This policy explains how UAB Essential apps handles personal data in connection with the Shopify app Essential CRO Split A/B Testing (the "App"). The App lets stores test different themes or page templates with their visitors and measure which version performs better.
1. Who we are
UAB Essential apps ("we", "us")
Company code 306227239, VAT code LT100015773711
Baltupio g. 45-27, LT-08324 Vilnius, Lithuania
Privacy contact: support@essential-apps.com (subject line: "Privacy")
We have not appointed a data protection officer.
2. Our two roles
| You are… | Our role | What applies |
|---|---|---|
| A merchant, or staff of a merchant, who installs or uses the App | Controller of your account, billing, support and marketing data | This policy (sections 3–11) |
| A shopper or customer of a store that uses the App | Processor for the merchant. The merchant is the controller | The merchant's privacy policy. Section 12 explains what the App does on stores |
3. Data about merchants and their staff
| Data | Source | Purpose | Legal basis (GDPR / UK GDPR) |
|---|---|---|---|
| Store details: store domain, store name, plan, currency, locale, settings, Shopify store ID | Shopify, when you install and use the App | Provide the App, configure features, determine applicable pricing | Contract (Art. 6(1)(b)) |
| Store contact email address | Shopify | Service and billing notices | Contract (Art. 6(1)(b)) |
| Staff user details: Shopify user ID, name, email address, language, whether the user is the account owner or a collaborator | Shopify, when a staff member uses the App | Provide the App, manage access, support | Contract; legitimate interests in operating the service (Art. 6(1)(f)) |
| Shopify access credentials (access tokens) | Shopify | Access your store data with the permissions you approved | Contract |
| Billing data: plan and subscription status | Shopify billing | Charge fees, accounting | Contract; legal obligation (accounting and tax, Art. 6(1)(c)) |
| Error data from the App admin | Your use of the App | Detect and fix errors | Legitimate interests in a reliable service |
| Your tests: settings, goals, results, the original content of templates replaced when a test ends, and screenshots of your store pages for previews | You; your store | Provide the App | Contract |
| Support conversations: name, email, messages, attachments, browser details | You, through the in-App chat or email | Respond to support requests | Contract; legitimate interests |
| Technical logs: IP address, browser, request times | Your browser, via our hosting provider | Security, fraud and abuse prevention, troubleshooting | Legitimate interests in security |
| Marketing contact: store contact email and store domain | Shopify | Product updates and news about Essential Apps | Legitimate interests in direct marketing, and EU e-privacy "soft opt-in" for similar products. You can opt out at any time (section 9) |
We do not use your data for automated decisions that have legal or similarly significant effects on you.
4. How long we keep merchant data
| Data | Retention |
|---|---|
| Store details | Anonymised when we receive Shopify's shop deletion request (about 48 hours after uninstall) |
| Tests, results, saved template content and visitor statistics | Kept while you use the App. After uninstall they stay linked only to an anonymised store record. We delete them on request (section 8) and are adding automatic deletion after uninstall |
| Billing records | 10 years from the end of the year of the transaction, as required by Lithuanian accounting and tax law |
| Marketing contact | Until you unsubscribe, and in any case no longer than 24 months after uninstall |
| Support conversations | For as long as we need them to support you and other merchants well: to understand your store's history when you contact us again (including after a reinstall), to resolve recurring issues, and to handle any dispute. We review this periodically and delete conversations on request (section 8) unless we need them for a legal claim |
| Error data and technical logs | Up to 30 days (Better Stack); error reports up to 90 days (Sentry) |
| Backups | Kept by our database provider for a limited period under its standard backup settings, then overwritten |
5. Who we share data with
Shopify, which provides the platform the App runs on. Shopify's own privacy policy applies to Shopify.
Service providers that process data for us, including:
Heroku (hosting, database and queues, United States)
Amazon Web Services S3 (preview screenshots, United States)
Better Stack (logs)
ScreenshotAPI (screenshots of store pages for test previews)
Sentry (error monitoring, United States)
Help Scout and Google Workspace (support and email)
MailerLite (email marketing)
Slack and Make.com (internal operations)
Authorities, courts and advisers, where required by law or to establish, exercise or defend legal claims.
A buyer or successor of our business, if the App or our business is transferred. We will notify you as described in the Terms.
