Privacy Policy

Last updated: March 2026

Who I am

This website, apurvashah.co, is the personal website of Apurva Shah, based in London, United Kingdom. It is not operated by a company or business entity. For any privacy-related queries, you can contact me at reachme@apurvashah.co.

What data I collect and why

Website analytics

I use Google Analytics (GA4) to understand how visitors engage with this site — which pages are visited, how long people stay, and how they found the site. This helps me improve the content and experience.

Google Analytics collects data such as your IP address (anonymised), device type, browser, operating system, approximate geographic location, pages visited, and time spent. I have enabled IP anonymisation, which means your full IP address is never stored or visible to me.

I do not use this data to identify, profile, or target individual visitors. I do not run advertising on this site.

Google Analytics uses cookies to collect this information. These cookies are only set after you provide consent via the cookie banner. For more details, see my Cookie Policy.

Contact information

If you contact me via email, I will receive and store the information you provide (your name, email address, and the content of your message). I use this only to respond to your enquiry. I do not add you to any mailing list or share your details with third parties.

No other data collection

This site does not use contact forms, user accounts, newsletter sign-ups, or any other mechanism that collects personal data beyond what is described above.

  • Analytics: Consent. Google Analytics only loads after you click “Accept” on the cookie banner. You can decline or withdraw consent at any time.
  • Email correspondence: Legitimate interest (responding to your enquiry).

Data sharing

I do not sell, rent, or share your personal data with any third party, except:

  • Google LLC processes analytics data on my behalf under their data processing terms. Google may transfer data outside the UK/EEA under standard contractual clauses.

Data retention

  • Analytics data: Retained by Google for 14 months, then automatically deleted.
  • Email correspondence: Retained for as long as reasonably necessary to maintain the relationship, then deleted.

Your rights

Under UK GDPR, you have the right to:

  • Access the personal data I hold about you
  • Request correction or deletion of your data
  • Withdraw consent for analytics at any time (clear your cookies or use your browser’s privacy settings)
  • Lodge a complaint with the Information Commissioner’s Office (ICO) at ico.org.uk

To exercise any of these rights, contact me at reachme@apurvashah.co.

Changes to this policy

I may update this policy from time to time. Material changes will be reflected in the “last updated” date at the top of this page.