Privacy Policy

This Privacy Policy explains how Lucid Water Co. ("Lucid," "we," "us," or "our") collects, uses, discloses, and protects information when you visit lucidwater.co or our deployment URLs (collectively, "the Site"), interact with our forms, communicate with us by email or phone, or click on our advertisements. By using the Site or providing us your information, you agree to the practices described below.

1. Who we are

Lucid Water Co. is a residential water treatment business serving the San Francisco Bay Area. You can reach us at:

• Email: info@lucidwater.co
• Phone: (650) 502-5195

For privacy-related questions or to exercise any of the rights described below, contact us at the email above with the subject line "Privacy Request."

2. Information we collect

Information you provide directly

When you submit one of our forms (the Get Started modal, the Check Your Water tool, or our area-waitlist form), we collect:

• First and last name
• Email address
• Phone number
• Home ZIP code
• Whether you own your home
• Any free-text content you choose to send us by email or phone

Information collected automatically

When you visit the Site, our hosting provider and analytics tools may automatically collect:

• Device and browser information (type, version, screen size, language)
• IP address and approximate location derived from it
• Pages viewed, links clicked, and time spent on the Site
• Referring URL (the page that sent you to us)
• Cookie identifiers and similar tracking identifiers

Information from advertising and analytics partners

If you reach the Site through an ad we run on Meta (Facebook or Instagram), Google, or another platform, the platform may share with us the click identifier associated with that ad. We use the Meta Pixel and may use Google Analytics or similar tools to measure ad performance and analyze how visitors use the Site. These tools place cookies or similar identifiers in your browser and report aggregated and event-level data back to the respective platforms.

3. How we use your information

We use the information described above to:

• Respond to your inquiry and provide the water report or system information you requested
• Schedule and complete your installation, including coordinating with the licensed plumber who installs the system
• Send service-related communications (appointment confirmations, install reminders, follow-up regarding your system)
• Send marketing communications about Lucid products and services where you've opted in or where permitted by law (you can opt out at any time)
• Operate, secure, and improve the Site and our services
• Measure the effectiveness of our advertising and create custom or lookalike audiences on platforms like Meta and Google
• Comply with legal obligations and enforce our terms

4. How we share your information

We do not sell your personal information for money. We share information only with the following categories of recipients, and only as needed for the purposes above:

• Service providers we use to run our business. These include our customer relationship management platform (GoHighLevel), our website hosting provider (Vercel), our source-code platform (GitHub), and the email/SMS providers connected through GoHighLevel. Each receives only what it needs to perform its function.
• The licensed plumber assigned to your install, who needs your name, address, phone number, and install details to perform the work.
• Advertising and analytics partners, including Meta Platforms, Inc. (Facebook/Instagram) and Google LLC. Through the Meta Pixel and similar tools we may share hashed contact information and event data (such as form submissions and page views) so these platforms can attribute conversions, optimize ad delivery, and build advertising audiences. Sharing personal information with advertising partners may qualify as a "sale" or "sharing" under the California Consumer Privacy Act — see Section 8 below for how to opt out.
• Legal and safety recipients, when required by law, in response to a valid legal process, or to protect our rights, property, or safety or that of others.
• A successor entity, in the event of a merger, acquisition, financing, reorganization, or sale of business assets.

5. Cookies and tracking technologies

We use cookies and similar technologies — including the Meta Pixel, Meta Conversions API, and Google analytics tags — for the following purposes:

• Necessary: running the Site and remembering choices you've made (e.g., a closed modal).
• Analytics: understanding how visitors find and use the Site so we can improve it.
• Advertising: measuring conversions, retargeting visitors with ads, and building audiences on Meta and Google.

You can control cookies through your browser settings, and you can adjust your ad preferences directly with Meta (facebook.com/adpreferences) and Google (adssettings.google.com). Disabling cookies may affect some functionality of the Site.

6. Data retention

We keep contact and lead information for as long as we have an ongoing relationship with you and for a reasonable period afterward in order to follow up about service, comply with our legal obligations, resolve disputes, and enforce our agreements. You can ask us to delete your information at any time using the contact details above; we will honor the request except where retention is required by law.

7. Security

We use industry-standard administrative, technical, and physical safeguards to protect your information, including encrypted transport (HTTPS) for the Site, access controls on our CRM, and limiting personal information to staff and contractors who need it to do their work. No method of transmission or storage is 100% secure, and we cannot guarantee absolute security.

8. Your privacy rights

All visitors

• Access the information we hold about you
• Correct information that's inaccurate
• Delete your information, subject to legal exceptions
• Opt out of marketing emails using the unsubscribe link in any message we send, or by emailing us
• Opt out of pixel-based ad tracking through your browser, your device, or the ad-platform settings linked above

California residents (CCPA / CPRA)

If you are a California resident, the California Consumer Privacy Act and California Privacy Rights Act give you additional rights:

• Right to know the categories of personal information we collect, the sources, the purposes, and the categories of recipients
• Right to access the specific pieces of personal information we hold about you
• Right to delete personal information we collected from you, subject to permitted exceptions
• Right to correct inaccurate personal information
• Right to opt out of "sale" or "sharing" of your personal information for cross-context behavioral advertising. Although we do not sell personal information for money, our use of advertising cookies and pixels may qualify as "sharing" under California law. You can exercise this right by emailing us at info@lucidwater.co with the subject line "Do Not Sell or Share My Personal Information," or by enabling the Global Privacy Control signal in your browser, which we will honor.
• Right to non-discrimination — we will not deny you service, charge you a different price, or provide a different level of service because you exercised any of these rights.

To make any request above, email info@lucidwater.co. We will verify your identity using information you provide and respond within the timeframe required by law (generally 45 days). You may also designate an authorized agent to make a request on your behalf.

9. Children's privacy

The Site and our services are intended for adults. We do not knowingly collect personal information from children under 16. If you believe a child has provided us with personal information, contact us and we will delete it.

10. International users

Lucid Water Co. operates in the United States, and our service providers store information in the United States. If you access the Site from outside the U.S., you understand that your information will be transferred to and processed in the U.S., where data protection laws may differ from those in your country.

11. Changes to this policy

We may update this Privacy Policy from time to time. When we do, we'll change the "Last updated" date at the top. If the changes are material, we'll provide a more prominent notice (such as a banner on the Site or an email to recent leads). We encourage you to review this page periodically.

12. Contact us

Questions, concerns, or requests about this policy or your information:

• Lucid Water Co.
• Email: info@lucidwater.co
• Phone: (650) 502-5195

This Privacy Policy is provided for informational purposes and is not legal advice. If you have specific legal concerns about how your information is handled, consult a qualified attorney.