The Execution Lab ("we", "us", "our") respects your privacy. This policy explains what information we collect when you visit this site or interact with our services, how we use it, and your rights regarding it.
1. What you give us directly
We collect information you provide directly when you:
- Ask for the free guide on our home page (first name, email address, and whether you opted in to marketing email)
- Request the program guide on our Fundamentals page (email address, and whether you opted in to marketing email)
- Score your business on our Income over Effort page and ask for your action plan (email address, the two scores you gave, and whether you opted in to marketing email)
- Join the waitlist for a program, course or package that is coming soon (email address and which product) — we email you once, when it can be bought
- Register for a cohort through our registration portal (name, email, and the details the registration form asks for)
- Book a call or session through Cal.com (name, email, and any notes you add)
- Register for one of our events on its page on this site (name, email, phone if you give it, and your answers to the questions the event asks)
- Tell us how one of our events went, from the link in the email we send afterwards (the face you pick and any words you write, kept with your registration for that event)
- Join our Slack community (name, email, and profile information)
- Buy a program through the store (the products you chose and, if you tick the box, your marketing opt-in go to our customer records; your name, email and payment details go directly to Stripe — we never see or store your card number)
- Send us a message or email directly
2. What we collect automatically
When you browse this site, analytics and advertising tools run in your browser and collect information about your visit. These include:
- Google Analytics — pages you view, how you got here, approximate location from your IP address, and general device and browser details. It sets cookies to recognise a returning browser. It runs on this site — event registration included — and on the public pages of our portal (booking a package), and the two are linked so one visit reads as one visit. We also tell it what you do along the way: the products you look at, add to your cart or remove, the offers you are shown, a coupon you try, a checkout you begin, a form you send, a video you start, and a link that takes you off this site — never your name or email.
- Google Ads conversion tracking — loaded with Google Analytics’ own tag, it tells Google Ads when a visit from one of our ads led to something we count as a conversion, and sets cookies through google.com and doubleclick.net to recognise the browser that clicked the ad.
- Where you came from — when you arrive from an ad or a link that carries campaign tags, this site and our portal keep, in a first-party cookie for 90 days, the campaign tags (utm_source, utm_medium, utm_campaign, utm_content, utm_term), the click identifier the ad network added (fbclid, gclid, li_fat_id, ttclid or msclkid), the outside page that sent you and the page you landed on. When you register for one of our events, place an order, book a session, ask for a file or an action plan, or join a waitlist, we store those with it, together with your IP address and browser details, so we can see which campaigns bring people who actually attend and buy. The IP address and browser details are deleted 30 days later — for an event registration, 30 days after the event; the rest stays with the registration, order, booking or request.
- Meta (Facebook and Instagram) ad measurement — when you register for one of our events, attend it, ask for a file or an action plan, join a waitlist, or buy from us, our server tells Meta that it happened, so our ads on Facebook and Instagram can learn which people go on to attend and buy. What Meta receives is a one-way hash (SHA-256) of your email, phone number, first and last name and our internal record id — never the plain values — together with the Facebook ad click you arrived from and Meta’s browser identifier, if you have them, the IP address and browser details of the visit, the page, what happened and when, and for a purchase, its amount. Meta uses this under its own terms to match the event to an ad and to measure and improve our campaigns. Meta’s own pixel also runs in your browser on every page of this site, loaded through Google Tag Manager: it tells Meta which pages you view, and on our event pages when you open the registration form and when your registration completes, and Meta may set its own cookies and recognise you if you use Facebook or Instagram.
- Testing our event pages — we try different versions of some event registration pages against each other to learn which one helps more people register. Each visitor is placed on one version, and a first-party cookie keeps them on it; we count, per version, how many people viewed the page and how many registered. Nothing about you is shared with anyone for this, and the version you see never changes what you are asked for.
- LinkedIn Insight Tag — measures whether our LinkedIn ads led to a visit, and allows us to show ads to people who have visited this site. LinkedIn may recognise you if you are a LinkedIn member.
Some blog posts were recorded as a YouTube video. The post shows a still image until you press play; only then does the page load YouTube’s player (youtube-nocookie.com), and YouTube receives your IP address and may set its own cookies, governed by Google’s privacy policy. Nothing is sent to YouTube if you do not press play.
When you begin a checkout, the identifiers Google Analytics gave your browser travel with it to Stripe, and once the checkout is paid — or lapses unpaid — our server reports that outcome to Google Analytics against the same visit, so we can see where buying breaks down. Nothing else about the order goes with it.