We do not sell personal data, and we do not share it for cross-context behavioural advertising.
6. International transfers
The App's servers, database, file storage and error monitoring are located in the United States. Support and email providers may also process data in the United States. Where a country does not have an adequacy decision, we rely on the EU–US Data Privacy Framework (and its UK Extension) where the provider is certified, or on the European Commission's Standard Contractual Clauses, together with the UK Addendum. You can request a copy of the relevant safeguards at support@essential-apps.com.
7. Security
We protect data with:
encryption in transit;
signature verification of Shopify webhooks;
saving the original content of a template before a test replaces it; and
data minimisation: visitor statistics use random identifiers, not names or email addresses.
No system is completely secure, but we work to protect your data and will notify you and authorities of breaches as required by law.
8. Your rights
Depending on where you are, you have the right to:
access your personal data;
correct it;
delete it;
restrict processing;
receive a portable copy;
object to processing based on legitimate interests (and to object at any time to direct marketing); and
withdraw consent where we rely on consent.
To exercise these rights, email support@essential-apps.com. We reply within one month, which can be extended where the law allows. We may need to verify your identity.
Complaints: you may complain to the State Data Protection Inspectorate of Lithuania (Valstybinė duomenų apsaugos inspekcija, vdai.lrv.lt), to the supervisory authority where you live or work, or, in the UK, to the Information Commissioner's Office (ico.org.uk).
9. Marketing emails
You can unsubscribe at any time using the link in any marketing email, or by emailing us. Unsubscribing does not stop service and billing messages, which we need to send while you use the App.
10. US state privacy disclosures
This section applies to residents of California and other US states with comprehensive privacy laws, in relation to the merchant data we control.
Categories collected in the last 12 months:
identifiers (name, email, store domain, user ID, IP address)
commercial information (plan and billing history)
internet or other electronic network activity (admin usage, technical logs)
professional information (role in the store)
Sources: you, Shopify, and your use of the App.
Purposes: as in section 3.
Disclosed for business purposes to: the service providers in section 5.
Sale or sharing: we have not sold or "shared" (for cross-context behavioural advertising) personal information. We have no actual knowledge of selling or sharing personal information of anyone under 16.
Sensitive personal information: we collect account credentials (Shopify access tokens) solely to provide the App, and not to infer characteristics.
Retention: section 4.
Your rights: to know/access, delete, correct and opt out of sale/sharing (we do not sell or share), and not to be discriminated against for exercising them. You may use an authorised agent. Appeals: if we decline your request, reply to our decision to appeal. If your appeal is denied, you may contact your state Attorney General.
How to exercise: email support@essential-apps.com.
11. Children
The App is for businesses and is not directed to children. We do not knowingly collect children's personal data as a controller.
12. Information for visitors of stores using the App
If you visit a store that runs tests with this App, the store is responsible for your data. Please read the store's privacy policy and contact the store first. We act on the store's instructions.
What the App does on a store:
Shows you one version of the store (for example a different theme or page layout) and keeps showing you the same version on later visits. To do this, it stores a random visitor identifier and the versions you were assigned in your browser's local storage. For theme tests, you may be redirected to a preview address of the store's other theme.
Measures what you do, through Shopify's customer events, to compare the versions. This covers pages you view, products you add to the cart, whether you start and complete checkout, and, for completed orders, the order number, the order total and the city, region and country of the delivery address. With each event we receive Shopify's browser identifier for your visit, your browser type and the page addresses. We do not receive your name, email address, phone number, street address or payment details.
Respects your cookie choices for measurement: Shopify only sends us these events if you allowed analytics where the store asks for consent. The visitor identifier and your assigned version are saved in your browser before you make a cookie choice, so that your experience does not change once you choose; they stay in your browser and reach us only after you allow analytics.
Keeps this data while the store keeps its tests. Deleting a single customer's events is not yet automatic: if you or the store ask us, we delete the events linked to your order numbers.
If Shopify sends us a deletion or data request about you, our logs may contain the email address and phone number from that request for up to 30 days.
If you contact us about a store's data, we will forward your request to the store.
13. Changes
We will post updates here and change the "Last updated" date. If changes are significant, we will notify merchants by email.
14. Contact
UAB Essential apps · Baltupio g. 45-27, LT-08324 Vilnius, Lithuania · support@essential-apps.com