Legal

Privacy notice

Last reviewed 17 August 2026.

Who is the data controller?

AI Metric Ltd, a private limited company registered in England & Wales, company number 16448110. Registered office: Liverpool, England.

For any question about this notice or about the personal data we hold, contact chris@ai-metric.com.

What data do we collect, and why?

We collect personal data in three situations, and only what each one needs.

When	What	Why	Lawful basis
You submit the enquiry form	Name, email address, and whatever you choose to write in the message	To reply to your enquiry	Legitimate interests: responding to someone who has asked us to
You ask for a callback	Name, company, phone number, and whatever you choose to write about where your time is going	To ring you back	Steps taken at your request before entering a contract
You book a call	First name, surname, email address	To hold the appointment and send the meeting link	Steps taken at your request before entering a contract

Cookies, analytics and advertising

We advertise on Google, and we need to know which adverts lead to a call rather than paying for clicks we cannot account for. To do that we use Google Analytics and Google Ads.

Nothing is stored on your device until you accept it. When you first arrive you are asked, and every advertising and analytics cookie stays switched off unless you choose Accept. Decline and they stay off. You can change your mind by clearing this site's data in your browser, which makes the question appear again.

If you accept, we record which pages you view, when you click a booking link or an email address, and when you send the enquiry or callback form. We use this to count how many enquiries an advert produced. We do not use it to build a profile of you, we do not sell it, and there is no Meta pixel, LinkedIn tag, heatmap or session recorder on any page of this site.

Lawful basis: your consent, which you give at the banner and can withdraw at any time.

Who else processes it?

Three third parties, each for one purpose:

Metric Hub, our own system, receives enquiry and callback form submissions, records them and emails them to us.
Google operates the appointment booking page used for calls, and provides the Analytics and Ads services described above. The Analytics and Ads part applies only if you accepted cookies.

We do not sell personal data, and we do not share it with anyone else except where we are legally required to.

How long is it kept?

Enquiries that do not lead to work are deleted within 24 months. Where an enquiry becomes a client engagement, the records are kept for the duration of the engagement and for six years afterwards, in line with ordinary commercial and tax record-keeping. Callback requests are treated the same way as enquiries.

Analytics data is held by Google for the retention period set on our Analytics property and is not kept by us separately. To have your enquiry, callback request or booking deleted, email chris@ai-metric.com and say so. You do not have to give a reason.

What are your rights?

Under UK GDPR you can ask us for a copy of the personal data we hold about you, ask us to correct it, ask us to delete it, object to our processing it on the basis of legitimate interests, and ask us to restrict processing while a question is resolved. Email chris@ai-metric.com and we will respond within one month.

If you are not satisfied with our response you can complain to the Information Commissioner's Office at ico.org.uk.

Changes to this notice

If this notice changes we will update the date at the top. Material changes affecting how we use data already collected will be notified directly to anyone affected.