Privacy Policy

Last updated: May 30, 2026 · Effective Date: January 1, 2026

Intro

The Foam Theory LLC (“we,” “us,” “our”) respects your privacy and wants you to understand exactly what we do with your information. This page explains what we collect, why we collect it, how we share it, and the choices you have.

About this policy

This policy covers information we collect through our website thefoamtheory.com, our quote and booking forms, our roof service waitlist, phone calls, text messages, emails, and in person service visits across Miami, Coral Gables, Pinecrest, Key Biscayne, Brickell, Aventura, Doral, Kendall, Palm Beach, and Boca Raton.

We wrote this in plain English on purpose. If anything is unclear, email us at info@thefoamtheory.com and a real person will answer.

Information we collect

We collect information in a few different ways.

From forms you fill out. When you request a quote, book a service, join our roof waitlist, contact us, or subscribe to updates, we collect what you give us. That typically includes your name, phone number, email address, service address, property details (square footage, surface types, photos you share), and any notes you add.

From our roof waitlist specifically. When you sign up for the roof washing waitlist on /roof-washing/ to claim your 10% welcome credit, we collect your name and email so we can notify you when the service launches and send you the credit code. If you are in the European Economic Area or the UK, we ask for your explicit consent before adding you to this list.

From cookies and similar tracking technologies. When you visit our site, your browser shares standard information with us and our analytics tools. That includes your IP address, browser type, device type, pages viewed, time spent, referring site, and approximate location. See the Cookies and tracking section below for the full breakdown.

Automatically as you use the site. Our hosting and analytics tools log basic traffic data so we can keep the site fast and secure and understand which pages people find useful.

Voluntarily from photos and video. Some quotes are easier when you send photos of your driveway, roof, fence, or paver patio. If you send photos through our forms, by text, or by email, we treat them as part of your quote record.

From payments. When you pay for service, our payment processor collects your card details directly. We do not store full card numbers on our systems.

How we use your information

We use what we collect to do the following:

  • Respond to your quote request with accurate pricing and scheduling
  • Book your service, confirm the appointment, and send reminders
  • Provide the service itself and follow up afterward
  • Send marketing emails, texts, or offers if you opted in
  • Notify roof waitlist members when the service launches and deliver the welcome credit
  • Process payments and issue receipts
  • Improve the website, fix bugs, and understand what content actually helps people
  • Run advertising and measure which ads, keywords, and pages bring in real customers
  • Prevent fraud, abuse, and spam
  • Meet legal and tax obligations

We do not use your information for purposes you would not reasonably expect.

How we share your information

We never sell your personal information. We share it only with service providers who help us run the business, and only for the purposes listed below.

  • QuoteIQ powers our quote, booking, and customer management workflow. Lead and customer data lives there so we can schedule jobs and keep service history.
  • Google Analytics (GA4, property G-P62Y9NCS19) tracks aggregate site usage so we can see which pages perform and where to improve.
  • Google Ads (account AW-18073948857) runs our advertising and measures conversions. We use conversion tracking to attribute actions like quote requests and roof waitlist signups (`roof_waitlist_signup`) back to the ad that brought you in. This is generic conversion tracking. It tells us an action happened, not who you are personally.
  • Brevo (planned) will handle email automation for newsletters, waitlist updates, and customer follow ups when you have opted in.
  • Zapier (planned) moves form submissions and notifications between the tools above through webhooks. It acts as a pipe, not a destination.
  • PayPal processes payments when you pay online. PayPal collects your card details under their own privacy policy.
  • Facebook pixel may be active on the site for ad measurement and retargeting. If it is running, anonymized event data is shared with Meta for ad attribution.

We may also share information if required by law, court order, or to protect the rights, property, or safety of The Foam Theory, our customers, or the public.

Data retention

We keep your information only as long as we have a clear reason to.

  • Leads (quote requests that did not convert): 24 months from your last contact, then deleted or anonymized
  • Customers (people we have served): Indefinitely, so we can honor warranties, track service history, and respond if you call us back years later for another job
  • Marketing subscribers: Until you unsubscribe, then removed from active lists within 30 days
  • Roof waitlist members: Until the roof service launches and your welcome credit is delivered, or until you unsubscribe, whichever comes first
  • Payment records: Retained as long as required by tax and accounting law (typically 7 years)
  • Site analytics: Aggregated and anonymized data may be retained indefinitely

You can ask us to delete your information sooner. See Your rights below.

Data security

We take reasonable steps to protect your information.

  • The entire site runs on HTTPS with a valid SSL certificate
  • Access to customer data is limited to staff who need it to do their job
  • We review our tools and access permissions on a regular basis
  • Payment data is handled by certified processors, not stored by us

Honest disclaimer: no online system is 100% secure. We do our part, but we cannot guarantee absolute security. If we ever detect a breach that affects your personal information, we will notify you promptly and follow all applicable breach notification laws.

Cookies and tracking

Cookies are small text files your browser stores when you visit a website. We use a few categories.

  • Necessary cookies keep the site working. Things like remembering your form progress or load balancing. These cannot be turned off.
  • Analytics cookies (Google Analytics) help us understand site traffic in aggregate. They do not identify you personally.
  • Marketing cookies (Google Ads, Facebook pixel) measure ad performance and let us show relevant ads on other sites you visit.
  • Functional cookies remember preferences like your service area so the site feels personalized.

How to opt out. You can block or delete cookies through your browser settings. Every major browser has instructions in its help menu.

