SPECTRA MEDICAL DEVICES PRIVACY POLICY

Last modified: December 10, 2023

Spectra Medical Devices, LLC (“Spectra Medical Devices” or “we” or “us”) respects your privacy and is committed to protecting it through our compliance with this policy. This Privacy Policy (our “Privacy Policy”) describes the information we collect, how we collect information, and the reasons we collect information. This Privacy Policy also describes the choices you have regarding the information Spectra Medical Devices collects, including how you can manage, update, or request to delete information.

Please take a moment to review this Privacy Policy. You may scroll through this Privacy Policy or use the headings below. It is important that you understand this Privacy Policy. By using our Platform, you are agreeing to the terms of this Privacy Policy. If you have any questions or concerns about this Privacy Policy, you may contact us at any time using the Contact Information at the end of this Policy, or use the https://www.spectramedical.com/contact/ page of our Platform.

If you do not agree with our policies and practices, your choice is not to use our Platform. By accessing or using our Platform you agree to this Privacy Policy. This Privacy Policy may change from time to time (see Changes to Our Privacy Policy). Your continued use of our Platform after we make changes is deemed to be acceptance of those changes, so please check this Privacy Policy periodically for updates.

CONTENTS

1. Key Terms & Definitions and Scope of Our Privacy Policy
2. Personal Information
3. Why and How We Use Your Personal Information
4. Why and How We Share Your Personal Information
5. Your Choices for How We Collect, Use and Share Your Personal Information
6. Accessing, Correcting and Deleting Personal Information
7. Children’s Privacy
8. Jurisdiction-Specific Privacy Rights
9. Data Security
10. Changes to Our Privacy Policy
11. Contact Information
12. Glossary
13. Spectra Medical Devices GDPR Privacy Addendum
14. Spectra Medical Devices CALIFORNIA Privacy Addendum

1. Key Terms & Definitions and Scope of our Privacy Policy

It is helpful to start by explaining some of our key terms and definitions used in this Privacy Policy.

“Personal Information” or “Personal Data”: Information identifying, relating to or about an identified or identifiable individual, as described more fully in this Policy.

“Platform”: Our Websites and related functionality and online services, as applicable.

“Privacy Policy” or “Policy”: This privacy policy.

“Products”: Any products available for purchase on or through our Platform, or that we otherwise provide or sell to you.

“Website”: Our websites located at www.spectramedical.com and https://store.spectramedical.com/.

“Spectra Medical Devices,” “we,” “us”: Spectra Medical Devices, LLC.

Please refer to our Glossary for additional explanations of terms and phrases used in this Policy.

When does our Privacy Policy apply?

This Privacy Policy describes the types of information we may collect from you when you visit or use our Platform or any components of our Platform, and when we communicate with you electronically, such as through our Platform, email, and other electronic messages between Spectra Medical Devices and you.

When does our Privacy Policy not apply?

This Privacy Policy does not apply to information (a) we collect from you through any offline or in-person or face-to-face interactions we have with you, or through an audio-only telephone conversations; (b) by any other websites or platforms operated by us, unless the website or platform is listed above or links to this Privacy Policy; (c) collected by any third-party website that we may provide a link to or that is accessible from our Platform; or (d) covered in part or in whole by a separate privacy policy provided by us (e.g., relating specifically to health information, financial information, other special information, etc.).

Terms of Use.

This Privacy Policy is incorporated into and governed by our Terms of Use, which is found at found at https://www.spectramedical.com/terms-of-use/, incorporated herein by reference.

2. Personal Information

What is Personal Information?

Personal Information is information that you provide to us which personally identifies you, such as your name, address, email address, telephone number, medical license number, or billing information, or other data that can be reasonably linked to such information by Spectra Medical Devices, such as information we associate with your Spectra Medical Devices account.

What types of Personal Information do we collect?

We collect and use Personal Information in order to operate and provide our Platform to you, including our Products. You may provide Personal Information to us, and we may collect Personal Information from you automatically as you use and navigate through our Platform.

How do we collect your Personal Information?

Information you provide to us. You may provide Personal Information to us through our Platform. For example, you may be able to register to use our Platform or create an account with us, which allows or requires you to provide certain information to us (e.g., contact information such as your name, email address, telephone number, etc.). You provide Personal Information and other information to us when you contact us through our Platform.

