Escalafy

Escalafy ("Escalafy", "we", "us", "our") is a profit analytics and conversion tracking platform for e-commerce stores built on Shopify and TiendaNube. This Privacy Policy explains what information we collect, how we use it, how long we keep it, with whom we share it, and the choices and rights you have. It applies to the website www.escalafy.com, the Escalafy web application, the Escalafy apps for Shopify and TiendaNube, the Escalafy Pixel, the Escalafy MCP connector, and any related service (together, the "Services").

1. Who we are and what this policy covers

Escalafy is operated from Argentina and serves merchants mainly in Latin America, Spain and other markets. Escalafy acts in two different roles, and this policy covers both:

• As a controller of the information of the people who create and use an Escalafy account ("Merchants" and their team members), and of the information we receive from the advertising and e-commerce platforms a Merchant connects.
• As a processor (service provider) on behalf of each Merchant for the information of that Merchant's customers and store visitors ("Shoppers") that the Escalafy Pixel and the Merchant's store integrations collect. For that data, the Merchant decides the purposes and is responsible for providing notice to and obtaining any consent required from its Shoppers. See section 18.

2. Definitions

• Merchant: a business that creates an Escalafy account and connects its stores and advertising accounts.
• Shopper: a visitor or customer of a Merchant's online store.
• Connected Platform: a third-party service a Merchant authorizes Escalafy to access on its behalf, such as Google Ads, Meta, TikTok, Klaviyo, Shopify or TiendaNube.
• Google user data: any information Escalafy receives from Google APIs after a Merchant grants access through Google OAuth.
• Escalafy Pixel: the storefront and checkout tracking code, and the server-side pipeline behind it, that a Merchant installs on its store to measure events and deliver them to Connected Platforms.

3. Information we collect

a. Information you provide directly

• Account details: name, email address, password or single-sign-on identity, company name, phone number and preferred language, collected through our authentication provider when you sign up or are invited to an organization.
• Billing details: plan, invoices and payment status. Card data is entered directly with our payment processor and never reaches Escalafy's servers.
• Configuration you enter in Escalafy: product costs, shipping tables, taxes, fees, targets and integration settings.
• Communications: messages you send us by email, WhatsApp or in-app support, and your survey answers.

b. Information from Connected Platforms

When you connect a platform, you authorize Escalafy, through that platform's official OAuth flow and APIs, to access the account you select. Sections 4 to 6 describe what we access from each platform. Access tokens are stored encrypted and used only to perform the operations described here.

c. Information collected by the Escalafy Pixel

Described in detail in section 7. In short: store events (page views, product views, cart changes, checkout steps, orders), technical data about the browser and device, advertising click and cookie identifiers, approximate location derived from the IP address, and the contact details a Shopper enters in the store, which are hashed before they are sent to any advertising platform.

d. Technical and usage information

• Server logs of requests to the Services: IP address, timestamps, user agent, requested URL and response status, kept for security, debugging and reliability.
• Error reports produced by our monitoring tools when something fails, which may include technical identifiers and the request that failed.
• Cookies and similar technologies on www.escalafy.com, described in section 14.

4. Google user data

This section describes how Escalafy accesses, uses, stores and shares information received from Google APIs. Escalafy's use and transfer to any other app of information received from Google APIs will adhere to the Google API Services User Data Policy, including the Limited Use requirements.

Scopes we request

We request the narrowest scopes that make these features work. The Google Ads API scope cannot be used to send conversion events to the Data Manager API, and the Data Manager scope cannot be used to read reports, which is why both are needed when you enable both features. Each scope is requested only when you connect Google Ads; you can connect Google Ads for reporting and decline the conversion delivery feature.

How we access Google user data

• Only after you sign in with Google and grant access on Google's consent screen, and only for the Google Ads account(s) you choose to connect in Escalafy.
• Through Google's official APIs (Google Ads API and Google Data Manager API), on a schedule to refresh reports and when events are delivered. We never ask for your Google password.
• Escalafy requests offline access (a refresh token) so that reports and event delivery keep working while you are not logged in. The refresh token is stored encrypted at rest.

How we use Google user data

• To display your Google Ads spend, impressions, clicks, conversions, conversion value, ROAS and attribution inside your Escalafy dashboard, combined with your store orders and costs.
• To create and maintain conversion actions in your Google Ads account that receive your store events.
• To deliver your own store's conversion events to your Google Ads account, with customer identifiers hashed (SHA-256) and click identifiers (gclid, gbraid, wbraid) when present.
• To answer questions you ask about your own performance through the Escalafy MCP connector, when you choose to connect an AI assistant to your Escalafy account (see section 10).
• To provide support you request and to detect, prevent and fix errors in the integration.

