Privacy Policy
This policy explains how Prima LLC ("Prima," "we," "us") handles information in connection with the Prima software (the "Service") and the website primaleads.io. Questions: hello@primaleads.io.
Who this covers
The Service is used by law firms ("Customers") and their staff. Prima processes information on each Customer's behalf and under its instructions. For information about a Customer's own clients and callers, the Customer decides how that information is used; Prima acts as its service provider.
Information we handle
Account information
Names, work email addresses and sign-in details of Customer staff who use the Service.
Information from services a Customer connects
When a Customer connects an account, the Service reads the data needed to provide the features the Customer uses:
- Google Ads: account settings, campaigns, budgets, search terms, ads, keywords, conversion actions and performance metrics; and, when the Customer approves a change, the change itself.
- Google Business Profile: the business location and posts, so approved posts can be published.
- Google Search Console: the searches and pages the Customer's website appears for, with clicks, impressions and positions.
- Call tracking (for example CallRail or Twilio): call records such as caller phone number, time, duration, tracking number, source and landing page, and the status the Customer's staff assign to a call.
- Website forms: the name, phone number, email and message a person submits on the Customer's website.
- Website publishing (for example WordPress): pages the Customer's attorneys approve for publication.
Public search data
Search rankings and AI-assistant answers for the Customer's market, obtained from search data providers and AI services. These requests contain search phrases, not personal information.
How we use information
Only to provide and secure the Service for the Customer that connected it: reporting rankings, calls and advertising results; preparing changes for the Customer's approval and applying approved changes; publishing approved content; alerting the Customer's staff about leads waiting for a call back; and, when a Customer turns it on, reporting which advertising calls became qualified or retained matters back to Google Ads as conversions, using the caller's phone number, the call time and a neutral lead level only (no names, case facts or notes).
We do not sell personal information. We do not use Customer data for advertising, and we do not use it to train general-purpose AI models.
Google user data
Prima's use and transfer to any other app of information received from Google APIs will adhere to the Google API Services User Data Policy, including the Limited Use requirements. Specifically, data obtained through Google APIs is used only to provide the features described above to the Customer that authorized access; it is not transferred to others except as needed to provide those features, to comply with law, or as part of a merger or acquisition with notice; it is not used for advertising; and our staff do not read it except with the Customer's permission, for security purposes, or to comply with law. A Customer can revoke Prima's access at any time at myaccount.google.com/permissions.
Service providers
We use providers to run the Service, each limited to that purpose: cloud hosting (DigitalOcean), domain and DNS (Cloudflare), search data (DataForSEO), the AI services a Customer enables to check AI answers (which receive search questions, not Customer data), and messaging (Twilio) when a Customer uses texting. Information a Customer chooses to send to Google Ads or other connected services is handled under those services' terms.
Retention and deletion
We keep Customer data while the Customer uses the Service, plus backup copies kept for up to 14 days. When a Customer stops using the Service or asks us to, we delete its data, including backups as they expire, unless the law requires us to keep it. Requests: hello@primaleads.io.
Security
The Service runs over HTTPS, access requires a sign-in, credentials for connected services are stored on the server and not in the browser, and every change the Service makes to a connected account is logged.
Children
The Service is for businesses and is not directed to children under 13.
Changes
We will post changes here and update the date above. Material changes will be sent to Customers by email.
Contact
Prima LLC · hello@primaleads.io