Privacy Policy
Last updated: April 2026
Who we are
The Equalizer is a free SEO audit tool operated by Rebel Marketer, based in the United Kingdom. If you have any questions about this policy, contact us at hello@rebelmarketer.co.uk.
What we collect and why
Email address
When you sign up to use The Equalizer, we ask for your email address. We use this to keep you informed about updates and improvements to the tool. We will not sell your email or use it for unrelated marketing. Legal basis: legitimate interest in maintaining a user relationship for a free service.
Analytics (cookies)
With your consent, we use Google Analytics 4 (GA4) to understand how the tool is used — which features are popular, how long sessions last, and where users drop off. This helps us improve the product. GA4 sets cookies in your browser to identify sessions. We do not use advertising or remarketing cookies. Legal basis: consent.
URLs you audit
When you enter a URL for auditing, that URL is sent to our server to fetch and analyse. We do not store the URLs you audit or the audit results.
Cookies
We use the following cookies:
| Cookie | Purpose | Duration |
|---|---|---|
| _ga, _ga_* | Google Analytics — distinguishes users and sessions | 2 years |
| equalizer_cookie_consent | Stores your cookie preference (localStorage, not a cookie) | Until cleared |
| equalizer_email | Remembers that you have signed up (localStorage) | Until cleared |
Analytics cookies are only set after you give consent via the cookie banner. You can withdraw consent at any time by clearing your browser storage.
Third parties
- Google Analytics (GA4) — analytics platform. Data is processed in the EU/US under Google's standard contractual clauses. See Google's privacy policy.
- Google Ads — we use Google Ads for conversion tracking to measure the effectiveness of our advertising. This may involve cookies to record when a user has seen or clicked an ad. We do not use personalised remarketing. Governed by Google's privacy policy.
- Vercel — hosting provider. May process IP addresses and request logs for security and performance. See Vercel's privacy policy.
- Google Sheets — we store email addresses in a private Google Sheet accessed only by Rebel Marketer.
How long we keep your data
Email addresses are kept until you unsubscribe or request deletion. Analytics data retention is set to 14 months in GA4. We do not retain audit results or audited URLs.
Your rights
Under UK GDPR you have the right to:
- Access the personal data we hold about you
- Correct inaccurate data
- Request deletion of your data
- Withdraw consent for analytics at any time
- Object to processing based on legitimate interest
- Lodge a complaint with the ICO at ico.org.uk
To exercise any of these rights, email us at hello@rebelmarketer.co.uk.
Changes to this policy
We may update this policy as the tool evolves. Significant changes will be noted at the top of this page with an updated date.
The Equalizer by Rebel Marketer