We do not:

• Sell Google user data, or share it with data brokers, advertisers or any unaffiliated third party.
• Use Google user data to serve advertisements, for credit-worthiness or lending purposes, or for any purpose other than providing and improving the features you use.
• Use Google user data to develop, improve or train generalized artificial intelligence or machine learning models.
• Send data from one Merchant's Google Ads account to any other Google Ads account or to any other Merchant.
• Allow humans to read Google user data, except with your explicit permission for a support request you make, where necessary for security purposes (such as investigating abuse), to comply with applicable law, or where the data has been aggregated and anonymized for internal operations.

How we store Google user data

• OAuth refresh tokens are encrypted at rest with a key that is not stored alongside the data, and are decrypted only in memory when a request to Google is made.
• Report data (campaign, ad and conversion metrics) is stored in our databases to render your dashboard and historical comparisons for as long as the account stays connected.
• Events sent to Google are logged for auditing and troubleshooting (what was sent, when, and Google's response). Customer identifiers in those logs are stored only in their hashed form.
• Our infrastructure is hosted with the providers listed in section 10, in the United States, with encryption in transit (TLS) and access restricted to authorized personnel.

How we share Google user data

Google user data is shared only with the infrastructure sub-processors listed in section 10, which process it on our instructions and solely to host and operate the Services; with Google itself, when we send your conversion events to your own Google Ads account; and when required by law. If you connect an AI assistant through the Escalafy MCP connector, the metrics you ask for are sent to that assistant at your request (see section 10). We never share Google user data with other Merchants or with advertising networks.

How to revoke Google access and delete Google user data

• Disconnect the Google Ads account in Escalafy's Integrations settings. We stop all API calls and delete the stored refresh token immediately.
• Revoke Escalafy's access from your Google Account at myaccount.google.com/permissions. Our stored token stops working and is removed on the next failed refresh.
• Ask us to delete the Google Ads report data we hold for your account by following section 17. Deletion is completed within 30 days.

5. Meta Platform Data

With your authorization and through Meta's official APIs, Escalafy accesses:

• Business and ad account information (business_management, ads_read, read_insights): the businesses, ad accounts and pixels (datasets) your profile can access, so you can select which to connect, and their campaign, ad set and ad metrics (impressions, spend, results, ROAS).
• Ad management (ads_management): if you use it, the ability to pause, resume or change campaign budgets from Escalafy, and to register Escalafy as a server-side event source for the pixel(s) you select.
• Page information (only if your Meta login configuration grants pages_show_list and pages_read_engagement): the pages linked to your ad accounts and their engagement metrics, to compare organic and paid performance.
• Conversions API: Escalafy sends your store events to the Meta pixel(s) you select, with customer identifiers hashed (SHA-256) before transmission, so Meta can attribute and optimize your campaigns.

6. Other connected platforms

Shopify and TiendaNube

When you install the Escalafy app in your store, we access, through the platform's API and webhooks: orders (including customer name, email, phone, shipping and billing address, line items, payment status, discounts, taxes and shipping), products, variants and inventory, costs, refunds, and store settings such as currency and country. We use this to calculate your real profit, to match orders with advertising results, and to send purchase events to the ad platforms you configured. Shopify merchants: we honor Shopify's mandatory privacy webhooks (customer data request, customer redact, shop redact).

TikTok for Business

With the ads_management permission we read campaign performance for the advertiser accounts you connect and send your store events to the TikTok pixel you select through the TikTok Events API, with identifiers hashed before transmission.

Klaviyo

If you connect Klaviyo, Escalafy sends your store events (viewed product, added to cart, started checkout, placed order) to your Klaviyo account so your flows can use them, and reads bounce metrics so that we do not send events for addresses Klaviyo has already recorded as undeliverable.

Other advertising and marketplace platforms

Other platforms we may offer (for example Mercado Libre or Mercado Ads) work the same way: you connect them explicitly, we access only what the integration needs to build your reports, and you can disconnect them at any time.

7. The Escalafy Pixel and Shopper data

The Escalafy Pixel is tracking code the Merchant installs on its store, plus a server-side pipeline that receives the events, enriches them and delivers them to the Connected Platforms the Merchant has configured (Meta Conversions API, Google Ads, TikTok Events API, Klaviyo). Escalafy processes this data as the Merchant's processor.

