Privacy
Last updated September 2026. Short, because there is not much of it.
Icarus SPF is a fictional brand created to demonstrate the Nloop advertising platform. Measuring which advertising works is the thing this site exists to show, so the data flow described below is not incidental to it — it is the demonstration. Nothing here is sold and no goods are shipped.
What we collect
Your email address
Only if you type it into a reserve form. It is stored with the date, the page you submitted from, and the product you were looking at if there was one.
Campaign parameters and click identifiers
When you arrive from an advertisement, the link usually carries parameters
describing the campaign — utm_source, utm_medium,
utm_campaign, utm_content, utm_term — and
sometimes a click identifier such as gclid (Google),
fbclid (Meta), ttdclid (The Trade Desk),
msclkid (Microsoft) or li_fat_id (LinkedIn).
We read those from the address bar and keep them in your browser's local storage. They stay on your device and are only sent to us if you later submit a reserve form, at which point they are stored alongside your email so we can tell which advertisement led to which signup. We keep the first set you arrive with rather than the most recent, so a later visit does not erase how you originally found us — but only for 90 days. After that the record has aged out and the next visit starts a fresh one, the same way advertising platforms cap how far back a click can be credited.
Page events
The site records which pages are viewed, which products are opened, and whether the quiz was started and finished. These are queued in the page for an analytics container to collect.
Google Tag Manager
Every page loads a Google Tag Manager container, which is how the events above are inspected and forwarded. Google may set cookies and receive your IP address and user agent as part of that request. Google's handling of it is covered by their own privacy policy.
What we don't do
- We do not sell your email address or pass it to anyone as a mailing list.
- We do not send marketing sequences. One email, when there is something to ship.
- We do not ask for a payment method, because there is nothing to buy.
How long we keep it
Waitlist records are kept until the launch they relate to is over, or until you ask us to delete yours. The attribution parameters in your browser's local storage are yours to clear at any time — clearing site data for this domain removes them.
Getting removed
Email hello@icarusspf.com and say so. One line is enough, you do not need to explain, and we will confirm when it is done.