The plain English summary.
If you WhatsApp me, email me, or fill in a form, I get your message and your contact details. I reply, we talk about your website, that's the end of it.
If you just browse the site, two things happen. One: a single anonymous Meta page-view ping fires so my ads aren't wasted on strangers who never even saw the page (no name, no email, no fingerprint, just the URL and your IP, which Meta needs anyway). Two: if you click Accept on the banner, Google Analytics, Google Ads and Meta's identity-bearing events (form submissions, button clicks, WhatsApp opens) switch on too. Click Decline and only the anonymous page-view stays.
I don't sell anything to anyone. I don't build shadow profiles. I don't ship your data outside what's needed to run the business. If you want everything deleted, email me and I'll do it within 30 days.
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What I actually collect.
When you contact me
Name, email, phone/WhatsApp number, and whatever you put in the message. I need these to reply. That's it.
When you become a client
Business name, billing address, VAT number (if applicable), invoice records. Standard bookkeeping. Retained for 6 years because HMRC says so.
When you browse (and only if you accepted)
Anonymised page views, rough location (country/city level), device type, how you got here (search, social, direct), and a Meta Pixel ID tied to your Facebook/Instagram session if you're logged in. No names, no emails, no private data.
What I never collect
- Keystrokes, screen recordings, heatmaps, mouse-tracking, session replays
- Your Trustpilot reviews aren't scraped, they're public and syndicated from Trustpilot directly
- Any data about users of sites I've built for clients, those are separate from this one
Why I bother.
Contract and legitimate interest. I need your contact info to deliver the service you asked for. I keep financial records because HMRC makes me. I run analytics because I need to know if the £20 I spent on a Meta ad brought anyone to the site, otherwise I'd keep spending it forever.
That's all of it. If any of this feels excessive, tell me and I'll look again.
How long any of it sticks around.
- WhatsApp / email threads
- 2 years after our last message, then deleted
- Lead form submissions
- 12 months if we don't end up working together
- Invoices & client records
- 6 years (HMRC legal requirement)
- Analytics (Google)
- 14 months, the default retention
- Meta Pixel data
- 180 days (Meta's default)
- Consent cookie
- 12 months, then I ask again
Your rights, in plain words.
Under UK GDPR you can ask me to:
- Show you everything I have on you (Subject Access Request)
- Correct anything that's wrong
- Delete it all (except the bits HMRC makes me keep)
- Stop using it for specific things, like analytics
- Hand it over to you in a machine-readable file
Email jamie@builtsmarter.co.uk and I'll action it inside 30 days, usually the same week. If I drop the ball, you can complain to the Information Commissioner's Office.
Questions or complaints.
Easiest route is email, jamie@builtsmarter.co.uk. It comes straight to me, no filters, no chatbot, no third-party CRM.
If I change this policy, I'll bump the date at the top and (for anything material) email anyone on the contact list. Last updated 21 April 2026.