What the Pixel collects

• Events: page views, product views, collection and search views, add to cart and remove from cart, checkout steps and purchases, with product identifiers, quantities, prices and currency.
• Identifiers: a first-party visitor identifier and session identifier set by the Pixel; advertising cookies and click identifiers such as _fbp, _fbc, _ttp, _ga, gclid, gbraid, wbraid, fbclid, ttclid and UTM parameters, used so the ad platforms can attribute the event to the click they delivered.
• Technical data: IP address, user agent, screen and browser characteristics, and a hashed browser fingerprint used to recognize the same browser across pages.
• Approximate location: city, region, postal code and country derived from the IP address using a local copy of a geolocation database. This product includes GeoLite2 data created by MaxMind, available from www.maxmind.com.
• Contact details entered by the Shopper in the store or at checkout: email, phone, first and last name, address. Payment card fields are never read. These values are transmitted to Escalafy over TLS so the server can normalize and hash them; they are sent to advertising platforms only as SHA-256 hashes, and to Klaviyo as the Merchant's own customer data, as Klaviyo requires.

What we do with it

• Deliver each event to the destinations the Merchant configured, with a shared event identifier so the platform can deduplicate the browser and server copies.
• Link the steps of one Shopper's journey (visit, cart, checkout, order) so the Merchant's attribution and profit reports are complete.
• Store the events and every delivery attempt in append-only tables for the Merchant's reports and for auditing what was sent to each platform.

We never use Shopper data collected through one Merchant's store for another Merchant, for our own marketing, to build profiles for third parties, or to train models.

8. How we use information

• Provide, operate and maintain the Services, including your dashboard, reports and integrations.
• Deliver your store events to the advertising and marketing platforms you configured.
• Authenticate you, manage your organization and team members, and bill your subscription.
• Send transactional communications (account, billing, integration status) and, if you opt in, product news. You can opt out of non-essential communications at any time.
• Provide customer support.
• Monitor, debug and secure the Services, prevent abuse and enforce our terms.
• Comply with legal obligations.

We analyze how the Services are used in aggregated or de-identified form to improve them. We do not use data from Connected Platforms to train generalized AI or machine learning models.

9. Legal bases for processing

Where data protection law requires a legal basis (for example the GDPR, Argentina's Law 25.326, Brazil's LGPD), we rely on:

• Performance of a contract: to provide the Services you signed up for.
• Consent: when you connect a platform through its OAuth flow; you can withdraw it at any time by disconnecting (section 16).
• Legitimate interests: to secure and improve the Services and communicate with you about them, balanced against your rights.
• Legal obligation: to keep billing records and respond to lawful requests.

For Shopper data processed through the Pixel, the Merchant determines the legal basis and Escalafy processes on the Merchant's documented instructions.

10. How we share information and our sub-processors

We share information only in the following cases:

• Connected Platforms, at your direction: your store events are sent to the Meta, Google Ads, TikTok and Klaviyo accounts you configured. Each platform processes them under its own terms and privacy policy.
• AI assistants you connect (Escalafy MCP): if you connect an AI assistant of your choice to your Escalafy account, the metrics and reports you ask it for, which may include figures derived from Connected Platforms, are returned to that assistant at your request. You control which assistant, if any, is connected, and you can disconnect it at any time. Escalafy does not share your data with any AI provider on its own initiative.
• Infrastructure sub-processors listed below, bound by data processing terms, who may process data only on our instructions to host and operate the Services.
• Legal: when required by law, regulation, legal process or an enforceable governmental request, or to protect the rights, property or safety of Escalafy, our Merchants or others.
• Business transfers: in a merger, acquisition or sale of assets, under the same protections described here; we will notify you before your information becomes subject to a different policy.

We do not sell personal information and we do not share it with third parties for their own marketing.

Sub-processors

11. International data transfers

Escalafy operates from Argentina and hosts the Services with providers in the United States. When we transfer personal information across borders we rely on the safeguards available under applicable law, such as the recipient's data processing terms, standard contractual clauses and the recipient's security certifications. A data processing agreement is available to Merchants on request.

12. Data retention

• Account information: for as long as your account is active, and deleted within 30 days after you delete it or ask us to.
• Access tokens for Connected Platforms: deleted immediately when you disconnect the platform, uninstall the app or delete your account.
• Report data from Connected Platforms: kept while the platform is connected so you can see historical comparisons; deleted within 30 days after you disconnect it or delete your account.
• Store and Pixel event data: kept for as long as the Merchant's account is active to power its reports, and deleted or irreversibly anonymized within 30 days after the account is deleted, or earlier when the Merchant requests it.
• Billing records: for the period required by tax and accounting law.
• Operational logs and error reports: for a limited period, typically no more than 30 days, unless needed to investigate a security incident.
• Backups: encrypted backups are rotated on a fixed schedule; data deleted from live systems leaves backups within that cycle.

