Funnel Privacy and Cookie Notice

This Privacy Notice describes how Funnel AB and the other Funnel group companies (“Funnel”, “we”, “our”, “us”) process your personal data, what your rights are, and how you can contact us. This privacy notice applies to the processing activities in relation to visitors of our website, users of our services (trial users and customers), and individuals we communicate with.

Funnel AB is the data controller for the processing of your personal data as further outlined in this notice, but if you have an agreement with us, the Funnel entity you are contracting with (Funnel AB or Funnel Inc.) is the data controller of the contact information you provide to Funnel when you are a designated contact for your company that uses the Funnel SaaS.

Funnel is a Swedish-founded company with offices in Stockholm, Boston, Dublin, London, and Sydney, and has customers all over the world. Regardless of your location, this Privacy Notice applies to the information you provide to us or we collect about you.

We are committed to protect and respect your privacy and encourage you to carefully read this notice and reach out to us if you have any questions, contact details are found below.

1. Which data does Funnel collect about you and how do we use it?

1.1 Visitors of our website and signups

When you are browsing our website, we collect and process:

  • Your IP address;
  • Cookies, see further section 8 below;
  • How you interact with the website, e.g. browsing and click behavior; and
  • If you wish to book a demo at our website, you will also need to provide us with your email address.
The data is processed for the purposes of:

  • Delivering the services requested by you;
  • Monitoring and improving our services, e.g. in order to optimize the website, improve the user-friendliness, and reduce bugs;
  • To communicate with you, including for marketing purposes; and
  • For the purposes described for our use of cookies, see section 8.

When you are authenticating credentials to a data source on behalf of a Funnel customer using the web interface developed by Funnel, we collect and process:

  • Personal data, such as name and email address, contained in the credentials that you share.

The data is processed for the purpose of:

  • Enabling external authentication of data source credentials allowing Funnel users to access the contents of the authenticated accounts.

1.2 Users of our services (trial and customers)

When you are using our services, through our website or our app, we collect and process:

  • Information that you provide to us, such as your name and email address;
  • Information on how you are using our services; how you are interacting with our website or app e.g. browsing and click behavior;
  • Recordings made of communication between you and our personnel; and
  • Information collected via third parties, e.g. we may utilize YouTube API Services to receive information from your YouTube account (which may include personal data) and Google API to collect information from your Google account, please refer to YouTube Terms of Service and Google’s Privacy Policy for further information. You can revoke our access to your data via the Google Security Settings.
The data is processed for the purposes of:

  • Delivering the services requested by you (the data collected from Google API is used to show which account and subscription you are part of and, in some cases, if you update settings);
  • Monitoring and improving our services, e.g. in order to optimize the website, improve the user-friendliness, and reduce bugs;
  • To communicate with you, including for marketing purposes; and
  • For the purposes described for our use of cookies, see section 8.
When your user account is deleted from a subscription, we process your name and email address and collect your new contact information by use of third-party service providers. The data is processed for the purpose of communicating with you, including for marketing purposes.

When you are using our Measurement service, which is available through our affiliate's website or app, we collect and process your information in accordance with Adtriba's Privacy Policy.

1.3 When we communicate

When you communicate with us, we process:

  • Information that you provide to us, such as your name, telephone no. and email address, contents of such communication; and
  • Recordings made of communication between you and our personnel

When we initiate communication with you, we process:

  • Name and contact details;
  • Information collected via third-parties, e.g. we collect information shared on your public LinkedIn account that indicate if you are interested in our services.
We process the data for the purposes of:

  • Fulfilling a request from you or respond to your inquiries;
  • Contacting you if we believe that you may be interested in our services;
  • Analyzing and improving our customer service.

1.4 User story

When you consent to share your user story, we process:

  • Information that you agree to provide to us as your name, image and user story.
We process the data for the purposes of:

  • To market Funnel and our services in print, online and video-based marketing materials and Funnel publications, including Funnel’s website and external marketing communications and campaigns.

1.5 General

Personal data that we request from you and which we indicate is required to provide for the relevant activity is needed for us to provide the relevant service, e.g. for statutory, contractual, administrative, or technical reasons.

Funnel does not expect there to be any processing of sensitive personal data, nor do we apply any automated decision-making throughout the above-mentioned processing activities.

