Privacy Policy

LA Flooring ("we," "our," or "us") is committed to protecting your personal information. This Privacy Policy explains how we collect, use, disclose, and safeguard information when you visit our website, request services, or otherwise interact with us. Please read it carefully. By using our site, you consent to the practices described herein.

This policy applies to all digital and offline interactions between LA Flooring and our customers, prospects, and website visitors, including through our website, web forms, telephone, and in-store consultations. It covers data collected through the following channels and third-party technologies: Google Analytics 4, WhatConverts lead tracking, Meta (Facebook/Instagram) Pixel and Conversions API, Google Ads and Google Tag, LinkedIn Insight Tag, StackAdapt programmatic display advertising, and any other analytics or advertising platforms we may deploy.

A. Information You Provide Directly

• Contact information: name, email address, phone number, mailing address
• Project details: property type, room dimensions, flooring preferences, budget range
• Appointment and estimate requests
• Payment information: processed through secure third-party payment processors; LA Flooring does not store full card numbers
• Communications you send us by email, phone, or web form

B. Information Collected Automatically

When you visit our website, we and our third-party partners automatically collect:

• IP address (may be truncated or anonymized)
• Browser type and version, device type, operating system
• Pages visited, time on site, click paths, scroll depth
• Referring URLs and search queries
• Geographic region (city/state-level, derived from IP)
• Session duration and interaction events (form views, button clicks, phone number clicks)
• Cookie identifiers and advertising identifiers

C. Call and Lead Tracking Data (WhatConverts)

We use WhatConverts to track the source of inbound phone calls and web form submissions. WhatConverts assigns unique phone numbers that forward to our business line and captures call recordings (where permitted), caller ID, call duration, and the marketing channel that drove the call. This data is used solely for measuring marketing effectiveness. Call recordings are stored by WhatConverts and subject to their privacy policy.

D. Sensitive Personal Information

We do not intentionally collect sensitive personal information such as Social Security numbers, financial account details (beyond what is necessary for payment processing), health or medical information, racial or ethnic origin, political opinions, religious beliefs, or biometric data.

We use cookies, pixel tags, web beacons, and similar technologies to operate our website and deliver advertising. Below is a detailed description of each technology in use:

Google Analytics 4 (GA4)
Provider: Google LLC. Purpose: Measures website traffic, user behavior, engagement metrics, and conversion events (form submissions, phone clicks, estimate requests). Data collected: anonymized IP, session data, event interactions, device and browser information. Data is processed in accordance with Google's Privacy Policy at policies.google.com/privacy. GA4 data is retained in Google's systems per our configured retention settings. You may opt out at tools.google.com/dlpage/gaoptout.

Google Ads / Google Tag
Provider: Google LLC. Purpose: Tracks conversions from Google Search, Display, YouTube, and Performance Max campaigns. Enables remarketing audiences (showing ads to past website visitors). The Google Tag fires on our website and reports conversion events back to Google Ads. Remarketing lists are built using pseudonymized cookie identifiers and matched against Google's advertising network. You may manage Google ad personalization at adssettings.google.com.

Meta Pixel and Meta Conversions API (CAPI)
Provider: Meta Platforms, Inc. Purpose: Measures performance of Facebook and Instagram advertising campaigns, enables retargeting of website visitors on Meta platforms, and supports lookalike audience creation. The Meta Pixel fires on our website and may collect your IP address, cookie data, browser information, and page-level events. The Meta Conversions API (server-side) supplements pixel data by sending hashed event data directly from our server to Meta, improving measurement accuracy. Hashed data (email, phone, name) is transmitted as a SHA-256 hash and is not stored by us in unhashed form beyond the event. Meta's data practices are governed by Meta's Data Policy at facebook.com/policy.

LinkedIn Insight Tag
Provider: LinkedIn Corporation. Purpose: Enables LinkedIn advertising conversion tracking and retargeting. The Insight Tag collects member data (job title, employer, industry) when a LinkedIn member visits our site. Data is used to measure campaign effectiveness and show ads to relevant audiences on LinkedIn. LinkedIn's cookie policy governs data handling. You may opt out at linkedin.com/psettings/guest-controls.

StackAdapt (Programmatic Advertising)
Provider: StackAdapt Inc. Purpose: Serves programmatic display, native, video, and connected TV (CTV/OTT) advertisements across premium publisher networks. StackAdapt uses cookies and device identifiers to deliver audience-targeted ads, measure impressions, and track conversions. Audience segments may be built from behavioral data collected on our site. Data practices are governed by StackAdapt's Privacy Policy at stackadapt.com/privacy.

WhatConverts
Provider: WhatConverts LLC. Purpose: Dynamic number insertion (DNI) for call tracking, form tracking, and lead attribution. Assigns unique tracking phone numbers by visitor session to attribute calls to specific marketing campaigns. May collect caller phone number, call duration, recording (where legally permitted), and referral source. Data is stored within WhatConverts's platform.

WP Consent (Cookie Consent Management)
We use WP Consent to manage cookie consent. On your first visit, you will be presented with a cookie consent banner. Non-essential cookies (analytics, advertising) are only loaded upon your explicit consent. You may withdraw consent at any time by revisiting cookie settings. Essential cookies required for website operation are loaded regardless of consent status.