When you purchase Products. You can purchase Products, or make payments to us, through our Platform. In these situations, we collect your credit card, debit card or other payment card information or bank or other financial account information. We use third-party payment processors to collect and process your payment information.

Online Activity. We collect information about your activity on our Platform, Internet, network, and other online activity information, such as browsing history, search history, and information regarding your interaction with our Platform and other websites. We use various technologies to collect and store location information, including cookies, pixels or pixel tags, local storage, such as browser web storage or application data caches, databases, session replay, and server logs.

Information we collect automatically as you use our Platform. We collect Personal Information and information automatically about the computers, devices, browsers and your Internet activity as you use and interact with our Platform. The information we collect typically includes Unique Identifiers, browser type and settings, device types and settings, operating system, mobile network information including carrier name and phone number, and application version number. We also collect information about the interaction of your browsers and devices with our Platform, such as IP address, device type, system activity, wireless carrier name (when you use a wireless or mobile device), and the date, time, and referrer URL of your request. Note that we obtain your consent before using or sharing your Personal Information for purposes of non-essential cookies or tracking technologies. We use the following technologies to automatically collect data:

• Cookies. We and our service providers may use cookies, web beacons, and other technologies to receive and store certain types of information whenever you interact with our Platform through your computer or mobile device. Some of the cookies we use are "session" cookies, meaning that they are automatically deleted from your hard drive after you close your browser at the end of your session. Session cookies are used to optimize performance of the Website and to limit the amount of redundant data that is downloaded during a single session. We also may use "persistent" cookies, which remain on your computer or device unless deleted by you (or by your browser settings). We may use persistent cookies for various purposes, such as statistical analysis of performance to ensure the ongoing quality of our Platform. We and third parties may use session and persistent cookies for analytics and advertising purposes, as described herein.
• Facebook Pixel and Instagram. We use Facebook Pixel and Instagram, a web analytics and advertising service provided by Facebook Inc. (“Facebook”) on our Platform. With its help, we and our customers can keep track of what users do after they see or click on a Facebook or Instagram advertisement, keep track of users who access our Platform or advertisements from different devices, and better provide advertisements to our target audiences. The data from Facebook Pixel and Instagram is also saved and processed by Facebook. Facebook can connect this data with your Facebook or Instagram account and use it for its own and others advertising purposes, in accordance with Facebook’s Data Policy which can be found at https://www.facebook.com/about/privacy/. Please click here if you would like to withdraw your consent for use of your data with Facebook Pixel https://www.facebook.com/settings/?tab=ads#_=_.
• Google Ads (AdWords). Google Ads (AdWords) remarketing service is provided by Google Inc. You can opt-out of Google Analytics for Display Advertising and customize the Google Display Network ads by visiting the Google Ads Settings page: http://www.google.com/settings/ads. Google also recommends installing the Google Analytics Opt-out Browser Add-on – https://chromewebstore.google.com/detail/google-analytics-opt-out/fllaojicojecljbmefodhfapmkghcbnh?hl=en&pli=1 for your web browser. Google Analytics Opt-out Browser Add-on provides visitors with the ability to prevent their data from being collected and used by Google Analytics. For more information on the privacy practices of Google, please visit the Google Privacy Terms web page: https://policies.google.com/privacy?hl=en.
• Google Analytics. We use Google Analytics, a web analytics service provided by Google, Inc. (“Google”) to collect certain information relating to your use of our Platform. Google Analytics uses cookies, to help our Platform analyze how users use our Website. You can find out more about how Google uses data when you visit our Platform by visiting “How Google uses data when you use our partners' sites or apps”, (located at www.google.com/policies/privacy/partners/). For more information, please visit Google and pages that describe Google Analytics, such as www.google.com/analytics/learn/privacy.html.
• LinkedIn. We use LinkedIn cookies to, among other activities, store and track visits across websites. You can find more information on the data collected by LinkedIn by visiting their Privacy Policy: https://www.linkedin.com/legal/privacy-policy.
• X/Twitter. We use X/Twitter Pixel, a remarketing service, provided by X/Twitter, Inc. for marketing and advertising purposes. To learn more about how Twitter uses your Personal Information, we encourage you to visit Twitter’s privacy policy at https://twitter.com/en/privacy.
• Yahoo. We use Yahoo cookies, pixels, and tags to uniquely identify browsers and devices to assist in personalizing your experience while on our Platform and to understand how you interact with our Platform. For more information on the services Yahoo provides, please visit here.

