported browser extension, as a valid request to opt out, and We will apply that opt-out on a going-forward basis for the browser and device from which it was received.

Use of Your Personal Data

The Company may use Personal Data for the following purposes:

  • To provide and maintain the Website and our Services, including to monitor its usage.
  • To manage Your Account: to manage Your registration as a user of the Website, where applicable.
  • For the performance of a contract: the development, compliance, and undertaking of any services agreement You enter into with Us in connection with the Website.
  • To contact You: by email, telephone, or other equivalent forms of electronic communication regarding updates or informative communications related to the Website or Our services, including security updates, when necessary or reasonable.
  • To provide You with news, special offers, and general information about goods, services, and events which We offer that are similar to those You have already inquired about, unless You have opted not to receive such information.
  • To manage Your requests: to attend to and manage Your requests to Us, including demo and free incrementality audit requests.
  • To deliver targeted advertising to You: We use Google Ads and Google Analytics to develop and display advertising tailored to Your interests and to measure its effectiveness, as described further below.
  • For business transfers: We may use Your information to evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of Our assets.
  • For other purposes: such as data analysis, identifying usage trends, determining the effectiveness of Our promotional campaigns, and evaluating and improving the Website and Our marketing.

Sharing of Your Personal Data

We may share Your personal information in the following situations:

  • With Service Providers: We share Your personal information with Service Providers—currently Google (Analytics and Ads) and HubSpot, and HubSpot the provider of our blog newsletter sign-up form—to monitor and analyze use of the Website, to advertise on third-party websites to You after You have visited the Website, to contact You or schedule meetings, and to send newsletters You request.
  • For business transfers: We may share or transfer Your personal information in connection with, or during negotiations of, any merger, sale of Company assets, financing, or acquisition of all or a portion of Our business.
  • With Your consent: We may disclose Your personal information for any other purpose with Your consent.

Retention of Your Personal Data

We retain each category of Personal Data only for as long as reasonably necessary for the purposes described in this Privacy Policy, applying the following criteria:

  • Information You submit through Website forms (e.g., demo requests, the free incrementality audit, or newsletter sign-up) is retained for as long as reasonably necessary to respond to Your inquiry and, where You become a client contact, for the duration of the resulting business relationship plus a limited period thereafter for recordkeeping, audit, and legal-compliance purposes.
  • Usage Data collected through cookies and similar technologies is retained according to the retention window configured in Our analytics and advertising platforms
  • We will retain and use Personal Data to the extent necessary to comply with Our legal obligations, resolve disputes, and enforce Our legal agreements and policies, even where the criteria above would otherwise call for earlier deletion.

Transfer of Your Personal Data

Your information, including Personal Data, is processed at the Company’s operating offices and in any other locations where parties involved in the processing are located. This means Your information may be transferred to, and maintained on, computers located outside of Your state, province, country, or other governmental jurisdiction where data protection laws may differ from those of Your jurisdiction. The Company will take all steps reasonably necessary to ensure Your data is treated securely and in accordance with this Privacy Policy, and no transfer of Your Personal Data will take place to an organization or country unless adequate controls are in place. Where We transfer Personal Data from the EEA, the United Kingdom, or Switzerland to the United States or another country that has not received an adequacy decision, We rely on an appropriate transfer mechanism, such as the European Commission’s Standard Contractual Clauses (and the UK International Data Transfer Addendum, where applicable), together with supplementary measures where required. You may request a copy of the safeguards We use by contacting Us at info@peq.ai.

Disclosure of Your Personal Data

Business Transactions

If the Company is involved in a merger, acquisition, or asset sale, Your Personal Data may be transferred. We will provide notice before Your Personal Data becomes subject to a different Privacy Policy.

Law Enforcement

Under certain circumstances, the Company may be required to disclose Your Personal Data if required to do so by law or in response to valid requests by public authorities.

