Privacy Policy

1. Information We Collect

1.1 Information You Provide Directly

When you interact with Novarc Digital or our clients' marketing campaigns, we may collect:

• Contact information: name, email address, phone number, and business name
• Inquiry details: information you submit through contact forms, appointment request forms, or landing pages managed by Novarc Digital on behalf of our clients
• Communication records: messages, call transcripts, and correspondence when you contact us or interact with an AI-powered receptionist system we operate
• Client account information: for business clients who engage Novarc Digital for marketing services, we collect business and billing information necessary to provide our services

1.2 Information We Collect Automatically

When you visit websites owned or operated by Novarc Digital, or landing pages we manage on behalf of our clients, we automatically collect:

• Device and browser information: IP address, browser type, operating system, and device identifiers
• Usage data: pages visited, time spent, links clicked, and referring URLs
• Meta Pixel data: when a Meta (Facebook) Pixel is installed on a page we manage, Meta collects information about your interactions with that page as described in Section 3
• Google Ads and Analytics data: when Google Ads conversion tracking, Google Tag Manager, or Google Analytics 4 is installed on a page we manage, Google collects information about your interactions with that page as described in Section 3
• Call tracking data: when you call a phone number displayed on a landing page or ad we manage, our call-tracking provider (CallRail) records call metadata (number called, time, duration) and, where lawful and disclosed, may record audio of the call to support advertising attribution and quality assurance
• Cookie and tracking data: as described in Section 4

1.3 Information from Third Parties

We may receive information about you from:

• Meta Platforms (Facebook/Instagram): when you interact with ads run by Novarc Digital or our clients, Meta may share aggregated performance data, lead information (through Meta Lead Ads), and audience insights in accordance with Meta's Terms of Service
• Google Ads and Local Services Ads: when you click an ad or submit a lead through a Google Ads or LSA campaign managed by Novarc Digital, Google may share campaign performance data, conversion metrics, and (for LSA) lead contact information through the Google Ads API in accordance with Google's Terms of Service
• GoHighLevel (CRM platform): our clients' customer relationship management data processed through our marketing platform
• CallRail (call tracking): phone-call metadata, call recordings (where lawful and disclosed), and call-attribution data tied to Google Ads and Meta campaigns we manage
• Public records and business directories: for prospecting and outreach purposes on behalf of clients

2. How We Use Your Information

We use the information we collect to:

2.1 Service Delivery

• Operate and improve our AI-powered marketing systems, including automated lead response, AI receptionist services, and Meta Ads management
• Manage and optimize advertising campaigns on behalf of our clients on Meta platforms (Facebook and Instagram)
• Book appointments and facilitate communication between leads and our clients' businesses
• Deliver reports, analytics, and campaign performance data to our clients

2.2 Communication

• Respond to inquiries submitted through our website or our clients' landing pages
• Send follow-up messages, appointment reminders, and nurture sequences via SMS and email on behalf of our clients (for leads who have opted in)
• Send service updates, invoices, and account communications to our business clients

2.3 Business Operations

• Analyze campaign performance to improve our AI systems and advertising strategies
• Comply with legal obligations
• Protect the rights, safety, and property of Novarc Digital, our clients, and the public

2.4 Legal Basis for Processing

We process personal information based on: (a) your consent where required; (b) performance of a contract when processing is necessary to provide services you or your business requested; (c) legitimate business interests; and (d) compliance with legal obligations.

3. Advertising Platforms & API Data (Meta & Google)

Novarc Digital is an authorized user of Meta's Marketing API, Google's Ads API, and the Google Ads Manager Account (MCC) framework. This section explains how we handle data in connection with these advertising platforms. Sections 3.1–3.4 cover Meta. Sections 3.5–3.9 cover Google.

3.1 Meta Business Tools

We install and operate Meta Business Tools — including the Meta Pixel, Conversions API, and Meta Lead Ads — on websites and landing pages managed on behalf of our clients. These tools enable us to:

• Measure the effectiveness of advertising campaigns
• Optimize ad delivery and targeting
• Create custom and lookalike audiences for advertising
• Track conversions (such as form submissions and appointment bookings)

3.2 Data Received from Meta

Through our use of Meta's Marketing API, we may receive:

• Lead data: contact information submitted through Meta Lead Ads forms (name, email, phone number) with the user's consent at the time of form submission
• Campaign performance data: aggregated metrics such as impressions, clicks, reach, cost per result, and conversion data
• Audience insights: aggregated and anonymized demographic data used to optimize campaign targeting

3.3 Our Obligations Regarding Meta Data

All data received through Meta's platforms is used solely for the purpose of delivering advertising services to the specific client whose campaign generated that data. We:

• Do not use Meta platform data to build profiles unrelated to advertising services
• Do not sell, license, or transfer Meta user data to any party other than the client on whose behalf it was collected
• Do not use Meta platform data to re-identify anonymous users
• Comply with Meta's Platform Terms, Advertising Policies, and Business Tools Terms
• Retain Meta-sourced lead data only for as long as necessary to deliver the requested service

3.4 Opting Out of Meta Advertising

You can control how Meta uses your data for advertising through your Facebook account settings at facebook.com/ads/preferences. You may also opt out of interest-based advertising through the Digital Advertising Alliance at optout.aboutads.info.

