Privacy Policy

1. Introduction

Apex Analytix Consulting Inc. ("we," "us," or "our") is committed to protecting your privacy. This Privacy Policy describes how we collect, use, disclose, and safeguard your personal information when you visit our website or engage with our AI-powered business analytics and consulting services. Our registered office is located at 350 Bay Street, Suite 700, Toronto, ON M5H 2S6, Canada. For any questions regarding this policy, you may contact us at [email protected] or call +1 (416) 849-7320.

This policy applies to all visitors of our website, individuals who submit inquiry forms, and clients who engage our professional services. By using our website, you acknowledge that you have read and understood this Privacy Policy. We encourage you to review this document periodically, as it may be updated from time to time. Changes will be communicated via a banner on our homepage at least 14 days before taking effect.

We comply with the Personal Information Protection and Electronic Documents Act (PIPEDA), Canada's Anti-Spam Legislation (CASL), the General Data Protection Regulation (GDPR) where applicable to users in the European Economic Area and the United Kingdom, and all relevant provincial privacy legislation.

2. What Data We Collect

We collect the following categories of personal data depending on how you interact with our website and services:

• Full name — provided when you submit a contact form or register for a consultation
• Email address — provided for communication purposes
• Phone number — optionally provided for follow-up calls
• IP address — collected automatically when you visit our website
• Browser type and version — collected via analytics tools
• Device type and operating system — used to optimize your browsing experience
• Cookies and tracking identifiers — including first-party and third-party cookies
• Usage data — pages visited, time on site, click paths, and referral sources
• Form submission content — the text and details you provide in inquiry forms
• Conversion events — form submissions, phone calls initiated, and other measurable actions

3. Cookie Categories

We classify cookies used on this website into three distinct categories. You may manage your cookie preferences at any time by clicking Manage cookie preferences.

4. Marketing Cookies — Detailed Disclosures

a) Third-party ad serving: Third-party vendors, including Google, use cookies to serve ads based on a user's previous visits to this website and other sites on the internet.

b) Advertising partners: We may work with advertising partners such as Google and Meta to deliver advertisements tailored to your interests across various websites and platforms.

c) Remarketing: We may use remarketing services to advertise to previous visitors of our website. After visiting our site, you may see our ads on other websites, apps, or platforms you visit.

d) YouTube and Display Network: Advertisements may appear across Google services including YouTube, Gmail, and the Google Display Network.

e) Tracking technologies: We use the following tracking technologies on this website:

• Cookies (first-party and third-party)
• Tracking pixels (Google Ads tag / gtag.js, Meta Pixel)
• Device identifiers (browser fingerprint, IP address)
• Conversion event tags

f) Advertising measurement: We use conversion tracking to understand which advertisements lead to actions on our website — such as form submissions, calls, or purchases. This allows us to measure campaign effectiveness and allocate budget appropriately. Conversion data may be shared with Google Ads and Meta.

g) Technologies in use: Advertising and analytics technologies active on this site:

• Google Ads (gtag.js / Google Tag Manager)
• Google Analytics 4
• Google Remarketing Tag
• Meta Pixel (Facebook / Instagram)

h) Opt-out from personalized advertising: You may opt out of personalized advertising at any time:

• Google Ads Settings: https://adssettings.google.com
• Your Online Choices (EU): https://www.youronlinechoices.eu
• Network Advertising Initiative: https://optout.networkadvertising.org
• Digital Advertising Alliance: https://optout.aboutads.info

Opting out does not remove ads entirely — you will continue to see non-personalized advertisements.

i) Cookie preference management: You can manage your cookie preferences at any time by clicking the "Manage cookie preferences" link in the footer of any page on our website. This will open a panel where you can accept or reject each cookie category independently.

5. Consent Requirements

Our cookie consent banner offers three options: "Accept All," "Reject Non-Essential," and "Manage Preferences." Analytics and marketing cookies are not activated until you click "Accept All" or explicitly enable them through the preferences panel. Your choice is stored in your browser's local storage for 12 months. The consent banner can be dismissed without accepting — in that case, only essential cookies remain active. The banner links directly to this Privacy Policy.

By clicking "Accept All Cookies," you consent to the storing of cookies on your device for analytics and advertising purposes, including personalized advertising delivered by Google and Meta. You may withdraw consent at any time through the cookie preferences panel without affecting the lawfulness of processing that occurred before withdrawal.

EEA / UK Users: Users in the European Economic Area and the United Kingdom receive this consent notice in compliance with the General Data Protection Regulation (GDPR) and UK GDPR. Marketing and analytics cookies are activated solely after explicit, informed, freely given consent under GDPR Article 6(1)(a). Consent is recorded with a timestamp and may be audited upon request.

You may withdraw consent at any time by clicking "Manage cookie preferences" in the website footer, or by clearing cookies via your browser settings. Withdrawal does not affect processing that occurred while consent was valid.