Other Legal Requirements

The Company may disclose Your Personal Data in the good-faith belief that such action is necessary to comply with a legal obligation, protect the rights or property of the Company, prevent or investigate wrongdoing in connection with the Website, protect personal safety, or protect against legal liability.

Security of Your Personal Data

The security of Your Personal Data is important to Us, but no method of transmission over the Internet or method of electronic storage is 100% secure. We maintain technical and organizational measures appropriate to the risk of the processing, including encryption of Personal Data in transit, access controls, and limiting access to Personal Data to personnel who need it to perform their roles. While We strive to use commercially reasonable means to protect Your Personal Data, We cannot guarantee its absolute security.

Detailed Information on the Processing of Your Personal Data

The Service Providers We use may have access to Your Personal Data. These third-party vendors collect, store, use, process, and transfer information about Your activity on the Website in accordance with their own privacy policies.

Analytics

We use Google Analytics (GA4), deployed via Google Tag Manager, to track and report on Website traffic and usage. Google uses the data collected to track and monitor use of the Website, and this data is shared with other Google services. Google may use the collected data to contextualize and personalize the ads of its own advertising network. You can opt out of having Your activity on the Website made available to Google Analytics by installing the Google Analytics opt-out browser add-on (https://tools.google.com/dlpage/gaoptout). For more information on Google’s privacy practices, see https://policies.google.com/privacy.

Email Marketing

We use Your Personal Data, where You have provided it (for example, by subscribing to Our blog through the newsletter sign-up form on the blog page), to contact You with newsletters, marketing, or promotional materials that may be of interest to You, through Our email marketing platform. You may opt out of receiving any or all such communications by following the unsubscribe link or instructions in any email We send, or by contacting Us.

Behavioral Remarketing

The Company uses remarketing services to advertise to You after You have accessed or visited the Website. We and Our third-party vendor, Google Ads, use cookies and non-cookie technologies to recognize Your device and understand how You use the Website, so We can serve You advertisements likely to be of interest to You. This enables Us to measure and analyze traffic and browsing activity on the Website, show advertisements for Our services on third-party websites or apps, and measure and analyze the performance of Our advertising campaigns.

Where enabled in Our advertising platform configuration, We may share hashed or pseudonymous identifiers (such as a hashed email address or phone number) with Google Ads to allow it to recognize and deliver ads to You across devices and browsers.

You can opt out of interest-based advertising using the following tools:

  • The NAI’s opt-out platform: http://www.networkadvertising.org/choices/
  • The EDAA’s opt-out platform: http://www.youronlinechoices.com/
  • The DAA’s opt-out platform: http://optout.aboutads.info/?c=2&lang=EN
  • The Google Ads Settings page: http://www.google.com/settings/ads

You may also opt out of all personalized advertising by enabling privacy features on Your mobile device, such as Limit Ad Tracking (iOS) and Opt Out of Ads Personalization (Android).

GDPR Privacy

Legal Basis for Processing Personal Data under GDPR

We may process Personal Data under the following conditions: consent; performance of a contract; compliance with a legal obligation; and Our legitimate interests, provided Your fundamental rights do not override those interests. In practice, We rely on Your consent to set non-essential cookies and similar tracking technologies and to send You marketing communications and newsletters; on the performance of a contract to administer any Account You create and any services agreement You enter into with Us; on compliance with a legal obligation to respond to lawful requests from public authorities and to meet Our recordkeeping and audit obligations; and on Our legitimate interests in operating, securing, and improving the Website, in responding to and managing Your demo, free incrementality audit, and other inquiries, in understanding aggregate usage of the Website, in preventing fraud and misuse, and in marketing Our services to business contacts. Upon request, we will gladly help clarify the specific legal basis that applies, in particular whether provision of Personal Data is a statutory or contractual requirement.