Third-Party Sources. In some circumstances, Spectra Medical Devices also collects information about you from publicly-accessible sources. We may collect information about you from trusted partners, such as marketing partners who provide us with information about our potential customers, and security partners who provide us with information to protect against fraud and abuse of our Platform.

3. Why and How We Use Your Personal Information

As described more fully below, we use information that we collect about you or that you provide to us, including any Personal Information for the following purposes:

• Provide our Platform and related services to you.
• Provide you with information or Products that you request or purchase from us.
• Process your requests, purchases, transactions, and payments and prevent transactional fraud.
• Support, develop, troubleshoot, and debug our Platform and Products.
• Create, maintain, customize, and secure your account with us.
• Provide you with notices about your account.
• Provide you with support for the Platform and to respond to your inquiries, including to investigate and address your concerns and monitor and improve our responses.
• Personalize your Platform experience and to deliver content and product and service offerings relevant to your interests.
• Provide personalized and interest-based advertising. (More information below.)
• Administer surveys and questionnaires.
• Provide you information about products and services, and other information that may be of interest to you.
• Authenticate use, detect fraudulent use, and otherwise maintain the security of our Platform.
• Help maintain the safety, security, and integrity of our Platform and Products.
• Auditing relating to a current interaction with you and concurrent transactions, including, but not limited to, counting advertising impressions to unique visitors, verifying positioning and quality of ad impressions, and auditing compliance with any applicable specification and other standards.
• Detecting security incidents, responding to, protecting against malicious, deceptive, fraudulent, or illegal activity, and prosecuting those responsible for that activity.
• Debugging to identify and repair errors that impair existing intended functionality.
• Carry out our obligations and enforce our rights arising from any contracts entered into between you and us, including for billing and collection.
• To respond to law enforcement requests, court orders, and subpoenas and to carry out our legal and contractual obligations.
• Notify you about changes to our Platform or any products or services we offer or provide though them.
• Allow you to participate in interactive features on our Platform.
• In any other way we may describe when you provide the information.
• Fulfill any other purpose for which you provide it.
• For any other purpose with your consent.

Provide our Platform and Related Services. We use your Personal Information to operate, maintain, supervise, administer, improve and enhance our Platform and related Services, features and functionality. We use your contact information to communicate and interact with you, such as to send you emails about our Platform. We use the IP address assigned to your device to send you the data you request to display on your device. We use unique identifiers stored in cookies on your device to help us authenticate you as the person who should have access to certain areas and features of our Platform. We also use your information to ensure our Platform is working as intended, such as tracking outages or troubleshooting issues that you report to us. And we use your information for research and development for our business, and to make improvements to our Platform.

Analyze Use of the Platform. We use data collected from you and your devices for analytics and measurement to understand how our Platform is used. For example, we analyze data about your use of our Platform to accomplish tasks such as optimizing our Product designs. We use a variety of tools to do this, such as Google Analytics and similar third-party online data analytics services.

Personal Information Provided by Third Parties. We may use Personal Information collected automatically and associate it with Personal Information we collect in other ways or receive from third parties. It helps us to improve our Platform and to deliver a better and more personalized service by enabling us to:

• estimate our audience size and usage patterns;
• store information about your preferences;
• customize our Platform according to your individual interests;
• speed up your searches; and
• recognize you when you return to our Platform.

Purchase Products from Us. When you purchase Products from us, you may provide us information such as your payment card or bank account information, shipping address or delivery instructions. We use this information for things such as processing, fulfilling, and delivering your order, and to provide support in connection with the Products you purchase.

Security and Legal Purposes. We use your information to help improve the safety and reliability of our Platform. This includes detecting, preventing, and responding to fraud, abuse, security risks, and technical issues that could harm Spectra Medical Devices, our users, or the public. Information may also be used in connection for legal reasons and purposes, such as to comply with applicable law, regulation, legal process, or enforceable governmental request; to enforce our Terms of Use, including investigation of potential violations; and to detect, prevent, or otherwise address fraud, security, or technical issues; and to protect against harm to the rights, property or safety of Spectra Medical Devices, our users, or the public as required or permitted by law.

Personalized and Interest-Based Advertising. We may use your Personal Information to provide interest-based advertisements from us and that are customized to your particular preferences, including for companies that are not affiliated with us. See additional information under Why and How We Share Your Personal Information below for additional information about our sharing your Personal Information for personalized and interest-based advertising.

