When someone - like you! - visits the Delphia website, tracking codes (called "cookies") assign you an anonymous identity and automatically collect data on your browser activity. Here are some details on each cookie we use.
1. Google Analytics
What does Google Analytics do?
What does this really mean for me?
A cookie is a bit of code that stays with you when you leave our website for 30 days. It lets Google identify you as the same visitor as when you visit other websites that use Google Analytics. It captures information that helps us learn more about you so that we can be more strategic with our advertising. By better understanding the characteristics of people that visit our website, we can better position our product to speak to peoples' needs.
What information does Google Analytics collect and provide us?
Demographic information about you, like:
- Age and Gender
- Affinity Category
- In-Market Segment
- Other Category
Information about your computer / mobile system, like:
- Operating System and Version
- Browser and Version
- Mobile Brand and Model
What information does Google Analytics share with others?
Google Analytics shares anonymous and aggregated information about your browsing with its other subscribers, so they may know that you, and others like you, may be interested in similar products or services.
Google Analytics also advises advertising platforms (such as Google AdWords, Facebook Pixel, Bing Universal Tag, Snap Pixel, Twitter Pixel) that you visited our website, so we can advertise on other websites that support ads.
Why is Delphia using Google Analytics?
In order to build a deep and accurate understanding of financial markets, we require a diverse, and representative sample of the U.S. population. This makes it critical to understand the characteristics our digital audience and how best to reach them. Information collected through Google Analytics will help us advertise to potential clients, design content that they appreciate, and target groups whose participation we need to achieve our mission.
So you’re just like every other tech company?
We understand that many people are not comfortable with cookies and understand if you decide to opt out. Please use the banner at the bottom of the page.
Please know that we take your privacy very seriously though.
In fact, we evaluated a range of alternatives to Google Analytics: Matomo, Go-Squared, Fathom, At Internet, Simple Analytics, and Angelfish. Unfortunately, none of these other tools met our needs. None of them integrate with Google AdWords, Facebook Pixel, Bing Universal Tag, Snap Pixel, Twitter Pixel, or have a conversation tag.
We’re committed to re-evaluating our use of this tool every 12 months.
If you have any questions about this, please drop us a line: email@example.com
2. Facebook Pixel
What is a Facebook pixel?
The Facebook pixel places a cookie on your browser that allows us to measure the results of our ads, optimize campaigns (an efficient way to achieve the actions that we care about, such as having you register for our waitlist) and improve our ad targeting using inferences made based on the data we have collected from visitors to our website.
What does the Facebook pixel do?
Facebook pixel captures you and other visitors' behavior, such as where our web traffic is coming from, the devices uses, and user demographics. With this information, we can tailor our ads to ensure that we are capturing a broad and diverse audience. It's important to us that we engage a community that is statistically representative of the U.S. population.
How is the data presented?
The data is always aggregated and anonymized. Facebook Pixel does not store information that identifies you or your activities specifically.
How long do they store the data for?
The maximum amount of time that information will remain in a Facebook "custom audience" is 180 days. After 180 days, people who have visited the website and had their information captured on the website's "custom audience" will be removed unless they revisit the website or mobile app.
3. Twitter Universal Website Tag
Delphia also uses the Twitter universal website tag to track conversions. A "conversion" refers to a visitor to a website that then becomes a customer.
What does the Twitter universal website tag do?
With this conversion tracking tool, if people click on the link from one of our tweets, retweet, like, or simply see the Tweet and then visit our website, we'll know where they came from.
Further, we will be able to see what actions you take on our website (i.e. did you start to sign up for the waitlist but then have second thoughts?) and across devices.
What does Delphia do with this data?
This information - which is behavioural as well as demographic - enables us to make a list of these users and potentially target them with future marketing campaigns.
We also use this information to advertise online in a meaningful way that can help us capture as broad and diverse an audience as possible.
4. Snap Pixel
Delphia also uses Snap Pixel, a tool that tracks web activity, to capture information relevant to our marketing efforts.
What does Snap Pixel do?
- Browser level info: when an external server gets access to a browser, Snap may capture various pieces of information such as IP address, web page domain, user agent, document, referral, first and third party cookies, etc.
- Required Pixel fields: in order for the Pixel to work, Snap will need to receive a Pixel ID and a standard event type.
- Optional Pixel fields: You can find more details here.
What does Delphia do with this data?
Using the Snap Pixel, our marketing team will be able to see how many Snapchatters take action on our Delphia website(s) after viewing our ad. "Action" could be signing up for our waitlist or participating in a survey using our web app.