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Privacy Policy

Last updated: 27/03/2026

At FormationBuilder.com, we are committed to protecting your privacy. This Privacy Policy outlines how we handle information that may be collected when you visit our website, use our AI Assistant, create an account, subscribe to paid plans, or share content. This policy applies to all users, including those in the European Economic Area (EEA). Please read this policy carefully to understand our practices regarding your information and how we will treat it.

Data Controller

FormationBuilder.com is operated from the Netherlands. For the purposes of the EU General Data Protection Regulation (GDPR), we act as the data controller for the personal data we process. If you have any questions about how we handle your data, please contact us at info@formationbuilder.com.

Information We Collect

Google Analytics: We use Google Analytics to collect information about the use of our website. This service helps us understand how visitors interact with our site, allowing us to improve our content and user experience. The information collected by Google Analytics includes:

  • The number of visitors to our website.
  • The countries from which visitors access our site.
  • General browsing behavior on our website.
  • Device type and browser information.
  • Anonymized (hashed) IP addresses for security and abuse prevention (rate limiting).

Google Adsense: We use Google Adsense to display advertisements to you based on your interaction with our website and other sites. Google Adsense uses cookies to track your browsing behavior to show more relevant ads. The information collected includes:

  • Your browsing history across websites.
  • The types of ads shown to you.
  • Your interactions with ads displayed on our website.

Cookies: Google Analytics and Google Adsense use cookies to collect this information. We also use localStorage to store your team data, kit customizations, and preferences directly on your device. Your cookie consent preferences are stored locally on your device for 180 days, after which you will be asked to confirm your preferences again. In regions where Google's Consent Management Platform (CMP) is available, it may handle consent collection on our behalf — in that case, consent storage and retention is managed by Google's CMP. For visitors outside the European Economic Area (EEA), where GDPR does not apply, analytics and advertising cookies may be enabled by default. You can manage your cookie preferences at any time through the consent banner or by using the "Disable Cookies" button at the bottom of this page.

AI Assistant: When you interact with our AI Football Assistant, the prompts you enter and the resulting conversations are processed using Google's Gemini API (currently using the Gemma model). This data is used solely to provide you with tactical advice and generate lineups. Conversations are stored temporarily in server memory for the duration of your session and are not permanently stored or linked to your personal account unless you choose to save the generated formations.

Account Information: When you create an account using Google Sign-In or Apple Sign-In, we collect your email address, display name, and profile photo via Firebase Authentication. This information is used to personalize your experience on our platform (e.g., displaying your name on your manager/player icon) and to manage your account. We do not require you to provide personal information to browse our website, but certain features may require an account.

Payment Information: If you subscribe to a paid plan, your payment is processed by Lemon Squeezy, our third-party payment processor and Merchant of Record. We do not collect or store your credit card details or full payment information. Lemon Squeezy provides us with a customer ID, subscription status, and payment method summary (e.g., card brand and last four digits) for account management purposes. Lemon Squeezy handles all billing, sales tax, and payment compliance.

Legal Basis for Processing (GDPR)

We process your personal data on the following legal bases under the GDPR:

  • Consent: For analytics cookies, advertising cookies, and personalized advertising. Your consent preferences are stored for 180 days, after which you will be asked to re-confirm. You may withdraw your consent at any time via the cookie consent banner or the "Disable Cookies" button on this page.
  • Legitimate interest: For essential website functionality, security measures (rate limiting, abuse prevention), and improving our services.
  • Contractual necessity: For processing data required to provide your account, manage subscriptions, and deliver the services you have signed up for.
  • Legal obligation: For retaining transaction records as required by applicable tax and commerce laws.

How We Use the Information

The information collected through Google Analytics is used solely for the following purposes:

  • To analyze website traffic and usage patterns.
  • To improve website content and structure based on user interaction.
  • To identify the geographical locations of our visitors to better tailor our services.