2. Data received by Funnel from third parties and how we use it

Contact details from our collaboration partners

Funnel collaborates with other companies in marketing and offering its services, and may receive information from such parties about you, we process:

  • Information that the collaboration partner has provided to us, such as your name, telephone number, email address and information from public social media accounts, e.g. we collect information shared on your public LinkedIn account that indicates if you are interested in our services.
We process the data for the purposes of:
  • Analyzing whether the company you are affiliated with is a potential customer to Funnel; and
  • To communicate with you for marketing purposes.

3. Legal basis for our processing

3.1 Funnel processes your personal data for the main purposes of
i) providing the services requested by you or responding to your inquiries, on the website or in the app;
ii) fulfilling our obligations under the agreement with you for providing the service (where such an agreement has been concluded);
iii) complying with legal obligations; and
iv) pursuing our legitimate interest in marketing and improving our services.

3.2 If processing of data requires prior consent, such consent will be collected before we carry out the processing in question.

4. For how long is personal data processed?

Your personal data is kept by Funnel only for such time periods as necessary:
i) to provide you with the relevant services;
ii) for us to communicate with you;
iii) to improve our services; or
iv) as may be prescribed for legal and audit purposes.
Funnel has retention routines in place to ensure that personal data is deleted as required.

5. How we Share Personal Data

5.1 Funnel shares your data with other companies in the Funnel group of companies.

5.2 We may also use certain third parties for the provision of services to Funnel, such as our IT-suppliers. In such cases, your data may be shared with these third parties acting as service providers or data processors of Funnel’s, and which process the data as required for the provision of the services to Funnel. We may also share your data with our collaboration partners. Funnel is, as a data controller, always responsible for the correct processing of your personal data.

5.3 Funnel may if required by law or a decision of a competent authority share your personal data, this is in such cases done by Funnel to fulfill legal obligations.

5.4 Your personal data may be transferred to or stored in countries outside of the EU/EEA, provided that an adequate level of data protection is ensured or that Funnel and its data processors have implemented appropriate safeguards, such as standard contractual clauses, more information on such safeguards are available here.

6. Data security

6.1 We aim to ensure that you at all times remain confident in trusting Funnel with your personal data, and Funnel has implemented such security measures necessary to protect your personal data from unauthorized access, modification and deletion.

6.2 With regard to your use of your Funnel account, please ensure that you choose a unique and strong password, limit access to your computer and browser, and log out after having signed into your Funnel account.

7. Third Parties

Our services may contain links to other websites, products, or services that we do not own or operate. We are not responsible for the privacy practices of these third parties. Please be aware that this privacy notice does not apply to your activities on these third-party services or any information you disclose to these third parties. We encourage you to read their privacy policies/notices before providing any information to them.

8. Cookies

8.1 For information on our use of the information collected via cookies, see section 1 above. With regard to the cookies as such, please see below.

8.2 A cookie is a small text file that is placed on your computer, mobile phone, or other device when you visit a website. A cookie enables recognition of your computer and the collection of information on what websites and functions you have visited. It also helps maintain your settings when you are navigating a website or return to the same website at a later point.

We use both session cookies (which expire once you close your web browser) and persistent cookies (which stay on your device for a set period of time or until you delete them). We use the following types of cookies for the purposes explained in this chart:

Name Description Duration Read more
Cloudflare Site protection 30 minutes Read more
Facebook Ad Serving, Ad Targeting, Analytics/Measurement, Content Customization, Optimization, Cross Device Tracking 89 days Read more
Funnel Saving user cookie settings, User identification, assignment to A/B testing and experiment groups 180 days, 364 days, 365 days  
Google Ads Ad Serving, Ad Targeting, Analytics/Measurement, Content Customization, Optimization 183 days Read more
Google AdSense Advertising efficiency 89 days Read more
Google Analytics Analytics/Optimization 1 minute,  4 hours, 20 hours, 1 day, 400 days, 729 days Read more
Google reCaptcha Risk analysis 180 days Read more
Google Tag Manager Secure HTTP for SGTM GA4 client 730 days Read more
Hotjar Analytics/Measurement, Optimization Session, 1 minute, 30 minutes, 365 days Read more
Hubspot Cookies set by HubSpot to keep track of visitors on Session, 30 minutes, 180 days Read more
LinkedIn Ad Targeting, Analytics/Measurement, Content Customization, Optimization 1 day, 29 days, 365 days Read more
Optimizely Ad targeting, Analytics/Measurement, Content Customization, Optimization Session, 179 days Read more
Salesloft Analytics/Measurement, Conversation customization 7 days, 30 days, 365 days Read more
Tiktok Ad targeting, Analytics/Measurement, Content Customization 389 days Read more
Twitter Ad Targeting, Tailored Audiences, Analytics/Measurement, Optimization 399 days, 729 days Read more
Vimeo Set by Vimeo for its video player 729 days Read more
YouTube For its video player and statistics Session, 179 days Read more
Fullstory Analytics/Measurement, Optimization Session, 30 days Read more


