Privacy and cookies
Who we are
This notice explains how Thought&Function Ltd (“Thought & Function”, “we”) uses personal data when you visit thoughtandfunction.com, book a call with us, or work with us. We are the controller of the personal data described here.
Registered name: Thought&Function Ltd
Registered in England and Wales, company number 10277510
Registered office: 4th Floor Silverstream House, 45 Fitzroy Street, London W1T 6EB
VAT number: GB273972466
Email for questions about this notice or your data: privacy@thoughtandfunction.com
What we collect and why
What | When | Why | Lawful basis |
|---|---|---|---|
How you use the site: pages viewed, clicks, device and browser type, approximate location from your IP address, and the link or ad that brought you | Every visit, unless you reject analytics | To see how the site is used and where visitors come from, so we can improve it | Legitimate interests |
Session recordings: mouse movement, clicks and scrolling, with anything typed into forms masked | Only after you click Accept | To find and fix parts of the site that confuse people | Consent |
Google Ads click ID and whether you then booked a call | Only after you click Accept | To measure which ads lead to calls and stop paying for the ones that don’t | Consent |
Booking details: name, email, notes, the time you chose, and the source of your visit | When you book a call | To arrange and prepare for the call and record how you found us | Steps you ask us to take before a contract; legitimate interests for the source |
Business contact details and correspondence | When you contact us or we work together | To reply, deliver our services and keep business records | Contract; legitimate interests; legal obligation for financial records |
Email address for marketing | If you are a client, a former client, or have asked about our services | To tell you about our services. You can opt out at any time | Legitimate interests, and consent where the law requires it |
We never sell your personal data.
Cookies and similar technologies
Cookies and browser storage let a site remember things between pages and visits. These are the ones on thoughtandfunction.com.
Tool | Provider | What it stores | How long | Runs before you choose? |
|---|---|---|---|---|
Cookie banner | Framer | Your Accept or Reject choice ( | Until you clear it | Yes, strictly necessary |
Booking calendar | Cal.com, on our contact and campaign pages | A random ID that holds a time slot while you book ( | Cookie: until you close your browser. Browser storage: until you clear it | Yes, strictly necessary for the calendar to work |
Site analytics | PostHog | A random visitor ID ( | 1 year | Yes, for statistics only. Stops if you reject |
Visit source | Thought & Function | The campaign that brought you, such as “google / cpc” ( | 90 days | Yes. Deleted if you reject |
Session recording | PostHog | A recording of your visit, with form input masked | Recordings kept 30 days | No, only after Accept |
Google Analytics 4 | Visitor and session IDs ( | 2 years | No, only after Accept | |
Google Ads conversion tracking | The ad click ID ( | 90 days | No, only after Accept | |
Google Tag Manager | Nothing itself. It loads the Google tools above | Not applicable | Yes | |
Site statistics | Framer | Nothing on your device. Framer counts visits without cookies | Not applicable | Yes |
Your choices
The cookie banner appears on your first visit.
Accept turns on everything in the table above.
Reject stops PostHog analytics, deletes our visit-source record, and keeps session recording and the Google tools from setting cookies. Google’s tools may still send a cookie-free signal that a page was viewed or a call was booked, which does not identify you.
If you don’t choose, only site statistics run: PostHog analytics and our visit-source record. UK law allows cookies used solely to collect statistics for improving a website without asking first, as long as you are told and can object. Nothing used for advertising runs until you click Accept.
You can change your mind at any time with the Cookie settings link at the foot of every page, which shows the banner again, or by clearing cookies in your browser.
Who we share data with
We use these providers to run the site and our business. They process data for us under contract.
Provider | What for | Where data is held | Safeguard for transfers from the UK |
|---|---|---|---|
PostHog | Site analytics and session recordings | EU, with access from the United States | UK adequacy for the EU. For access from the US: the UK-US data bridge, with standard contractual clauses and the UK Addendum |
Analytics, ad measurement, tag management and email (Gmail) | Google data centres worldwide, including the United States | UK-US data bridge, with standard contractual clauses as a fallback | |
Cal.com, Inc. (United States) | Booking calendar | United States | Standard contractual clauses with the UK Addendum |
Attio Ltd (UK) | Customer records | Google Cloud Platform in the United States | Standard contractual clauses with the UK Addendum |
Framer B.V. (Netherlands) | Website hosting, cookie banner and site statistics | Amazon Web Services in the United States, with infrastructure in Europe and Asia-Pacific | Data Privacy Framework where the recipient is certified, otherwise standard contractual clauses with the UK Addendum |
When we build or host platforms for our clients, we handle their customers’ data on the client’s instructions under our contract with them. The client is the controller of that data.
How long we keep data
Each kind of data has a set period, after which it is deleted.
Data | Kept for |
|---|---|
Site analytics events (PostHog) | 7 years, the fixed period on our PostHog plan. We delete yours sooner if you ask |
Session recordings (PostHog) | 30 days |
Visit-source record in your browser | 90 days |
Google Analytics data | 14 months. Each visit restarts the period for data linked to your visitor ID. Standard reports keep totals that do not identify you, such as page view counts |
Booking and contact details of people who do not become clients | 24 months after last contact |
Client records | 6 years after the engagement ends, for tax and legal claims |
Your rights and how to complain
You can ask us to:
give you a copy of the personal data we hold about you;
correct it;
delete it;
restrict how we use it, or object to it, including to site analytics;
send it to you or another provider in a usable format;
withdraw consent you gave, which you can also do through Cookie settings.
Email privacy@thoughtandfunction.com. We reply within one month.
If you are unhappy with how we have handled your data, tell us first at the same address. We will acknowledge your complaint within 30 days and respond without undue delay. You can also complain to the Information Commissioner’s Office at ico.org.uk/make-a-complaint or on 0303 123 1113.
We update this notice when the tools we use change. Last updated 27 October 2026.