Visitor Tag Disclosure

Last updated: May 11, 2026

The Trailfire visitor tag is a small JavaScript snippet that businesses install on their own websites. It collects basic signals from website visitors so the business can send targeted direct-mail postcards and build advertising audiences. This page explains what the tag does, what data it collects, how visitors can opt out, and provides copy-paste language that Trailfire customers must add to their own privacy policies.

1. What the Tag Collects

When a visitor loads a page that contains the Trailfire tag, we collect:

IP address
Page URL, referrer, and timestamp
User agent (browser and operating system)
Approximate geographic region (derived from IP)
An anonymous visitor identifier (first-party cookie) to deduplicate repeat visits

We do not collect names, email addresses, phone numbers, form inputs, payment details, health information, or any data the visitor types into the site. We do not record screen content or keystrokes.

2. How the Data Is Used

Trailfire uses the visitor data on behalf of the business that installed the tag, for three purposes:

Direct-mail matching: We pass visitor IP addresses to licensed third-party data providers, who match the IP to a household postal address. The business may then send a postcard to that address.
Advertising audiences: We may build hashed-email or hashed-identifier audiences and upload them to the business's connected Google Ads or Microsoft Ads accounts for use as Custom Audiences.
Fraud filtering: We identify suspicious or bot traffic and sync IP exclusion lists to the business's ad accounts to reduce wasted ad spend.

Trailfire does not sell visitor data. We share it only with the third-party providers required to deliver these features, under data processing agreements.

3. How Visitors Can Opt Out

Visitors who do not wish to be tracked by the Trailfire tag can opt out using any of the following methods:

Global Privacy Control (GPC): Our tag honors GPC signals automatically. Enable GPC in your browser or install a GPC-supporting extension.
"Do Not Sell or Share" requests: Email [email protected] with the IP address (if known) or device identifier you'd like excluded.
Browser tracking protection: Most browsers (Safari, Firefox, Brave) and ad blockers will prevent the Trailfire tag from loading.
Postcard opt-out: If you have already received a postcard generated from this data, follow the opt-out instructions printed on the postcard, or email [email protected].

4. Obligations of Businesses Using the Tag

If your business installs the Trailfire visitor tag on your website, you act as the data controller for visitors to your site. You are responsible for:

Updating your own website's privacy policy to disclose the tag and its use (see sample language below)
Implementing a compliant cookie/consent banner if you operate in or serve visitors from jurisdictions that require opt-in consent (EU/UK, etc.)
Honoring opt-out requests received directly from your website's visitors
Only installing the tag on web properties you own or are authorized to manage

See our Acceptable Use Policy, Section 6 for full obligations.

5. Sample Privacy Policy Language

Copy and paste the following text into your own website's privacy policy. Replace [Your Business Name] with your business name. This language is provided as a starting point and does not constitute legal advice; consult your own counsel.

Sample text

Marketing analytics and direct mail. [Your Business Name] uses a marketing analytics tool provided by Trailfire, Inc. ("Trailfire") on this website. When you visit our site, Trailfire collects your IP address, the pages you view, your browser type and operating system, your approximate geographic region (derived from your IP), and an anonymous visitor identifier stored in a first-party cookie. Trailfire does not collect your name, email address, phone number, form inputs, or payment details.

We use this information, with assistance from Trailfire and its licensed third-party data partners, to:

Match anonymous visitors to household postal addresses so we can mail you marketing postcards;
Build advertising audiences for use in our Google Ads, Microsoft Ads, and similar advertising accounts;
Filter fraudulent and bot traffic from our advertising campaigns.

We do not sell this information. Trailfire acts as our data processor and is bound by a data processing agreement.

Your choices. You can opt out at any time by:

Enabling Global Privacy Control (GPC) in your browser, which Trailfire's tag honors automatically;
Using a browser, extension, or ad blocker that blocks third-party scripts;
Emailing [email protected] with an opt-out request;
Contacting us directly at [your contact email].

For more information about how the Trailfire tag works, see trailfire.com/visitor-tag-disclosure.

Important: This sample is a starting point. Depending on the laws applicable to your business and visitors (CCPA, CPRA, GDPR, UK GDPR, Virginia CDPA, etc.), you may need additional disclosures, a "Do Not Sell or Share My Personal Information" link, a consent banner, or data subject rights workflows. Trailfire does not provide legal advice. Please consult qualified counsel.

6. Data Retention

Raw visitor logs are retained for 90 days. Aggregated, hashed audience identifiers are retained for up to 18 months or until the customer disconnects the tag, whichever is shorter. Suppression lists (opt-outs, fraud exclusions) are retained indefinitely to honor opt-outs.

Questions?

If you have questions about the visitor tag, please contact us:

Trailfire, Inc.

Email: [email protected]