Other Third-Party Technologies
We may periodically add or remove marketing technology partners. When we do, this policy will be updated. Current and future partners may include DSPs, CDPs, attribution platforms, email service providers, and CRM systems. All partners are required to handle data per applicable privacy laws.

We use the information we collect for the following purposes:

• To respond to your inquiries, schedule estimates, and fulfill service agreements
• To send project updates, appointment confirmations, and follow-up communications
• To process payments and prevent fraud
• To improve our website, services, and marketing materials
• To measure the effectiveness of our advertising campaigns across Google, Meta, LinkedIn, StackAdapt, and other platforms
• To deliver targeted advertising to current and prospective customers through remarketing
• To build statistical models and lookalike audiences for advertising purposes
• To conduct lead attribution and determine which marketing channels are driving qualified leads (via WhatConverts)
• To comply with legal obligations and enforce our Terms and Conditions

If you are located in the European Economic Area, United Kingdom, or Switzerland, we process your personal data on the following legal bases:

• Contract performance: Processing necessary to fulfill your service request or estimate
• Legitimate interests: Analytics, marketing attribution, fraud prevention, and improving our services
• Consent: Behavioral advertising cookies and tracking technologies (obtained through our cookie consent banner)
• Legal obligation: Compliance with applicable laws and regulations

We do not sell your personal information. We share information only in the following circumstances:

• Service providers: Third-party companies that help us operate our business (scheduling software, payment processors, email platforms, CRM systems). These providers are contractually bound to use your data only to provide services to us.
• Advertising platforms: Hashed event data (email, phone, name — SHA-256) may be shared with Google, Meta, and LinkedIn for conversion matching and audience building. These platforms use the data to measure ad performance and deliver relevant ads.
• Analytics providers: Anonymized or pseudonymized behavioral data is shared with Google Analytics and StackAdapt.
• Lead tracking: Call recordings and lead data shared with WhatConverts for attribution reporting.
• Legal requirements: We may disclose information when required by law, subpoena, court order, or to protect our rights or the safety of others.
• Business transfers: In the event of a merger, acquisition, or sale of assets, personal information may be transferred as part of that transaction.

California (CCPA / CPRA)
California residents have the right to: know what personal information we collect; access a copy of your data; request deletion; request correction; opt out of the sale or sharing of personal information for cross-context behavioral advertising; limit use of sensitive personal information; and non-discrimination for exercising rights. To submit a verified request, use the form at /do-not-sell-my-information/ or contact us at [email protected].

Colorado (CPA / CRPA)
Colorado residents have the right to: access, correct, delete, and obtain a portable copy of personal data; opt out of targeted advertising and profiling; and appeal our decisions regarding your rights requests. Contact us at [email protected].

Virginia (VCDPA)
Virginia residents have the right to access, correct, delete, and obtain a copy of personal data; opt out of targeted advertising and profiling; and appeal decisions. Contact us at [email protected].

Florida
Florida residents may request access to, correction of, and deletion of personal information we hold. We do not sell personal information. Contact us at [email protected] or 352-748-0200.

European Economic Area / GDPR
EEA residents have the right to access, rectification, erasure, restriction of processing, data portability, and to object to processing. You also have the right to lodge a complaint with your supervisory authority. Contact our privacy contact at [email protected].

We respond to verified requests within 45 calendar days (or as required by applicable law). We may extend by an additional 45 days in complex cases.

We retain personal information for as long as necessary to fulfill the purposes described in this policy, including:

• Customer project records: 7 years (for warranty, legal, and tax purposes)
• Marketing and analytics data: 26 months in Google Analytics; 180 days in Meta; per-platform defaults for other ad platforms
• Call recordings (WhatConverts): 90 days unless otherwise required
• Email communications: 3 years
• Payment records: as required by Florida law and our payment processor

Upon request, we will delete your personal information from our systems to the extent required by applicable law, unless retention is necessary for legal compliance, dispute resolution, or enforcement of agreements.

We implement commercially reasonable technical, administrative, and physical safeguards to protect your personal information against unauthorized access, disclosure, alteration, and destruction. These include SSL/TLS encryption for data in transit, access controls limiting staff access to personal data, and secure hosting on WP Engine's infrastructure. However, no internet transmission or electronic storage is 100% secure. We cannot guarantee absolute security.

Our website may contain links to third-party websites, services, and social media platforms. This Privacy Policy does not apply to those third-party sites. We encourage you to review the privacy policies of any third-party sites you visit.

Our website and services are not directed to children under 13. We do not knowingly collect personal information from children under 13. If we become aware that we have collected personal information from a child under 13 without parental consent, we will delete that information promptly. If you believe we have collected information from a child under 13, please contact us at [email protected].

We may update this Privacy Policy periodically to reflect changes in our practices, technologies, or applicable law. The "Last Updated" date at the top indicates when the policy was last revised. Material changes will be posted on this page. Your continued use of our website after any changes constitutes acceptance of the updated policy.

For privacy questions, to exercise your rights, or to submit a data request, contact us at:

• Email: [email protected]
• Phone: 352-748-0200
• Mail: LA Flooring, 336-C Shopping Center Dr, Wildwood, FL 34785
• Online form: Privacy Rights Request Form