Website measurement

Optional measurement helps us understand which website experiences are useful and where contact forms cause difficulty. You can allow or decline it in Measurement settings at the bottom of each page. Contact forms work with either choice.

What is measured when enabled

We use a random browser identifier and session identifier to connect page visits, experiment versions, selected link categories, form steps and page-speed diagnostics. We use broad traffic-source and device categories. We exclude contact field values, messages, complete referring URLs and query strings from our first-party measurement events. This does not identify you across devices.

With permission, production measurement may also send these event categories to Google Analytics. Google Analytics receives requests from your browser and uses its own analytics technology. Advertising features are disabled in this implementation. Browser privacy choices and blocked scripts can make reports incomplete.

Contact forms and business outcomes

When you submit a form, your contact details and message are handled separately through Netlify so Sparrow Group can respond. A verified form submission can create an analytics record containing an opaque reference and experiment metadata when you allowed measurement. Sparrow Group may privately record whether an inquiry was qualified, won or lost, using that reference. A click or a thank-you-page visit is not treated as a verified inquiry.

How long activity records are kept

Our first-party measurement targets a 90-day retention period from the date the server receives each activity record. An automated daily cleanup removes eligible older records, normally during the following day, and continues when new collection is paused. Processing failures can delay cleanup and require correction. This cleanup covers first-party activity and its opaque inquiry references; it does not delete the contact details and messages held separately so we can respond to your inquiry.

Private exports used for validation are managed separately and given a deletion date. Separately retained business correspondence and owner-recorded inquiry outcomes follow their own business-record retention decisions. The daily activity cleanup does not delete those local copies or business records. Google Analytics also has its own retention settings and processing rules.

Your choice

The measurement preference lasts up to one year and the random browser identifier up to 180 days. Withdrawal stops future collection, removes this implementation's browser identifiers and returns you to the default website experience. Previously collected records are not automatically erased by changing the browser preference.

This page describes the measurement implementation; it is not a complete statement of all business data practices. Questions can be sent to trevor@sparrowgroup.tech.