Privacy Policy

1. Who we are

This website, www.primevaluesoftware.com (the "Site"), is operated by Primevaluesoftware Ltd ("we", "us", "our"), a company registered in England and Wales.

Registered address: 392 Westerton Road, WF3 1BB

If you have any questions about this Privacy Policy or how we handle your personal data, you can contact us at:

Email: accounts@primevaluesoftware.com

We are the "data controller" of the personal data described in this policy, meaning we decide how and why it is processed. We process personal data in accordance with the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018, and the Privacy and Electronic Communications Regulations (PECR).

2. What personal data we collect

We collect personal data in two main ways:

a) Information you give us directly

When you submit our demo request form, we collect:

• Your name
• Your email address
• Your phone number
• Any other details you choose to include in the form

We use this information to respond to your enquiry and arrange a product demonstration.

b) Information collected automatically through cookies and tracking technologies

When you visit the Site, we (via the third-party tools listed below) may automatically collect:

• Your IP address (which may be truncated/anonymised)
• Device and browser information
• Pages viewed, time on page, referral source, and general browsing behaviour
• Approximate location (derived from IP address)
• Marketing/advertising identifiers used to measure ad performance

Where you submit the demo request form, and where consent is given, your name, email address, and phone number may also be shared with our advertising partners in hashed (encrypted) form via server-side tracking (Meta Conversions API), so that they can measure how well our advertising performs. See Section 4 for details.

3. Consent management

We use Cookiebot as our Consent Management Platform (CMP). When you first visit the Site, a cookie banner will ask you to accept, reject, or customise which categories of cookies and tracking technologies you consent to.

• Strictly necessary cookies (needed to run the Site) are used regardless of consent, as permitted under PECR.
• Analytics cookies (Google Analytics 4) and advertising/tracking technologies (Meta Pixel and Conversions API) are only activated after you give consent through the Cookiebot banner.
• You can withdraw or change your consent at any time by reopening the cookie settings, usually available via a link in the site footer or by clearing your browser's cookies and revisiting the Site.

Your consent choices are recorded and stored by Cookiebot to demonstrate compliance with UK data protection law.

4. Third-party tools we use

Where personal data is shared with Meta or Google for advertising/analytics purposes, identifying details (such as email address and phone number) are cryptographically hashed before being sent, so that Meta and Google cannot read them directly — they are used only to match events to advertising campaigns.

International transfers

Google and Meta may process data on servers located outside the UK, including in the United States. Where this happens, both companies rely on legal safeguards recognised under UK GDPR — such as the UK's International Data Transfer Addendum to the EU Standard Contractual Clauses, or equivalent mechanisms — to ensure your data receives an adequate level of protection. You can find more detail in Google's and Meta's own privacy and data processing documentation.

5. Why we process your data (legal basis)

Where our processing relies on consent, you have the right to withdraw that consent at any time, as described in Section 3.

6. How long we keep your data

• Demo request/contact form data: retained for as long as reasonably necessary to respond to your enquiry and maintain a record of our communications with you, after which it is deleted or anonymised.
• Google Analytics 4 data: retained in accordance with GA4's default retention setting, currently 14 months from collection, after which it is automatically deleted by Google.
• Meta Pixel/CAPI data: retained in accordance with Meta's standard data retention practices, as set out in Meta's own data policy.
• Consent records (Cookiebot): retained for as long as necessary to demonstrate compliance with consent requirements, typically for the duration of your consent status plus a reasonable evidentiary period.

7. Your rights

Under UK data protection law, you have the right to:

• Access the personal data we hold about you
• Rectify inaccurate or incomplete data
• Erase your data ("right to be forgotten"), in certain circumstances
• Restrict how we use your data
• Object to processing based on legitimate interests or for direct marketing
• Data portability — receive your data in a portable format, where applicable
• Withdraw consent at any time, where processing is based on consent

To exercise any of these rights, contact us at accounts@primevaluesoftware.com. We will respond within one month, as required by law.

8. Complaints

If you're unhappy with how we've handled your personal data, please contact us first so we can try to resolve it. You also have the right to lodge a complaint with the UK's data protection regulator:

Information Commissioner's Office (ICO)

Website: https://ico.org.uk

Telephone: 0303 123 1113

9. Changes to this policy

We may update this Privacy Policy from time to time to reflect changes in our practices or legal requirements. The "Last updated" date at the top of this page will show when it was last revised. We encourage you to review this page periodically.

10. Contact us

Primevaluesoftware Ltd

392 Westerton Road, WF3 1BB

Email: accounts@primevaluesoftware.com