8.3 Consent to the use of cookies

When you visit a website, you have the right to receive certain information such as how cookies are used.

Furthermore, you need to consent to our use of cookies. If you do not consent to the use of cookies, it may affect your user experience and you may not get full access to all features and functions on our website.

In case you have given your consent to the use of cookies, you can easily withdraw your consent and choose to block and/or delete the cookies. For more information on how to block/erase cookies, please see section 8.6.

8.4 Processing of personal data

Some of our cookies collect personal data. In case you have signed up for a trial, we will be able to use the information for the purpose of creating a more personalized online experience for you, e.g. to provide marketing material that is relevant for you.

In case you are only browsing our website, the data collected by the cookies will only be used for statistical purposes and to improve our website and we will not be able to identify you through that data.

For more information about how we use your personal data, please see section 1 above.

8.5 Cookies placed by third parties

The website may contain content and sharing tools embedded from various social networks, such as Facebook. These suppliers may use and place cookies on your device. We do not have access to, and cannot control, these cookies or the personal data and information that they may collect.

You therefore need to check the websites of these suppliers to get further information on how they manage cookies and what information their cookies collect.

8.6 Manage your cookies and other preferences

Most web browsers allow you to manage your preferences. You can set your browser to refuse cookies or delete certain cookies. To make changes to your cookie preferences on, please click here. If you have any questions or comments about our use of cookies, please contact us at the address specified in section 12 below.

Please note that if you block our use of cookies, you may be unable to access certain areas of our website and certain functions and pages will not work in the usual way.

9. Children’s Privacy

We do not knowingly collect, maintain, or use personal information from children under 13 years of age, and no part of our service is directed to children. If you learn that a child has provided us with personal information in violation of this privacy notice, then you may alert us at

10. Your rights and contact details

10.1 According to applicable data protection laws, you are entitled to certain rights. You have the right to request access to and rectification or erasure of your personal data or restriction of processing concerning you and to object to processing as well as to data portability. For more information on your rights, please see here.
You are entitled to request this free of charge. In case of requests that are manifestly unfounded or excessive (e.g. excessively repetitive), Funnel is entitled to charge an administrative fee – in such cases you will be notified thereof beforehand.
10.2 Funnel will normally answer your request within one (1) month from receipt of your request. Requests are made via
10.3 You can unsubscribe from our promotional emails via the link provided in the emails. Even if you opt-out of receiving promotional emails from us, you will continue to receive administrative messages from us if and where required to perform our obligations under a contract or to answer a request from you.

11. Changes to this privacy notice

We will post any adjustments to the privacy notice on this page, and the revised version will be effective when it is posted.


Wherever you are in the world, do not hesitate to contact Funnel if you have any questions on the data processing or a complaint. We have offices in Stockholm, Boston, Dublin, London, and Sydney. Firsthand, please contact:

Funnel AB
Attn. Data Protection Officer
Klarabergsgatan 29 111 21 Stockholm, Sweden
Telephone: +46 8 510 057 12

While we hope to be able to assist you with any question or complaint, you also have the right to contact the data protection authority in the country you are based to submit any complaint. 
In Sweden, the data protection authority is the Swedish Authority for Privacy Protection 

(Sw. Integritetsskyddsmyndigheten):

P.O. Box 8114
104 20 Stockholm, Sweden
Telephone: +46 8 657 61 00

Updated July 12, 2024