Advertising and Marketing. We may also use your information to contact you about our Products that may be of interest to you. Please contact us using the Contact Information at the end of this Policy, or use the Contact Us page of our Platform if you would like to opt out or change your preferences with respect to receiving advertising and marketing communications from us.

4. Why and How We Share Your Personal Information

We share Personal Information with third parties under certain circumstances and for certain purposes described throughout this Policy, including:

• Service providers and others to operate our Platform. We share your Personal Information with our affiliates, vendors, service providers, and business partners, including providers and vendors we use for operating and maintaining our Platform, and its features, functionality and services. These third parties include data hosting and data storage partners, analytics, ad network, advertising (including interest-based advertising), technology services and support, and data security.
• Our business purposes. We may share your Personal Information with our affiliates, vendors, service providers, and business partners, including providers and vendors we use for our business activities and operations generally, such as data hosting and data storage partners, analytics, ad network, advertising, technology services and support, and data security. We may also share your Personal Information with professional advisors, such as auditors, law firms, and accounting firms.
• Personalized and interest-based advertising. We partner with third-party advertising networks that collect IP addresses, unique device identifiers, browser type, operating system, time zone, country, referring pages, and other information through the use of cookies, pixel tags, and server logs on our Platform. They use this information to provide you with interest-based advertisements that are customized to your particular preferences, including for companies that are not affiliated with us. You may see these interest-based advertisements on our Platform, as well as on third-party websites and apps, and across different devices you use. We may use this process to help us manage and improve the effectiveness of our marketing efforts. It also allows to display ads to our users about Spectra Medical Devices after they leave our Platform, and to track users after they see or click on an advertisement, keep track of users who access our Platform or advertisements from different devices, and better provide advertisements to our target audiences. The data collected through these tracking technologies is also saved and processed by our advertising and marketing service provider partners.

Advertisers and other third parties may assume or infer that users who interact with or click on an interest-based ad or content are part of the group that the ad or content is directed towards (for example, users in a particular geographical area or users who purchased or browsed for classical music). Third-party advertisers or advertising companies working on their behalf sometimes use cookies in the process of delivering content, including ads, directly to your browser or device, and they may automatically receive an IP address when this happens. They may also use cookies to measure the effectiveness of their ads, show you more relevant advertising content, and perform services on behalf of Spectra Medical Devices.

We do not control third parties’ collection or use of your information to serve interest-based advertising. However, these third parties may provide you with ways to choose not to have your information collected or used in this way. You can learn more about interest-based advertisements and your opt-out rights and options from members of the Network Advertising Initiative (“NAI”) on its website (www.networkadvertising.org) and from members of the Digital Advertising Alliance on its website (www.aboutads.info).

• Affiliates. We may share your Personal Information with our subsidiaries and affiliates.
• Compliance with law. We may share your Personal Information to comply with applicable law or any obligations thereunder, including cooperation with law enforcement, judicial orders, subpoenas, and regulatory inquiries.
• To Enforce our rights. We may share your Personal Information to enforce our Terms of Use and any other agreement, terms and conditions relating to your use of the Platform. We also may share information as needed to ensure the safety and security of our Platform and our users, and to detect, prevent, or otherwise address fraud, security, or technical issues.
• Protect rights, property and safety. If we believe disclosure is necessary or appropriate to protect the rights, property, or safety of Spectra Medical Devices, our customers, or others. This may include exchanging information with other companies and organizations for the purposes of fraud protection and credit risk reduction.
• Business transfers. We may share your Personal Information to a buyer, potential buyer or other successor in the event of a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of our assets, whether as a going concern or as part of a bankruptcy, liquidation, or similar proceeding, in which Personal Information held by us about our users are among the assets transferred.
• De-identified information. We may also de-identified information, so that it cannot be reasonably used to identify any individual, with third parties for marketing, advertising, research, or any other purposes permitted by law.
• Knowledge. We may share your Personal Information in any other way we may describe when you provide the information or to fulfill any other purpose for which you provide it.
• Consent. We may share your Personal Information for any other purpose with your consent.

5. Your Choices for How We Collect, Use and Share Your Personal Information

We provide you with various choices on how you can opt out of our certain uses and sharing of your Personal Information. As a general rule, you cannot opt out of our collection, use and sharing of Personal Information to the extent it is necessary to provide the Platform or related basic services, features and functionality available on or through the Platform to you.