6. Legal Basis for Processing (GDPR Art. 6)

For each category of data we process, the corresponding legal basis is as follows:

• Contact form data: Consent (Art. 6.1.a) and, where a service relationship exists, performance of a contract (Art. 6.1.b)
• Analytics data: Consent (Art. 6.1.a)
• Marketing/remarketing data: Consent (Art. 6.1.a)
• Security and fraud prevention: Legitimate interest (Art. 6.1.f)

7. Data Sharing with Advertising Partners

We share certain data with advertising partners for campaign delivery and measurement. Recipients and the data categories shared include:

• Google LLC: Cookie identifiers, conversion events, anonymized behavioral data, remarketing lists. Governed by Google's Privacy Policy: https://policies.google.com/privacy
• Meta Platforms, Inc.: Pixel events, conversion data, custom audiences. Governed by Meta's Data Policy: https://www.facebook.com/privacy/policy

We do not sell personal data. All transfers to Google and Meta operate under Standard Contractual Clauses where applicable. Data is processed for ad targeting and campaign measurement only — not resold to unaffiliated third parties.

Google and Meta may use this data across their own platforms in accordance with their respective policies. We encourage users to review those policies directly.

8. Lead Forms and Contact Requests

When you submit a contact form, request a quote, or register interest in our services, we collect the information you provide. This typically includes: full name, email address, phone number, and your message.

Legal basis: Consent (GDPR Art. 6.1.a) and, where a service relationship exists, performance of a contract (GDPR Art. 6.1.b).

Retention: Form submission data is retained for up to 2 years from the date of submission, unless a longer period is required by applicable law.

You may request deletion of your data at any time by contacting us at [email protected].

A link to this Privacy Policy appears adjacent to every submission button on this site. Submitting a form constitutes acknowledgment of this policy.

9. Google Services and Advertising

This website uses the following Google services:

• Google Analytics 4: Collects anonymized usage data, device info, and behavioral signals. IP anonymization is enabled. Data retention is set to 14 months. Users may opt out via the Google Analytics Opt-out Browser Add-on: https://tools.google.com/dlpage/gaoptout
• Google Ads Conversion Tracking: Records when a user completes a defined action (form submission, call, purchase) after clicking one of our ads. This data is used solely for measuring ad campaign performance.
• Google Remarketing: Allows us to show ads to previous visitors across Google's network. Remarketing lists are not created from sensitive data categories (health, finance, religion, sexual orientation).
• Google Tag Manager: Deploys tracking tags on our behalf. No personal data is collected by GTM itself; it acts as a container for the tags listed above.

Google's advertising products are governed by: https://policies.google.com/technologies/ads

10. Meta Advertising Services

This website uses the Meta Pixel to measure the effectiveness of our advertising on Facebook and Instagram. The pixel may record:

• Page views and time on site
• Specific conversion events (form submissions, purchases)
• Custom audience membership for retargeting purposes

We do not use the Meta Pixel to collect sensitive personal data, nor to target users based on health status, financial situation, religion, political views, sexual orientation, or any other special-category attribute prohibited under Meta's advertising policies.

Meta acts as an independent data controller for data collected via its Pixel and processed within its own platform. Refer to Meta's Data Policy: https://www.facebook.com/privacy/policy

To manage your ad preferences on Meta platforms, visit: https://www.facebook.com/adpreferences/

11. Retention Periods

We retain personal data only for as long as necessary to fulfil the purposes described in this policy. Specific retention periods by category:

12. International Data Transfers

Personal data collected through this website may be transferred to and processed in countries outside the European Economic Area, including the United States, where Google LLC and Meta Platforms, Inc. are based.

These transfers are conducted under Standard Contractual Clauses (SCCs) approved by the European Commission, which provide appropriate safeguards for personal data. A copy of the applicable SCCs can be requested by contacting us directly at [email protected].

13. User Rights (GDPR Articles 15-22)

If you are located in the EEA or UK, you have the following rights:

• Access (Art. 15): Request a copy of data we hold about you
• Rectification (Art. 16): Correct inaccurate or incomplete data
• Erasure (Art. 17): Request deletion ("right to be forgotten")
• Restriction (Art. 18): Limit how we process your data
• Portability (Art. 20): Receive your data in a structured, machine-readable format
• Objection (Art. 21): Object to processing based on legitimate interest
• Withdraw consent (Art. 7.3): Revoke consent at any time without penalty

To exercise any right, email us at [email protected]. We will respond within 30 days. You also have the right to lodge a complaint with your local supervisory authority:

• EU users: https://edpb.europa.eu
• UK users: https://ico.org.uk

Canadian residents may also file a complaint with the Office of the Privacy Commissioner of Canada at https://www.priv.gc.ca.

14. Prohibited Content Self-Declaration

This website does not promote, sell, or facilitate access to prohibited product or service categories including but not limited to: weapons, controlled substances, counterfeit goods, gambling services (unlicensed), adult content, or services that make misleading health or financial claims. All advertising conducted through Google Ads and Meta Ads complies with the respective platform policies in full.

15. Landing Page Integrity Statement

The content of this website accurately represents the products and services advertised. No bait-and-switch practices are employed. The experience delivered to users arriving from paid advertisements is identical to the experience for all other visitors. Cloaking, automatic redirects, and content variation by traffic source are not used on this website.

16. Children's Privacy

This website is not directed at individuals under the age of 16. We do not knowingly collect personal data from minors. If we discover that data has been collected from a person under 16 without verifiable parental consent, we will delete it promptly. Contact us at [email protected] if you believe we have received data from a minor.

17. Changes to This Policy

We may update this Privacy Policy from time to time to reflect changes in our practices, technologies, legal requirements, or other factors. Any material changes will be communicated via a prominent banner on our homepage a minimum of 14 days before the changes take effect. We encourage you to review this page periodically. The "Last Updated" date at the top of this page indicates when the most recent revisions were made.