3.5 Google Ads Platforms and APIs

Novarc Digital is an authorized user of the Google Ads API and operates a Google Ads Manager Account (MCC) for managing client campaigns. The Google products and tools we use on behalf of our clients include:

• Google Ads Manager Account (MCC): the agency-level account that links to and manages our clients' individual Google Ads accounts under written client authorization
• Google Ads API: programmatic access to client advertising accounts for reporting, campaign management, keyword research, and bid optimization
• Local Services Ads (LSA): Google's pay-per-lead advertising program for verified local service providers
• Google Tag Manager and Google Ads conversion tracking: installed on landing pages we manage for our clients to track form submissions and call conversions
• Google Analytics 4: for measuring website and landing page traffic on properties we manage
• CallRail integration: for tracking phone-call conversions from Google Ads campaigns and importing call conversions back into Google Ads

3.6 Data Accessed Through the Google Ads API

Through our authorized use of the Google Ads API, we access and process the following data on behalf of each client:

• Campaign and account performance data: impressions, clicks, conversions, cost-per-click, cost-per-lead, click-through rate, conversion rate, ad position, and quality score
• Account structure data: campaign names, ad group names, ad copy, keyword lists, negative keywords, and audience targeting settings
• Search terms reports: aggregated and anonymized search query data, as made available by Google
• Conversion tracking data: conversion events tied to client campaigns (form submissions, phone calls, appointment requests)
• Local Services Ads data: for clients running LSA, we receive call records, lead messages, dispute outcomes, and review ratings as made available by Google

All Google Ads API data is scoped to the specific client account that authorized our agency access. We do not access or attempt to access advertising data from accounts that have not granted our MCC explicit authorization.

3.7 Our Obligations Regarding Google Ads API Data

All data we access through the Google Ads API is used solely for the purpose of managing and reporting on the specific client's advertising campaigns under our service agreement. We:

• Do not use Google Ads API data to build profiles, audiences, or analytics products unrelated to the originating client's campaigns
• Do not sell, license, rent, or transfer Google Ads API data to any party other than the client whose account generated it
• Do not combine Google Ads API data across clients to create cross-account audiences or insights
• Do not use Google Ads API data to target advertising at end users outside the originating client's campaigns
• Comply with the Google Ads API Terms of Service, the Required Minimum Functionality (RMF) requirements, and the Google API Services User Data Policy, including the "Limited Use" requirements
• Retain Google Ads API data only as long as necessary to perform the requested service (see Section 6)
• Maintain reasonable administrative, technical, and physical safeguards over any Google Ads API data we store

3.8 Opting Out of Google Advertising

You can control how Google uses your data for advertising through Google Ads Settings at adssettings.google.com. You may also opt out of interest-based advertising through the Digital Advertising Alliance at optout.aboutads.info, or through your browser's cookie management or "Do Not Track" settings.

3.9 Client Authorization and Revocation

Our Google Ads API access to a client's account is granted by the client at the time of onboarding through Google's standard MCC link request flow. Clients may revoke our access at any time directly through their Google Ads account interface or by contacting us at hello@novarcdigital.com. Upon revocation, we cease all API access to the client's account immediately and process any stored data in accordance with our retention and deletion policies (Section 6).

4. Cookies and Tracking Technologies

4.1 What We Use

Novarc Digital and our clients' landing pages may use cookies and similar technologies including:

• Essential cookies: required for the website or landing page to function correctly
• Analytics cookies: to understand how visitors interact with our pages (e.g., page views, session duration)
• Advertising cookies: placed by Meta Pixel to track conversions and enable ad targeting on Facebook and Instagram; placed by Google Ads, Google Tag Manager, and Google Analytics 4 to measure campaign performance, attribute conversions, and improve ad delivery

4.2 Your Cookie Choices

You can control cookies through your browser settings. Disabling advertising cookies will not remove ads you see — it will make them less relevant to your interests. To opt out of Meta's cookies used for advertising, visit facebook.com/ads/preferences.