Your Rights under the GDPR

If You are in the European Economic Area (EEA), the United Kingdom, or Switzerland, You have the right to: request access to Your Personal Data; request correction of inaccurate or incomplete Personal Data; request restriction of Our processing of Your Personal Data in the circumstances permitted by law; object to processing based on Our legitimate interests, including for direct marketing; request erasure of Your Personal Data where there is no good reason for Us to continue processing it; request the transfer of Your Personal Data in a structured, machine-readable format; and withdraw Your consent at any time where We rely on consent, without affecting the lawfulness of processing carried out before the withdrawal. We do not use Your Personal Data to make decisions based solely on automated processing that produce legal effects concerning You or similarly significantly affect You. You may exercise these rights by contacting Us at info@peq.ai. We may ask You to verify Your identity before responding. We will respond without undue delay and in any event within one month of receiving Your request, which We may extend by up to two further months where the request is complex or numerous, in which case We will inform You of the extension and the reasons for it. We do not charge a fee for exercising these rights unless Your request is manifestly unfounded or excessive. You also have the right to complain to a Data Protection Authority in the EEA, the United Kingdom, or Switzerland about Our collection and use of Your Personal Data.

CCPA / CPRA Privacy

This section supplements the rest of this Privacy Policy and applies solely to visitors, users, and others who reside in the State of California.

Categories of Personal Information Collected

Cat.

Category (as defined by the CCPA)

Collected

Notes

A

Identifiers (e.g., name, postal address, unique personal identifier, online identifier, IP address, email address, account name)

Yes

B

California Customer Records (Cal. Civ. Code § 1798.80(e))

Yes

Limited to name, address, and telephone number provided directly by You through our forms. We do not collect Social Security numbers, driver’s license or state ID numbers, financial account or payment card numbers, or medical or health insurance information through the Website.

C

Protected classification characteristics

No

D

Commercial information

No

E

Biometric information

No

F

Internet or other similar network activity (e.g., interaction with the Website)

Yes

G

Geolocation data

No

Approximate, IP-derived location data, where collected, is addressed under Category F.

H

Sensory data

No

I

Professional or employment-related information

No

J

Non-public education information

No

K

Inferences drawn from other personal information

No

Sources of Personal Information

We obtain the categories of personal information listed above directly from You (for example, through forms You complete on the Website), automatically (through cookies and similar technologies as You navigate the Website), and from Our Service Providers (Google, HubSpot, and the blog newsletter platform).

Use of Personal Information for Business or Commercial Purposes

We use personal information We collect to operate the Website, to provide You with support and respond to Your inquiries (including demo and free incrementality audit requests), to fulfill the reason You provided the information, to respond to legal requirements, for internal administrative and auditing purposes, and to detect and prevent security incidents and fraudulent or illegal activity.

Disclosure of Personal Information for Business or Commercial Purposes

We may disclose, and may have disclosed in the last twelve (12) months, the following categories of personal information for business purposes: Category A (Identifiers), Category B (California Customer Records, scoped as described above), and Category F (Internet or other similar network activity). When We disclose personal information for a business purpose, We enter into a contract describing the purpose and requiring the recipient to keep it confidential and not use it except to perform the contract.

Sale and Share of Personal Information

We do not sell personal information for monetary consideration. As defined by the CCPA, however, “share” also includes disclosing personal information to a third party for cross-context behavioral advertising, regardless of whether money changes hands. Our use of Google Ads and Google Analytics for remarketing and ad-conversion measurement, as described above under “Behavioral Remarketing,” may constitute a “share” of personal information:

We may share the personal information identified above with the following categories of third parties: Service Providers (Google, HubSpot); and third parties to whom You or Your agents authorize Us to disclose Your personal information in connection with services We provide to You.

Sensitive Personal Information

We do not collect Sensitive Personal Information, as defined by the CPRA (e.g., government identifiers, precise geolocation, account credentials, or health information), through the Website. Because We do not collect Sensitive Personal Information, the right to limit its use and disclosure described below does not currently apply to Website visitors; We will update this section if that changes.

Sale or Sharing of Personal Information of Minors Under 16 Years of Age

We do not knowingly collect personal information from minors under the age of 16 through the Website. We do not sell or share the personal information of Consumers We actually know are less than 16 years of age, unless We receive affirmative authorization from the Consumer (if between 13 and 16) or a parent or guardian (if under 13).

