Privacy policy
Last updated 6 August 2026.
This site is run by me, Ingvar Rueckemann, through ITR Konsult AB (org.nr 559430-5244), Stockholm, Sweden — the company is the data controller for everything described here. I keep this short and in plain language, because that’s the whole point of the site. If anything here is unclear, ask me through the contact form.
What runs on this site
Two analytics tools, and only after you accept them: Google Analytics 4 and Microsoft Clarity. Until you click Accept on the cookie banner, neither one loads and no cookie is set. If you decline, nothing loads at all. The legal basis for analytics is your consent (GDPR Art. 6(1)(a)) — no consent, no analytics. There are no advertising cookies, no remarketing, and no ad-personalization signals — ever.
Your Accept/Decline choice itself is stored in your browser (localStorage, not a cookie) for 12 months so the banner doesn’t ask again. That’s strictly necessary and needs no consent.
Why I use them
To see which pages are useful and which aren’t, so I can make the site better. Google Analytics tells me the numbers — where visitors come from, which pages get read. Clarity shows me the shape of it — heatmaps and session replays (with typed text masked) that reveal where a page confuses people. That’s it. I don’t sell any of it, and I don’t use it to target ads.
What’s collected
Usage data: pages viewed, rough (city-level) location, device and browser type, referring source, and interactions like clicks and scrolling — plus session replays in Clarity with typed text masked. No accounts, no names, no financial data. If you’ve accepted analytics, I also record when the eToro link or the newsletter form is used (which page, which button — nothing about you personally). And if you click through to eToro, you’re on their site: eToro’s own cookies and privacy policy take over from there.
If you subscribe to the newsletter, I store the email address you give me for that purpose only, with your consent as the legal basis; there’s an unsubscribe link in every email. If you write to me through the contact form, I store what you send — your message, your email address, and your name if you give it — solely to read and answer it, and no longer than that takes. The site’s hosting also produces standard server logs (including IP addresses) for security and operations — that runs on legitimate interest (GDPR Art. 6(1)(f)).
How long it’s kept
Google Analytics data is retained for 14 months. Clarity keeps individual session recordings for 30 days and aggregated heatmap data for up to 9 months. Newsletter emails are kept until you unsubscribe. Server logs are kept briefly by the hosting provider and rotate out automatically.
Who processes it
Four companies process data on my behalf: Google (Analytics), Microsoft (Clarity), Supabase (the database where newsletter addresses are stored), and Vercel (website hosting, which handles the server logs). Google, Microsoft and Vercel are US companies — where data leaves the EU/EEA it’s transferred under the EU–US Data Privacy Framework or the EU standard contractual clauses. Their own terms govern what they do with it:
Your choices and rights
You can change or withdraw your consent at any time — it’s as easy as giving it. Use in the footer to re-open the banner and switch your choice. Declining deletes the analytics cookies already set, and the tools stop loading from your next page view. Under the GDPR you also have the right to access, correct, or delete the data held about you, and to object to its processing — send the request through the contact form and I’ll handle it. If you believe I’ve got this wrong, you can lodge a complaint with the Swedish Authority for Privacy Protection (IMY), imy.se.
See also the disclosures in the how copying works page and the sitewide footer.