Privacy Policy

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)
• 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 an event through our registration portal (name, email)
• 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 (via Google Tag Manager, and also directly) — 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 and on the public pages of our portal (booking a package, registering for an event), 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 through the same tag manager, 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.
• 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.

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, or send the program guide or action plan you asked for
• To send information about upcoming events you have registered for
• To follow up after a session when relevant
• 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.

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 — event registration
• 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
• 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.