Metric on Fire ("the Service") is operated by Enavi ("we", "us"). The Service lets an ecommerce store owner connect their own Google Analytics 4 property and receive a free diagnostic report showing where their purchase funnel is losing customers. This policy explains what data we access, why, how long we keep it, and how you can remove it.
// Information we access
When you use the Service, we access the following:
- Your Google Analytics data. With your explicit consent, we read aggregated report data from the Google Analytics 4 property you select — funnel step counts, sessions, users, conversions, revenue totals, and related dimensions such as device, channel, landing page, and country. This is aggregated reporting data, not individual customer records.
- Your basic Google profile. Your name, email address, and profile picture, used to identify you and to send you your report.
- Information you give us. Details you optionally provide, such as your store URL, industry, revenue range, and your biggest conversion challenge.
- Basic usage data. Standard technical logs such as IP address, browser type, and timestamps, used to operate and secure the Service.
// How we use it
- To generate and display your funnel diagnostic report.
- To compare your results against anonymised, aggregated ecommerce benchmarks. Your data may contribute to those aggregate benchmarks in a form that cannot identify you or your store.
- To contact you about your report and, where you have asked us to, about Enavi's conversion optimisation services.
- To operate, secure, debug, and improve the Service.
// Read-only access
We request the read-only Google Analytics scope
(analytics.readonly). This is the narrowest scope that permits reading your
own report data. We cannot create, modify, or delete anything in your Google Analytics
account, and we never attempt to.
// Google API Services User Data Policy
Metric on Fire's use and transfer of information received from Google APIs adheres to the Google API Services User Data Policy, including the Limited Use requirements. Specifically:
- We use Google user data only to provide and improve the user-facing features described in this policy.
- We do not sell Google user data.
- We do not transfer Google user data to third parties except as required to operate the Service, to comply with the law, or as part of a merger or acquisition.
- We do not use Google user data to serve advertising.
- We do not allow humans to read your Google user data, except where you have explicitly asked us to (for example, when an Enavi analyst reviews your report with you), where required for security or to comply with the law, or where the data has been aggregated and anonymised.
// Storage, retention, and deletion
- Access tokens are stored encrypted, used only for the duration of your report run, and are not used for any background or ongoing access.
- Report data is retained so that you can return to your report and so that we can improve the Service. Anonymised, aggregated benchmark figures may be retained indefinitely; they cannot be traced back to you or your store.
- Deletion. Email hello@enavi.co and we will delete your account data and any stored report data within 30 days.
// Revoking access
You can disconnect Metric on Fire from your Google Account at any time at myaccount.google.com/permissions. Revoking access immediately prevents any further reading of your Analytics data.
// Service providers
We use a small number of infrastructure and business providers to run the Service, including Cloudflare (hosting, storage, and content delivery) and Google (Analytics APIs and authentication). These providers process data on our behalf under their own security and privacy obligations.
// Your rights
Depending on where you live, you may have the right to access, correct, export, or delete the personal information we hold about you, and to object to or restrict certain processing. To exercise any of these rights, contact hello@enavi.co.
// Children
The Service is a business tool and is not directed to anyone under 16. We do not knowingly collect information from children.
// Changes to this policy
If we make material changes we will update the date at the top of this page and, where appropriate, notify you by email.
// Contact
Questions about this policy or about how we handle your data: hello@enavi.co.