5. Third-Party Services and Data Sharing

We share information with third parties only in the following circumstances:

5.1 Service Providers

We engage trusted service providers who process data on our behalf under strict confidentiality agreements:

• Anthropic (Claude AI): AI language model used to power our automated response, content generation, and routing systems
• GoHighLevel: CRM, automation, communications, and AI Voice Agent platform used to manage leads, run SMS/email nurture sequences, and operate AI receptionist services. Covered under a Business Associate Agreement where the underlying client engagement involves protected health information.
• Meta Platforms, Inc.: for retargeting ad delivery, campaign management, and lead data through Meta's Marketing API
• Google LLC: for Google Ads campaign management (via the Google Ads API), Google Ads Manager Account (MCC) operations, Local Services Ads, Google Tag Manager, Google Analytics 4, advertising attribution, text-to-speech services, image generation, and AI model services. We operate under the Google Ads API Terms of Service, Required Minimum Functionality requirements, and the Google API Services User Data Policy (Limited Use).
• CallRail: call tracking platform used to measure phone-call conversions from advertising campaigns and route calls to client offices
• Twilio / SMS providers: for automated SMS communication with leads

5.2 Our Clients

Lead information you submit through a landing page or form managed by Novarc Digital on behalf of a client business (such as a dental practice) is shared with that client for the purpose of following up with you about their services. The client's privacy practices govern their subsequent use of your information.

5.3 Legal Requirements

We may disclose your information if required to do so by law, subpoena, or other legal process, or if we believe in good faith that disclosure is necessary to protect our rights, your safety, or the safety of others.

5.4 Business Transfers

In the event Novarc Digital or Aetherius LLC is acquired, merges with, or transfers assets to another entity, personal information we hold may be transferred as part of that transaction. We will notify you by updating this policy.

5.5 We Do Not Sell Your Data

6. Data Retention

We retain personal information for as long as necessary to fulfill the purposes described in this policy, unless a longer retention period is required by law.

• Lead data collected through client campaigns: retained for the duration of the client relationship, then deleted or anonymized within 90 days of service termination
• Meta Lead Ads data: retained for up to 90 days after collection, or until the lead has been contacted and the business relationship concluded
• Google Ads API data (campaign performance, account structure, conversion data): retained for the duration of the client relationship plus 90 days for audit and reconciliation purposes. Aggregated, de-identified performance benchmarks may be retained longer for internal optimization research and are never linked back to individual end users.
• Local Services Ads (LSA) data: lead records and call data retained for the duration of the client relationship plus 90 days, then deleted or returned to the client
• CallRail call-tracking data and recordings: retained for up to 1 year per client agreement, then permanently deleted
• Website analytics: aggregated data retained for up to 2 years
• Client account data: retained for the duration of the business relationship plus 7 years for legal and tax compliance purposes
• AI receptionist call transcripts: retained for up to 1 year, then permanently deleted

You may request deletion of your data at any time as described in Section 7.

7. Your Rights and Choices

Depending on your location and applicable law, you may have the following rights regarding your personal information:

• Access: request a copy of the personal information we hold about you
• Correction: request that we correct inaccurate or incomplete information
• Deletion: request that we delete your personal information, subject to certain legal exceptions
• Opt-out of SMS/email communications: reply STOP to any SMS message we send, or click the unsubscribe link in any email
• Opt-out of advertising: see Section 3.4 for Meta advertising opt-out options and Section 3.8 for Google advertising opt-out options
• Data portability: request your data in a portable format where technically feasible

To exercise any of these rights, contact us at hello@novarcdigital.com. We will respond within 30 days. We may need to verify your identity before processing your request.

8. California Residents (CCPA/CPRA)

If you are a California resident, you have specific rights under the California Consumer Privacy Act (CCPA) and the California Privacy Rights Act (CPRA):

8.1 Categories of Information Collected

In the past 12 months, we have collected the following categories of personal information: identifiers (name, email, phone, IP address); commercial information (transaction records, service history); internet or electronic network activity (browsing behavior on pages we manage); and inferences drawn from this information to create a profile about preferences or behavior.

8.2 Your California Rights

• Right to Know: request disclosure of the categories and specific pieces of personal information we have collected about you
• Right to Delete: request deletion of your personal information
• Right to Correct: request correction of inaccurate personal information
• Right to Opt-Out of Sale/Sharing: we do not sell or share personal information for cross-context behavioral advertising
• Right to Non-Discrimination: we will not discriminate against you for exercising any of these rights

To submit a verifiable consumer request, contact us at hello@novarcdigital.com or call us. We will verify your identity and respond within 45 days.

9. Children's Privacy

Our services are directed to adults aged 18 and older. We do not knowingly collect personal information from children under the age of 13. If you believe we have inadvertently collected information from a child under 13, please contact us immediately at hello@novarcdigital.com and we will promptly delete that information.

10. Security

We implement industry-standard technical and organizational measures to protect your personal information against unauthorized access, disclosure, alteration, or destruction. These measures include encrypted data storage, access controls, and regular security reviews of our systems.

No method of transmission over the internet or electronic storage is 100% secure. While we strive to protect your information, we cannot guarantee absolute security. If you believe your information has been compromised, contact us immediately at hello@novarcdigital.com.

11. Changes to This Policy

We may update this Privacy Policy from time to time. When we make material changes, we will update the "Last updated" date at the top of this page. We encourage you to review this policy periodically.

For significant changes, we will provide additional notice — such as posting a notice on our website or sending an email to our clients — prior to the change becoming effective.

12. Contact Us

If you have questions, concerns, or requests related to this Privacy Policy or your personal information, please contact us: