Altimeter Privacy Policy

Effective date: October 2, 2026

Altimeter is a profit-analytics service for Shopify brands. It is run by Vx Digital, LLC (doing business as Altimeter), 1699 E Olive Ave, Gilbert, AZ 85234, United States ("Altimeter", "we", "us").

This policy explains what personal data Altimeter handles, why, and what rights you have. It covers two groups of people:

• Merchants: the brands that use Altimeter, and the people on their team who sign in.
• Customers: the people who buy from those brands. We handle their data only on the merchant's behalf.

Questions: media@vxdigital.co.

1. Our role

For customer data, the merchant is in charge. We follow their instructions, set out in our Data Processing Agreement. If you are a customer of a brand and want to use your privacy rights, please contact that brand. If you contact us, we will pass your request to them.

2. What we collect

From merchants and their team

• Account details: your email address and name, and which brands you can see, with your role (owner, admin or viewer).
• Sign-in records: our sign-in provider logs each sign-in (time, email, IP address). Today sign-in runs on Cloudflare Access: a one-time code is sent to an invited email address. We do not handle passwords.
• Access records: when someone opens a page that shows customer names or emails, we record who, which brand, which page and when (no customer details).
• Settings and changes: the targets and settings you save, and who changed them and when.
• Connection keys: the access tokens you give us for your tools. We store them encrypted and never show them again (see section 6).

From the merchant's tools (read-only)

Altimeter reads, and never changes, data from the tools a merchant connects:

About customers

We keep only:

• the customer's name and email, with Shopify's customer ID;
• their order history with the brand (what, when, how much);
• where their first visit came from (source, campaign, and the landing page's path only, without any query string).

We do not collect street addresses, phone numbers, payment details, browsing history, or anything we do not show to the merchant.

3. Why we use it

• Merchant data: to run the service, sign people in, keep it secure, and contact you about your account.
• Customer data: only to show the merchant their own analytics: new versus returning customers, cohorts, and a customer list and profile.

We never:

• sell or share personal data, for money or otherwise;
• use customer data for marketing, advertising or profiling;
• make automated decisions about individuals that have legal or similarly significant effects;
• combine one merchant's data with another's.

Legal basis (GDPR), for merchant team data: performance of our contract with the merchant, and our legitimate interest in keeping the service secure. For customer data, the merchant decides the legal basis.

4. Who we share it with

We use a small number of service providers ("subprocessors"):

We will update this list, and tell merchants in advance, before adding a subprocessor that handles personal data.

We may also disclose data if the law requires it, or to protect the rights and safety of people or the service.

5. How long we keep it

In short (our full retention schedule is available on request):

• Merchant data is kept while the account is active.
• When a merchant uninstalls the Shopify app, Shopify asks us to delete their data 48 hours later, and we delete it within 48 hours of that request.
• When a merchant cancels in another way, we delete their data within 30 days.
• When a customer asks a brand to erase their data, we erase their name and email within 10 days of Shopify's request.
• Our backups roll off automatically within 30 days.

6. How we protect it

• Each brand's data is kept in its own separate database.
• Data is encrypted in storage and in transit (HTTPS only).
• Connection keys are encrypted with a separate key that only the running service holds.
• Every connection to a merchant's tools is read-only.
• Only signed-in, invited team members can see a brand, with owner, admin or viewer roles.

More detail: Security Overview.

7. Your rights

Depending on where you live (for example under the GDPR, UK GDPR or CCPA/CPRA), you may have the right to:

• know what personal data we hold about you and get a copy;
• correct it;
• delete it;
• object to or restrict how it is used;
• move it to another service;
• not be discriminated against for using these rights.

Merchant team members: email media@vxdigital.co. We reply within 30 days.

Customers of a brand: contact the brand. When a brand asks us to delete or report your data (for example through Shopify's privacy requests), we do it within the times in section 5.

You can also complain to your local data protection authority.

8. International transfers

Altimeter's data is stored and processed in the United States. Our databases run in Cloudflare's Western North America region, and each brand's database runs in the US. Cloudflare's network may carry traffic through other countries on its way to us.

Altimeter does not currently offer its service to merchants in the EU or UK. If that changes, we will put the transfer safeguards the law requires (such as the EU Standard Contractual Clauses) in place first.

9. Children

Altimeter is a business tool. It is not meant for children, and we do not knowingly collect data from them.

10. Changes

We will post changes here and update the effective date. If a change is significant, we will tell merchants by email first.

11. Contact

Vx Digital, LLC (doing business as Altimeter) 1699 E Olive Ave, Gilbert, AZ 85234, United States Email: media@vxdigital.co

EU/UK representative: not appointed. Altimeter does not currently offer its service to merchants in the EU or UK.