Privacy policy

The Principle ("we," "us," "our") operates theprinciple.co. This policy explains what information we collect from visitors and clients, how we use it, and the choices available to you.

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01Information we collect

Information you provide directly. When you submit a contact form, request a proposal, or fill out a landing page form, we collect the information you enter: name, email address, phone number, company name, and any message content you include.

Information collected automatically. When you visit the site, we automatically collect technical and usage data through cookies and similar technologies, including:

• IP address and approximate location;
• Browser type, device type, and operating system;
• Pages visited, time on site, and referral source; and
• Interactions with ads and landing pages.

We use the following third-party tools to collect and process this data:

• Google Analytics (GA4): traffic and behavior analytics;
• Google Tag Manager: tag and pixel management;
• Google Ads: ad performance tracking and remarketing on our landing pages; and
• LinkedIn Ads: ad performance tracking and retargeting on our landing pages.

We do not currently use a CRM or email marketing platform to store leads submitted through our forms. If we adopt one in the future, we will update this section to name the platform and describe how it processes your data.

02Cookies and consent

We use a cookie consent banner that lets you choose which categories of cookies you accept before they load. Categories include:

• Necessary: required for the site to function. These load regardless of consent.
• Analytics: used to measure traffic and site performance (Google Analytics).
• Advertising: used for remarketing and ad measurement (Google Ads, LinkedIn Ads).

We apply Google Consent Mode to adjust how Google's tags (Analytics, Ads) behave based on your choice. If you decline analytics or advertising cookies, Google collects a reduced, modeled form of data rather than full behavioral data tied to your visit. The LinkedIn Ads pixel is blocked entirely until you accept the advertising cookie category.

You can change your cookie preferences at any time: reopen the cookie banner and reset your choices.

03How we use your information

We use the information collected to:

• Respond to inquiries and proposal requests;
• Operate and improve the site;
• Measure the performance of our advertising campaigns; and
• Communicate with current and prospective clients.

We do not sell personal information. We do share data with the third-party tools listed in Section 1 to operate analytics and advertising, which under California law is treated as "sharing" for cross-context behavioral advertising.

04Your rights

If you are a California resident, you have the right to:

• Know what personal information we have collected about you;
• Request deletion of your personal information;
• Opt out of the sharing of your personal information for cross-context behavioral advertising; and
• Not be discriminated against for exercising these rights.

To exercise any of these rights, contact us at info@theprinciple.co. We will verify your request and respond within the timeframe required by law.

If you are located outside the United States, note that this site is operated in the US and your information will be processed here.

05Data retention

We retain information submitted through forms for as long as needed to respond to your inquiry and maintain business records, and analytics data according to the retention settings configured in Google Analytics.

06Third-party links

Our site may link to third-party websites. We are not responsible for the privacy practices of those sites.

07Changes to this Policy

We may update this policy periodically. The effective date at the top reflects the most recent revision.

08Contact us

For questions about this policy or to exercise your privacy rights, contact us at: