Arrows Up, LLC - Proprietary Tracking Data Collection Overview

Arrows Up Proprietary Tracking is a first-party tracking solution that collects website and phone data as part of the Arrows Up Platform, marketed under the brand name "Quivr." This document describes what data Proprietary Tracking may collect.

Your Website

Our Proprietary Tracking solution monitors traffic to your website and actions taken by visitors on your website. Website tracking is configurable and can be disabled or gated behind a consent mechanism upon request. What follows describes the default, maximal collection capabilities.

Message Tracking

When installed, our tracking solution intercepts and possibly modifies all requests to, and responses from, your website. Properties of each request are recorded for analytics and attribution purposes. This includes, but is not limited to:

• Requested URL

• Requesting User Agent

• Requesting IP Address

• Requesting Geolocation Data (latitude, longitude, country, etc.)

Cookies

Each visitor is assigned a unique identifier by our tracking solution, which allows them to be recognized across requests to your web server. This identifier is stored in a cookie, or similar storage mechanism, on the visitor's device and transmitted with every subsequent request.

Conversion Tracking

During setup and ongoing use of our tracking solution, we configure tracking for various "conversion events" on your website — such as a visitor being active on a page, a form being completed, or a phone number link being clicked. All conversion events are associated with the visitor's unique identifier.

Form Processing

When a visitor submits a form on your website, our tracking solution captures form information that is potentially identifying to the visitor — such as, but not limited to, phone numbers and email addresses — and associates it with the visitor's unique identifier.

Phone Tracking

Our Proprietary Tracking solution provisions and monitors phone numbers dedicated to specific marketing efforts ("Tracking Numbers"). Call logs — including caller number, destination number, and call duration — are recorded and used for analytics and attribution purposes.

When a visitor is identified as having arrived from a particular marketing effort, they will be shown the Tracking Number associated with that effort. The number to display may be stored on the visitor's device, and persist across requests to your website.

Tracking Numbers may also be used outside of your website — for example, as the contact number listed in a marketing campaign.