Cookies. We obtain your consent before using or sharing your Personal Information for purposes of non-essential cookies or tracking technologies. You can change the cookie settings you selected when using our Platform by using the cookie tool available in the bottom left hand corner of the website or by emailing [email protected]. You can also change the settings on your Internet browser or block cookies by activating the setting on your browser that allows you to refuse the setting of all or some cookies. These settings are usually found in the 'options' or 'preferences' menu of your internet browser. However, if you use your browser settings to block all cookies (including strictly necessary cookies), you may not be able to access or use all or areas and aspects of our Platform.

Personalized and interest-based advertising. You can generally opt out of receiving personalized and interest-based advertisements from third-party advertisers and ad networks who are members of the Network Advertising Initiative (NAI) or who follow the Digital Advertising Alliance’s Self-Regulatory Principles for Online Behavioral Advertising by visiting the opt out pages on the NAI website and DAA website. We do not control third parties’ collection or use of your information to serve interest-based advertising. However, these third parties may provide you with ways to choose not to have your information collected or used in this way. You can also opt out of receiving targeted ads from members of the NAI on its website. You can learn more about interest-based advertisements and your opt out rights and options on the NAI website and DAA website.

Messages. If you do not wish to have your email address used by Spectra Medical Devices to send you advertising messages and content, you can opt out at any time by clicking the unsubscribe link at the bottom of any marketing emails you receive from us. You may have other options with respect to marketing and communication preferences through our Platform.

Do Not Track Signals. We also may use automated data collection technologies to collect information about your online activities over time and across third-party websites or other online services (behavioral tracking). Some web browsers permit you to broadcast a signal to websites and online services indicating a preference that they “do not track” your online activities.

6. Accessing, Correcting and Deleting Personal Information

Access, Corrections and Deletion. Please contact us using the Contact Information at the end of this Policy, or use the Contact Us page of our Platform if you have any questions regarding reviewing, accessing, correcting or deleting your Personal Information. Please promptly inform us of any changes or errors in any Personal Information we have about you to ensure that it is complete, accurate, and as current as possible. If you need to export or a copy of your data, please let us know and we will assist you with your request. You may also have certain deletion rights in accordance with applicable law. We may not be able to accommodate your request if we believe it would violate any law or legal requirement or cause the information to be incorrect.

Retention of Personal Information. We retain the data we collect for different periods of time depending on what it is, how we use it and applicable legal requirements. We may retain some data for longer periods of time than other data when necessary for legitimate business or legal purposes, such as security, fraud and abuse prevention, or financial record-keeping. Please contact us using the Contact Information at the end of this Policy, or use the Contact Us page of our Platform if you have any questions about obtaining copies or the retention of your Personal Information.

7. Children’s Privacy

Our Platform is not intended for children under 18 years of age. No one under age 18 may provide us with any Personal Information on or through the Platform. We do not knowingly collect Personal Information from children under 18. If you are under 18, do not use or provide any information on our Platform or on or through any of its features, register on the Platform, make any purchases through the Platform, including your name, address, telephone number, email address, or any screen name or user name you may use. If we learn we have collected or received Personal Information from a child under 18 without verification of parental consent, we will delete that information. If you believe we might have any information directly from a child under 18, please contact us using the Contact Information at the end of this Policy.

8. JURISDICTION-SPECIFIC PRIVACY RIGHTS

The law in some jurisdictions may provide you with additional rights regarding our use of Personal Information. To learn more about any additional rights that may be applicable to you as a resident of one of these jurisdictions, please see the privacy addendum for your jurisdiction that is attached to this Privacy Policy.

Your California Privacy Rights

If you are a resident of California, you have the additional rights described in the California Privacy Addendum.

In addition, California Civil Code Section 1798.83 (California’s “Shine the Light” law) permits users of our Platform that are California residents and who provide Personal Information in obtaining products and services for personal, family, or household use to request certain information regarding our disclosure of Personal Information to third parties for their own direct marketing purposes. If applicable, this information would include the categories of Personal Information and the names and addresses of those businesses with which we shared your Personal Information with for the immediately prior calendar year (e.g., requests made in 2023 will receive information regarding such activities in 2022). You may request this information once per calendar year. To make such a request, please send an email to [email protected] or write us at our postal address provided at the end of this Policy.

Your GDPR Privacy Rights

If you are a resident of the European Economic Area, Switzerland, or the United Kingdom, you have the additional rights described in our GDPR Privacy Addendum.