Google Analytics opt out. To opt out of Google Analytics specifically across all sites, install the official browser add on here: https://tools.google.com/dlpage/gaoptout

SMS and communication consent

If you give us your phone number on a form or by text, you are agreeing that we may contact you about your quote, your booking, or our service.

  • Frequency: Usually fewer than 4 messages per month per active conversation
  • Message and data rates may apply depending on your carrier plan
  • Reply STOP at any time to opt out of all marketing texts. Transactional messages tied to an active booking will still be sent so we can complete the job.
  • Reply HELP for support, or email info@thefoamtheory.com

We will not share your phone number with anyone outside the service providers listed above, and never for their own marketing.

Photos and video

Sometimes you send us photos of your property so we can quote accurately. Sometimes our crew takes before and after photos on site.

We use those photos to:

  • Prepare your quote
  • Document the work for warranty and quality control
  • Build our marketing portfolio (website galleries, social posts, ads)

If you do not want your property photos used for marketing, just tell us. Email info@thefoamtheory.com or mention it when you book and we will keep them internal only. Photos that show identifiable people (you, your kids, your license plate) are never used in marketing without explicit consent.

California residents (CCPA)

If you live in California, the California Consumer Privacy Act gives you specific rights.

  • Right to know. You can ask what personal information we have collected about you, where we got it, why we collected it, and who we shared it with.
  • Right to delete. You can ask us to delete the personal information we hold about you, subject to legal exceptions (for example, we may need to keep payment records for tax purposes).
  • Right to opt out of sale. We do not sell your personal information. We never have. So there is nothing to opt out of, but you have the right anyway.
  • Right to non discrimination. If you exercise any of these rights, we will not deny you service, charge you a different price, or give you a worse experience.

To exercise any of these rights, email info@thefoamtheory.com with “CCPA Request” in the subject line. We will verify your identity (usually by confirming details only you would know about your interaction with us) and respond within 45 days.

European Economic Area and UK residents (GDPR)

If you are in the EEA or the UK, the General Data Protection Regulation (and the UK GDPR) give you the following rights and protections.

Lawful basis for processing. We rely on these legal bases depending on what we are doing with your data:

  • Consent for marketing emails, SMS marketing, and roof waitlist signups. You can withdraw consent at any time.
  • Contract for processing your quote, booking your service, and delivering the work you hired us for.
  • Legitimate interest for fraud prevention, basic site analytics, and improving our services. We balance this against your privacy rights and minimize what we collect.
  • Legal obligation for tax records, accounting, and responding to lawful requests from authorities.

Your rights as a data subject:

  • Access: Get a copy of the personal data we hold about you
  • Rectification: Correct any data that is wrong or out of date
  • Erasure: Ask us to delete your data (also called the right to be forgotten)
  • Portability: Get your data in a structured, machine readable format
  • Objection: Object to processing based on legitimate interest, including profiling for marketing
  • Restriction: Ask us to pause processing while a dispute or correction is sorted out

Data transfers. The Foam Theory operates from the United States, and our service providers (Google, Brevo, Zapier, QuoteIQ, PayPal) process data primarily in the US. Where required, we rely on Standard Contractual Clauses approved by the European Commission to protect your data during international transfer.

How to exercise your rights. Email info@thefoamtheory.com with “GDPR Request” in the subject line. We will respond within 30 days. If you believe we have not handled your request properly, you have the right to lodge a complaint with your local supervisory authority (for example, the ICO in the UK, or your national Data Protection Authority in the EEA).

Your rights (general)

Wherever you live, you can:

  • Ask what information we have about you
  • Ask us to correct or delete it
  • Opt out of marketing emails (click unsubscribe in any email, or email us)
  • Opt out of marketing texts (reply STOP)
  • Opt out of Google Analytics using the link above
  • Block cookies in your browser

Email info@thefoamtheory.com or call (786) 756-7094 to exercise any of these rights.

Children’s privacy

Our services and website are intended for adults. We do not knowingly collect personal information from anyone under 16.

This is stricter than the federal COPPA threshold of 13. We follow the higher standard so that we are aligned with GDPR-K and so that families using our site have a stronger baseline of protection.

If we discover we have collected information from a child under 16 without verified parental consent, we will delete it within 30 days. Parents or guardians who believe their child may have submitted information can email info@thefoamtheory.com and we will remove it promptly.

Third party websites and services

Our site may link to third party websites (social media profiles, partner sites, blog citations). Once you click a link and leave our site, this policy no longer applies. Each site has its own privacy practices and we are not responsible for them.

We work with the following named third parties as service providers or measurement tools:

  • Google Analytics (GA4 property G-P62Y9NCS19) for site analytics
  • Google Ads (account AW-18073948857) for advertising and conversion tracking
  • Brevo for planned email automation
  • Zapier for planned webhook automation between our tools
  • QuoteIQ for quotes, bookings, and customer relationship management
  • PayPal for payment processing
  • Facebook pixel (if active) for ad measurement and retargeting via Meta

Each of these providers has its own privacy policy. We encourage you to read them if you want the full picture.

Changes to this policy

We update this policy whenever our practices change, when we add a new tool, or when the law requires it. The Last updated date at the top of this page tracks every revision.

For material changes (the kind that meaningfully affect what we do with your data), we will email subscribers and post a notice on the site for at least 30 days before the change takes effect.

If you keep using the site after a change goes live, you are accepting the updated policy.

Contact us

Questions, requests, complaints, or just want to talk to a human:

Email: info@thefoamtheory.com Phone: (786) 756-7094 Mail: The Foam Theory LLC Miami, FL 33155

We try to respond to all privacy related emails within 5 business days.