13. Security

We apply technical and organizational measures appropriate to the risk, including:

• Encryption in transit (TLS 1.2 or higher) for every connection to and between our Services.
• Encryption at rest of OAuth tokens and API credentials with keys managed separately from the data.
• Hashing (SHA-256) of customer identifiers before they are sent to any advertising platform.
• Role-based access control, least-privilege credentials for every service, and audit logs of what was sent to each platform.
• Network isolation between public-facing and internal components, and monitoring and alerting on our infrastructure.
• Request signature verification for Shopify App Proxy traffic and webhook authenticity checks.

No system is perfectly secure. If we become aware of a personal data breach that affects you, we will notify you and the competent authorities without undue delay, as required by law.

14. Cookies and similar technologies

On www.escalafy.com

Our website uses essential cookies for language preference and session handling, and analytics and advertising tags (Google Analytics, Google Tag Manager and the Meta Pixel) to understand how visitors use the site and to measure our own marketing. You can block or delete cookies in your browser; the site keeps working without the non-essential ones.

On Merchants' stores (Escalafy Pixel)

The Pixel sets a first-party visitor identifier and may set or read the advertising cookies listed in section 7 (such as _fbp, _fbc, _ttp) on the Merchant's domain, so that the Merchant's ad platforms can attribute conversions. These cookies belong to the Merchant's store, and the Merchant's own privacy and cookie notices govern them. Shoppers can control them through their browser settings and through the consent tools the Merchant provides.

15. Your rights and choices

Depending on where you live, you may have the right to:

• Access the personal information we hold about you and receive a copy in a portable format.
• Correct inaccurate or incomplete information.
• Delete your information (see section 17).
• Restrict or object to certain processing, including direct marketing.
• Withdraw consent at any time, without affecting the lawfulness of processing before withdrawal.
• Lodge a complaint with your data protection authority. In Argentina this is the Agencia de Acceso a la Información Pública (AAIP).

To exercise these rights, email us at mateofucciwd@gmail.com from the address registered to your account. We respond within 30 days, or sooner where the law requires. We will not discriminate against you for exercising your rights.

16. How to disconnect a platform or revoke access

• In Escalafy: Settings → Integrations → Disconnect. Tokens are deleted immediately and no further API calls are made.
• Google: myaccount.google.com/permissions → Escalafy → Remove access.
• Meta: Facebook Settings → Business Integrations → Escalafy → Remove.
• TikTok: TikTok Ads Manager → Assets → Authorized apps → Escalafy → Revoke.
• Klaviyo: Account → Settings → Integrations → Escalafy → Remove.
• Shopify / TiendaNube: uninstall the Escalafy app from your store admin. The platform notifies us and we delete the store's access token.

17. Data deletion

To delete your account and all associated information, email mateofucciwd@gmail.com with the subject "Data Deletion" from the email address registered to your account, or use the account deletion option in Escalafy where available. We will confirm receipt, verify your identity, and complete the deletion within 30 days, including data received from Google, Meta, TikTok, Klaviyo, Shopify and TiendaNube and the Pixel data of your store, except for billing records we must keep by law. Uninstalling the Shopify or TiendaNube app triggers the same deletion for that store's data after the platform's mandated waiting period.

18. Information for Shoppers

If you are a customer or visitor of a store that uses Escalafy, the store (the Merchant) is responsible for your personal information and for telling you how it is used. Escalafy processes your information only on the Merchant's instructions, as described in section 7. To exercise your rights over that information, please contact the store directly; if you contact us, we will forward your request to the Merchant and assist them in responding. You can limit tracking by adjusting your browser cookie settings and by using the consent choices the store offers.

19. Children

The Services are intended for businesses and are not directed to children under 18. We do not knowingly collect personal information from children. If you believe a child has provided us with personal information, contact us and we will delete it.

20. Changes to this policy

We may update this policy to reflect changes in the Services or the law. We will post the new version on this page with an updated effective date and, for material changes, notify you by email or in the app before they take effect. Continued use of the Services after that date means you accept the updated policy.

21. Contact

Questions, requests or complaints about this policy or our data practices: mateofucciwd@gmail.com. You can also reach us through the WhatsApp support link on our website.