9. Data Security

Security Measures. We have implemented measures designed to secure your Personal Information from accidental loss and from unauthorized access, use, alteration, and disclosure. The safety and security of your information also depends on you. Where we have given you (or where you have chosen) a password for access to certain parts of our Platform, you are responsible for keeping this password confidential. We ask you not to share your password with anyone.

Unfortunately, the transmission of information via the internet is not completely secure. Although we do our best to protect your Personal Information, we cannot guarantee the security of your Personal Information transmitted to our Platform. Any transmission of Personal Information is at your own risk. We are not responsible for circumvention of any privacy settings or security measures deployed on the Platform.

Consent to Processing of Personal Information in the United States. In order to provide our Platform, products, and services to you, we may send and store your Personal Information outside of the country where you reside or are located, including to countries that may not or do not provide an equivalent level of protection for your Personal Information. Your Personal Information may be processed and stored in the United States and federal, state, and local governments, courts, or law enforcement or regulatory agencies in the United States may be able to obtain disclosure of your information through the laws of the United States. By using our Platform, you represent that you have read and understood the above and hereby consent to the storage and processing of Personal Information outside the country where you reside or are located, including in the United States.

10. Changes to Our Privacy Policy

We may alter this Privacy Policy at any time. It is our policy to post any changes we make to our Privacy Policy on the home page or other prominent location on the Platform. If we make material changes to how we treat our users’ Personal Information, we will notify you as required or permitted by applicable law. The date this Privacy Policy was last revised is identified at the top of the page. You are responsible for ensuring we have an up-to-date active and deliverable email address for you, and for periodically visiting our Platform and this Privacy Policy to check for any changes.

YOUR CONTINUED USE OF OUR PLATFORM FOLLOWING THE POSTING OF CHANGES CONSTITUTES YOUR ACCEPTANCE TO SUCH CHANGES.

11. Contact Information

If you have any questions, concerns, complaints, or suggestions regarding our Privacy Policy or the ways in which we collect and use your Personal Information described in this Privacy Policy, have any requests related to your Personal Information pursuant to applicable laws, or otherwise need to contact us, please contact us using this Contact Information, or use the Contact Us page of our Platform.

Spectra Medical Devices, LLC
299 Ballardvale Street, Suite 1
Wilmington, MA 01887

(978) 657-0889

[email protected]

12. Glossary

An Application Data Cache is a data repository on a device. It can, for example, enable a web application to run without an internet connection and improve the performance of the application by enabling faster loading of content.

Browser Web Storage enables websites to store data in a browser on a device. When used in "local storage" mode, it enables data to be stored across sessions. This makes data retrievable even after a browser has been closed and reopened. One technology that facilitates web storage is HTML 5.

A Cookie is a small file containing a string of characters that is sent to your computer when you visit a website. When you visit the site again, the cookie allows that site to recognize your browser. Cookies may store user preferences and other information.

Interest-based Advertising is sometimes referred to as personalized or targeted ads. Interest-based ads are used to display features, products, and services that might be of interest to the user.

A Pixel or Pixel Tag is a type of technology placed on a website or within the body of an email for the purpose of tracking certain activity, such as views of a website or when an email is opened. Pixel tags are often used in combination with cookies.

Server Logs. Like most websites, our servers automatically record the page requests made when you visit our sites. These “server logs” typically include your web request, Internet Protocol address, browser type, browser language, the date and time of your request, and one or more cookies that may uniquely identify your browser.

Session Replay provides the ability to replay a visitor's journey on a web site or within a mobile application or web application. Replay can include the user's view (browser or screen output), user input (keyboard and mouse inputs), and logs of network events or console logs. Session replay is used to help improve customer experience, analyze usability and help identify obstacles in conversion processes on websites. It can also be used to study a website's usability, customer behavior, interests, and the handling of customer service questions as the customer journey, with all interactions, can be replayed. It can also be used to analyze fraudulent behavior on websites.

A Unique Identifier is a string of letters, numbers and characters that can be used to uniquely identify a computer, device, personal device, browser or app. Different identifiers vary in how permanent they are, whether they can be reset by users, and how they can be accessed. On other platforms besides browsers (e.g., personal devices), Unique Identifiers are used to recognize a specific device or app on that device. Unique identifiers may also be incorporated into a device by its manufacturer (sometimes called a universally unique ID or UUID).