To keep pages fast, Google Tag Manager and Meta’s pixel run in a background worker in your browser (Partytown), which this site registers for that purpose; they collect exactly what is described above, no more. Meta’s script is fetched for that worker through our own server, which passes the script along and keeps nothing about you beyond its standard request log.
Google Cloud Run serves this site and keeps standard server request logs. The Income First webinar page sends you to Luma’s registration page and forwards the campaign and ad-click parameters from the URL (such as UTM tags, gclid, fbclid) so your registration is attributed to the campaign that brought you. Luma receives your IP address to serve that page. Luma is not given anything about you beyond what any request carries — your IP address, and the page you asked for.
Section 5 explains how to turn these off.
3. How we use your information
- To respond to your inquiry, confirm your booking, send the program guide or action plan you asked for, or tell you a product you are waiting for is available
- To send information about upcoming events you have registered for
- To follow up after a session when relevant
- To ask the people who came to an event how it went, and to read what they told us so the next one is better
- To show who else is going on an event’s page: once ten or more people have registered, the page may show some of them by first name, the initial of their last name and their profile photo — never a full last name or an email address
- To deliver a program you have registered for, and to take payment for it
- To communicate updates about The Execution Lab if you have opted in
- To understand how the site is used so we can improve it
- To measure our advertising and reach people who have shown interest in our programs
We do not make automated decisions about you that produce legal or similarly significant effects.
4. Marketing email and consent
We only send marketing email to people who have asked for it. When you tick the consent box on our forms, we record the exact wording you agreed to and when, as required by Canada’s Anti-Spam Legislation (CASL). Every marketing email includes an unsubscribe link, and you can also unsubscribe by emailing us. Unsubscribing does not stop transactional messages about a program you have registered for.
5. Cookies and browser storage
This site sets Google Analytics cookies (names beginning with _ga) to recognise a returning browser and group page views into a visit. It also stores a small amount of data in your browser’s local storage: the contents of your store cart (tel_cart, which lists the programs you added and nothing about you), and an identifier used by the LinkedIn Insight Tag. After a purchase, a session-storage key (tel_purchase_…, gone when the tab closes) marks that the purchase was already counted, so reloading the page never counts it twice. Both this site and our portal set tel_touch (90 days: the campaign tags and ad click identifier you arrived with, the page that sent you and the page you landed on), and _fbc and _fbp (90 days, in the format Meta’s advertising tools use: the Facebook ad click you arrived from, if any, and a random identifier for this browser), shared across theexecutionlab.ca and its portal. When you register for an event, a cookie named ep_ followed by the event’s address (one year) holds the random code of your seat, so reopening the event page shows your ticket rather than the form again. On an event page we are testing, tel_lp (180 days) holds the random code of the page version you were shown, so you see the same one each time you come back.
You can clear or block all of this in your browser settings. You can also opt out of Google Analytics with the Google Analytics opt-out add-on, and opt out of LinkedIn advertising through LinkedIn’s retargeting controls. Blocking these has no effect on how the site works. Third-party platforms you navigate to (Cal.com, Luma, Slack, Stripe, our registration portal) set their own cookies, governed by their own policies.
6. Third-party services
We use the following third-party platforms to operate our services. Each has its own privacy policy:
- Cal.com — scheduling and bookings
- Luma — Income First webinar registration
- Our registration portal — booking a 1:1 package
- Slack — community platform
- Stripe — payment processing and the checkout page for store purchases
- Google Analytics and Google Tag Manager — website analytics
- Google Ads — advertising and conversion measurement
- LinkedIn — advertising measurement and retargeting
- Meta (Facebook and Instagram) — advertising measurement, from our server and, on every page, Meta’s pixel
- Google Cloud Run — website hosting
Our customer records and our registration portal run on systems we operate ourselves. Several of these providers are based outside Canada, so your information may be stored or processed in other countries, including the United States, under their laws.
We do not sell, rent, or trade your personal information with any third party.
7. Data retention
We keep your information only as long as necessary to provide the service you requested or as required by law. You can ask us to delete your data at any time.
8. Your rights
You have the right to access, correct, or request deletion of your personal information, and to withdraw your consent at any time. If you are located in Canada, this policy is designed to comply with the Personal Information Protection and Electronic Documents Act (PIPEDA).
To exercise any of these rights, contact us at abel@theexecutionlab.ca.
9. Changes to this policy
We may update this policy occasionally. When we do, we will revise the "Last updated" date at the top. Continued use of the site after changes constitutes acceptance of the updated policy.
10. Contact
Questions? Reach us at abel@theexecutionlab.ca.