Your Rights under the CCPA

If You are a California resident, You have the right to:

  • notice of the categories of Personal Data collected and the purposes for which it is used;
  • request disclosure of Our collection, use, sale, and sharing of Your personal information;
  • request the specific pieces of Personal Data We have collected about You, delivered in a portable and, to the extent technically feasible, readily useable format;
  • limit the use and disclosure of Your Sensitive Personal Information, to the extent We collect it (as described above, We do not currently collect Sensitive Personal Information through the Website);
  • request correction of inaccurate Personal Data that We maintain about You;
  • opt out of the sale or sharing of Your Personal Data;
  • request deletion of Your Personal Data, subject to certain exceptions; and
  • not be discriminated against for exercising any of these rights.

Exercising Your CCPA Data Protection Rights

You may exercise Your rights under the CCPA by contacting Us by email at info@peq.ai. Only You, or a person authorized to act on Your behalf, may make a verifiable request. An authorized agent must either be registered with the California Secretary of State or provide Us with written permission signed by You, and We may require You to verify Your own identity directly with Us. We will disclose and deliver the required information free of charge within 45 days of receiving Your verifiable request, for up to two requests in any twelve-month period (extendable once by an additional 45 days when reasonably necessary, in which case We will notify You of the extension). You may also request information about Personal Data We collected on or after January 1, 2022 beyond the twelve-month period preceding Your request, unless doing so would be impossible or would involve disproportionate effort.

Do Not Sell or Share My Personal Information

You have the right to opt out of the sale or sharing of Your personal information. To exercise this right or contact Us at info@peq.ai. We also recognize the Global Privacy Control (GPC) and will treat a GPC signal received from Your browser or a supported browser extension as a valid request to opt out of sale/sharing for that browser. Any opt-out is specific to the browser and device You use. We will wait at least twelve (12) months before asking You to reauthorize the sale or sharing of Your personal information, and We will not discriminate against You for exercising this right.

Other U.S. State Privacy Rights

If You reside in a state that has enacted a comprehensive consumer privacy law (for example, Virginia, Colorado, Connecticut, or other states with similar laws), You may have rights similar to those described above, including rights to access, correct, delete, and port Your personal data, and to opt out of targeted advertising, the sale of personal data, or profiling in furtherance of decisions that produce legal or similarly significant effects concerning You. You may exercise these rights by contacting Us at info@peq.ai. If We decline to act on Your request, We will inform You of the reason and of Your right to appeal. To appeal, reply to Our response or contact Us at info@peq.ai with the subject line “Privacy Rights Appeal.” We will respond to Your appeal in writing within the period required by applicable law, and if We deny the appeal We will provide You with a method to contact Your state Attorney General to submit a complaint. Where required by applicable law, We honor recognized universal opt-out mechanisms, including the Global Privacy Control.

Children’s Privacy

Our Website does not address anyone under the age of 13. We do not knowingly collect personally identifiable information from anyone under the age of 13. If You are a parent or guardian and are aware Your child has provided Us with Personal Data, please contact Us, and We will take steps to remove that information from Our servers.

Links to Other Websites

Our Website may contain links to other websites that are not operated by Us. If You click a third-party link, You will be directed to that third party’s site. We strongly advise You to review the privacy policy of every site You visit. We have no control over and assume no responsibility for the content, privacy policies, or practices of any third-party sites or services.

Changes to this Privacy Policy

We may update this Privacy Policy from time to time. We will notify You of any changes by posting the new Privacy Policy on this page and updating the “Last updated” date above. You are advised to review this Privacy Policy periodically for any changes.

Contact Us

If You have any questions about this Privacy Policy, or about the Website’s data practices, You can contact Us by email at info@peq.ai. If Your question relates to data Pēq processes on behalf of a client under a services agreement, please see Pēq’s Client Data Privacy Statement or contact Your Pēq account representative directly.