Privacy policy

Wardly ("Wardly", "we", "us") deploys and configures first-party web analytics for business clients. The system records website visitor behaviour, computes a behavioural score, and — where a conversion model has been trained — estimates the likelihood a visitor will complete that client's chosen conversion event.

This policy explains what data we process, why we process it, and the choices available to the businesses we work with (our "clients") and to their website visitors.

Wardly is deployed to run under the client's own setup rather than from a third-party ad-tech domain. We do not operate a cross-site advertising identifier, we do not sell visitor data, and we do not share visitor-level data between unrelated clients.

Once a deployment is live, we process the following on the client's behalf:

• Standard traffic data: pageviews, sessions, referrers, UTM parameters, device and browser type.
• Behavioural signals: scroll depth, active versus idle time, tab-visibility changes, and pages per session.
• Conversion events the client has defined, and any parameters attached to them.
• A randomly generated visitor identifier stored in the visitor's browser, used only to group sessions from the same browser. It is not tied to a real-world identity by Wardly.

We do not knowingly collect names, postal addresses or payment details through the tracking layer. Where a client configures conversion event parameters that include personal data, that is the client's decision and the client is responsible for it and for their own compliance obligations.

To operate client accounts we process the account holder's name, email address and a hashed password. We never store passwords in plain text.

Where you contact us through this website or request a scoping call, we process the details you submit — including your email address, website and the answers you give — in order to reply and to assess whether an engagement is a fit.

Behavioural scores are computed with a transparent, rule-based formula from the signals listed above. Conversion-likelihood estimates are produced by a model trained only on that client's own visitor data, for that client's chosen conversion event. Models are never pooled across clients.

Clients can request deletion of their account and associated visitor data at any time by contacting us. Scoping-call requests and contact form submissions are retained only as long as needed to respond to the enquiry and to keep a record of the engagement.

Wardly acts as a data processor on behalf of the client whose website you visited. If you want to opt out of measurement on a specific site, contact the operator of that site directly, since they determine what is collected and why.

Questions about this policy, or a data request, can be sent through our contact page and will be answered by the team directly.