Privacy policy

Last updated: August 13, 2026 · Version 2.0

This policy explains what personal information Lineage & Heritage collects, why we collect it, who else sees it, how long we keep it, and what you can ask us to do about it. We have tried to write it so that it describes what actually happens on this site, rather than what a template says usually happens.

If anything here is unclear, write to support@lineageandheritage.com and a person will answer you.

Who we are

Fufos LLC is the controller of the personal information described in this policy. This site serves customers in the United States.

What we collect

Information you give us

• Your email address, so we can deliver your book and contact you about your order.
• The surname you want researched, and any family origin, region or spelling variant you tell us about.
• Your name and country, taken at checkout for billing.
• Anything you write to us by email or through a form.

A surname, on its own or combined with a stated family origin, can say something about a person’s ancestry. We treat it accordingly: it is used to produce your book and for nothing else, and we do not use it to build advertising audiences or infer anything about you.

Payment information

Payments are processed by Stripe. Your card number never reaches our servers and we never see it or store it. We receive confirmation that a payment succeeded, the amount, the currency, and the billing name and country.

Information collected automatically

• Our own analytics. We record page views, referrer, UTM campaign parameters, the product tier viewed, and purchase events. This is tied to a randomly generated identifier stored in a cookie (la_aid), not to your name. We do not log your IP address in our own analytics. For purchase events the record includes your email address and the surname ordered, so that we can connect an order to the visit that produced it.
• Standard server logs kept by our hosting provider, which do include IP addresses, for security and abuse prevention.
• Session recording and heatmaps through Microsoft Clarity, which reconstructs how visitors move through the site. Clarity masks text entered into form fields by default.
• Advertising measurement through the Meta pixel and Meta’s Conversions API. See the next two sections — this is the part of our data handling that most people want to know about, so we describe it explicitly.

Cookies, analytics and advertising

We use cookies and similar technologies for three purposes: to keep the store and cart working, to understand how the site is used, and to measure advertising.

• Necessary. WooCommerce cart and session cookies. The site does not work without them.
• Analytics. Our own la_aid and la_utm cookies, and Microsoft Clarity.
• Advertising. Meta’s _fbp and _fbc cookies.

We do not currently show a cookie consent banner, and these technologies load when you arrive on the site. We would rather say that plainly than describe a consent mechanism we have not built. You can control them in these ways:

• Block or delete cookies in your browser settings, including third-party cookies specifically.
• Turn off Clarity’s collection through Microsoft’s opt-out, at choice.microsoft.com.
• Manage how Meta uses your activity from businesses in your Meta account settings, under “Your activity off Meta technologies”.
• Opt out of our sharing for advertising using the form described in Your U.S. state privacy rights below.

What we share with Meta, and why

When you buy, and at certain steps before that, we send event information to Meta so we can measure which advertising works. This happens both from your browser (the Meta pixel) and from our server (Meta’s Conversions API).

What we send with a purchase event:

• Your email address, first name, last name and country, each hashed with SHA-256 before it leaves our server. Hashing means Meta receives a fingerprint rather than the value itself, and uses it to match you to an existing account. It is not anonymization.
• Your IP address and browser user agent, which are sent unhashed, because Meta requires them in that form.
• The Meta cookie identifiers _fbp and _fbc.
• The order value, currency and order identifier.

We do not send Meta the surname you asked us to research, or anything about your ancestry. That information stays with us.

Under some U.S. state privacy laws, sharing information this way is treated as “sharing for targeted advertising” or even as a “sale”, regardless of whether money changes hands. We are not going to argue about the label. If you do not want it to happen, use the opt-out below and we will stop.

Who else receives your information

We do not sell your personal information for money. We work with the following providers, each of which receives only what it needs:

• Stripe — payment processing. Privacy policy
• Klaviyo — order emails, delivery emails and marketing email. Receives your email address, name, and information about what you ordered.
• Meta Platforms — advertising measurement, as described above.
• Microsoft — Clarity session recording and heatmaps.
• Cloudflare — content delivery, DNS and security.
• Our hosting provider — the servers that run this site and store your order and your book.
• Google — Workspace, which hosts the mailbox we answer you from.
• Editorial production tools — the software we use to research, draft and typeset your book processes the surname and the details you provide.

We may also disclose information where the law requires it, to enforce our terms, to investigate fraud or abuse, or in connection with a sale or reorganization of the business.

How long we keep it

We want to be accurate about this rather than quote periods we do not actually enforce.

• Order records — including your email address, the surname researched and the payment record — are kept for as long as we are trading and for the periods U.S. tax and accounting rules require. We do not delete them on a schedule.
• Your finished book stays available at its private download link so that you can retrieve it again. Tell us if you would rather we removed it.
• Analytics records are kept indefinitely at present.
• Support emails are kept in our mailbox.
• Marketing contacts in Klaviyo are kept until you unsubscribe.

If you ask us to delete your information, we will, keeping only what we need to evidence the transaction and meet our tax obligations.

Your choices

• Marketing email. Every marketing email has an unsubscribe link, and it works immediately. You will still get transactional email about an order you placed.
• Access, correction and deletion. Write to support@lineageandheritage.com from the address you ordered with and tell us what you want. We answer within 45 days and usually far sooner. We may ask a question to confirm it is really you, which protects you rather than us.
• Advertising. See the opt-out below.

Your U.S. state privacy rights

Several states — California, Colorado, Connecticut, Virginia, Texas, Oregon, Montana, Nebraska and others — give residents rights over their personal information. Some of those laws do not apply to a business our size. Rather than work out which ones technically bind us, we extend the following to every customer in the United States:

• The right to know what we hold about you and where it came from.
• The right to a copy of it.
• The right to correct anything inaccurate.
• The right to delete it, subject to the records we must keep.
• The right to opt out of sharing for targeted advertising.
• The right not to be treated differently for exercising any of the above. Your book, your price and our service do not change.

To exercise any of these, email support@lineageandheritage.com with the word PRIVACY in the subject line. There is no account to create and no form to fill in first.

Sensitive information. A surname combined with a stated family origin can indicate ethnic or national origin, which several state laws treat as sensitive. We do not sell or share that information for advertising, ever, and we do not use it to build advertising audiences. That is a firm limit, not a preference.

We do not knowingly process the personal information of anyone under 16 for targeted advertising.

Authorized agents. You may use an authorized agent to make a request on your behalf; we will ask for proof of the authorization.

Security

The site is served over HTTPS, payment data is handled entirely by Stripe and never reaches us, access to the store’s administration is restricted, and your finished book sits behind a long random link that is not listed or guessable.

We are not going to claim more than that. No system is perfectly secure, and a privacy policy that promises military-grade anything is telling you something about the person who wrote it rather than about the system. If we ever become aware of a breach affecting your information, we will tell you and the relevant authorities as the law requires.

Children

This site is intended for adults. We do not knowingly collect personal information from anyone under 13, and our products are not directed to children. If you believe a child has given us information, write to support@lineageandheritage.com and we will delete it.

Changes to this policy

If we change this policy we will update the date and version at the top. If a change materially affects how we use information we already hold about you, we will tell you by email before it takes effect.

Contact

Questions, requests, or anything that reads wrong to you: support@lineageandheritage.com.

Fufos LLC, a Wyoming limited liability company.