Your account information (email, first name, and last name) is used to:

  • Provide a personalized experience, such as displaying your name on your manager/player icon.
  • Manage your account and provide customer support.
  • Process subscription payments and manage your billing relationship via Lemon Squeezy.

No Collection of Personal Data

We do not collect or store any personal information from our visitors through Google Analytics or Google Adsense. The data collected is aggregated and anonymized, ensuring that no personal information is identifiable. For users who create accounts, the data collected is solely for account management and personalization purposes. Payment data is handled entirely by Lemon Squeezy and is not stored on our servers.

Data Retention

We retain your personal data only for as long as necessary to fulfil the purposes described in this policy. Account data is retained as long as your account is active. We may automatically delete accounts and all associated data for users who have not logged in for 12 consecutive months. Subscription and transaction records may be retained for up to 7 years as required by applicable tax and commerce laws. AI conversation data is stored in server memory only for the duration of your browser session and is not permanently retained. Cookie consent preferences are stored locally on your device for 180 days.

Third-Party Services

We use several third-party services to provide our functionality: Firebase (by Google) for authentication and data storage; Google Gemini API for our AI Football Assistant; Google Analytics/Adsense for site optimization and advertising; Lemon Squeezy as our Merchant of Record for payment processing, subscription management, and sales tax compliance; and Google Sign-In and Apple Sign-In for account authentication. By using our website, you consent to the processing of data by these services as described in their respective terms: Google Analytics Terms, Google's Privacy Policy, Firebase Privacy and Security, and Lemon Squeezy Privacy Policy.

International Data Transfers

Your data may be transferred to and processed in countries outside the European Economic Area (EEA), including the United States, where our third-party service providers (Google, Lemon Squeezy) operate. These transfers are protected by appropriate safeguards, including Standard Contractual Clauses approved by the European Commission.

Children's Privacy

FormationBuilder.com is not directed at children under the age of 16. We do not knowingly collect personal information from children under 16. If you are a parent or guardian and believe your child has provided us with personal data, please contact us at info@formationbuilder.com and we will take steps to remove that information.

Your Rights and Choices

As a visitor or user of our website, you have the following rights. If you are located in the European Economic Area (EEA), these rights are guaranteed under the General Data Protection Regulation (GDPR):

  • Opt-out of cookies: You may refuse the use of cookies by selecting the appropriate settings on your browser or via the consent banner. However, please note that disabling cookies may affect the functionality of our website.
  • Opt-out of personalized advertising: You can opt-out of personalized advertising by visiting the Google Ads Settings page or adjusting your browser settings. For more information, visit the Google Ads Settings.
  • Do Not Track: We do not respond to Do Not Track (DNT) signals as we do not track personal data across third-party websites.
  • Access, Correction, and Deletion: You have the right to request access to, correction of, or deletion of your personal information. You can delete your account directly from your account settings, which will permanently remove your account data, AI usage records, and cancel any active subscriptions. Alternatively, contact us at info@formationbuilder.com to exercise these rights. Note that we may automatically delete account data for users who remain inactive (no login) for more than 12 months.
  • Data Portability: You have the right to request a copy of your personal data in a structured, commonly used, and machine-readable format. Please contact us at info@formationbuilder.com to make this request.
  • Right to Object: You have the right to object to the processing of your personal data where we rely on legitimate interest as our legal basis. Please contact us at info@formationbuilder.com to exercise this right.
  • Right to Lodge a Complaint: If you believe your data protection rights have been violated, you have the right to lodge a complaint with your local data protection authority. For users in the Netherlands, this is the Autoriteit Persoonsgegevens (autoriteitpersoonsgegevens.nl).

Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices or legal requirements. Any updates will be posted on this page, and the date of the latest revision will be indicated at the top. We encourage you to review this policy periodically.

Thank you for visiting FormationBuilder.com. Your privacy is important to us, and we are committed to ensuring that it is protected.

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