Legal

Privacy Policy

Version PRIV-2026-09-18. Last updated 18 September 2026.

The short version. We collect your email and order details so we can sell you things. If you buy an Instagram report, you connect your account and we read your Instagram Insights, build your report, and then disconnect ourselves. We also keep a stripped down, anonymous version of the headline figures so we can build market benchmarks. That anonymous set never contains your handle, your name, or anything that points back to you, and you can tell us to leave you out of it at any time. We never sell your data. The rest of this page is the detail.

1. Who we are

We are The Fade Agency Limited, and for the purposes of UK data protection law we are the data controller for the information described here. Company number 14698344, registered in England and Wales. Registered office: Flat 8, Albany House, Albany Terrace, Chatham, England, ME4 6TH. We are registered with the Information Commissioner’s Office, registration reference ZC246903. For anything on this page, contact hello@fadeogunro.com.

2. What we collect

When you join our list or download a free guide. Your name, if you give it, and your email address. Which guide or tool you used.

When you buy something. Your name, email address, billing address and country. What you bought, when, how much you paid and your order number. Payment is taken by Shopify and we never see or hold your full card number. If you used a discount or referral code, we record which code it was, which means we can see that your order came from a code we issued to another customer.

When you order an Instagram report. Your Instagram handle. Your answer to our optional question about whether you have ever been paid for a post. The record that you accepted these terms, including which version and when.

When you connect your Instagram account. Read only access to your Instagram Insights. Specifically: your account type, follower count, number of posts, the website in your bio, how many accounts you reached, how many viewed your profile, how many tapped your bio link, how many followed and unfollowed you, and post level performance figures for the window your report covers.

We cannot see, and the access we ask for does not allow, your password, your direct messages, your private information, or anything belonging to other people. It cannot post, comment, follow, or change a single thing on your account.

When you use one of our calculators. The figures and answers you type in, and a session identifier. Your email address only if you give it to get your result.

Your email address, remembered on your own device. Once you have given us your email anywhere on this site, your browser keeps it so that the next form arrives already filled in and you are not asked twice. It is stored on your device only, it is readable only by this site, and it is not sent anywhere it would not have been sent anyway. Every place it appears has a "use a different email" link that clears it, and clearing your browsing data removes it.

When you use the site. If you accept analytics cookies, Google Analytics records pages visited, roughly where in the world you are and what device you used. Your IP address is shortened before it is stored. If you decline, none of this is collected. We do not use any of it to identify you personally.

We never ask you for anybody else’s details. When we give you a code to pass on, you pass it on yourself. We do not collect your friends’ names or email addresses, and we do not contact anyone on your behalf.

3. What we use it for, and why we are allowed to

UK data protection law says we need a lawful basis for everything we do with your information. Here is ours, purpose by purpose.

• Taking your order, sending your connect link, building and delivering your report, sending the receipt and any credit or referral code. We cannot do what you paid for otherwise. Basis: performing our contract with you.
• Reading your Instagram Insights for the window your report covers. It is the entire product. Basis: performing our contract with you.
• Answering your emails and handling refunds, complaints and questions. You asked us to. Basis: performing our contract with you.
• Keeping records of sales and refunds for tax and accounting. We have to. Basis: legal obligation.
• Checking whether the account ordering is one we already represent, and spotting fraudulent or abusive orders. To avoid selling someone something they already get, and to protect the business. Basis: legitimate interests.
• Keeping an anonymous copy of headline figures to build market benchmarks. See section 5 below, which is worth reading. Basis: legitimate interests.
• Sending you marketing emails and our newsletter. You asked for them. Basis: your consent, which you can withdraw at any time.
• Understanding how the site is used so we can improve it. To run a better site. Basis: legitimate interests.

We never sell your personal information to anyone, and we never will.

4. The Instagram connection, in detail

This is the part people ask about most, so here it is plainly.

• You connect your own account by signing in to Instagram yourself. We never ask for and never receive your password.
• The access is read only, and limited to Insights. It cannot post, message, follow, read your direct messages or change your account.
• We pull your data once, at the moment you connect, and save it. That is so that if you lose your report link we can resend it without asking you to connect all over again.
• We disconnect ourselves as soon as your report has been sent. The connection cannot be reused and cannot produce a second report.
• You can also remove our access yourself at any time in Instagram, under the settings for apps and websites.

The connection itself is handled for us by Composio. Being honest about the limits of that: Composio holds the authorisation credential encrypted, and depending on their own logging it may hold the content of the requests we make and the answers that come back. Their published documents do not state a retention period for that, and only promise deletion at the end of their services to us. So we can promise you that we disconnect and delete at our end, and we cannot promise on Composio’s behalf that nothing remains at theirs. If you want us to pass a deletion request to Composio for you, email us and we will.

5. The benchmarks, and how to opt out

We publish benchmarks about what creators are actually paid and how creator accounts actually perform. Those benchmarks are built from real reports, because there is no honest way to build them from anything else.

What goes into the benchmark set: your follower band, for example 10,000 to 25,000, never your exact follower count; your content category; your country; the headline figures from your report; and anything you typed into the optional “have you ever been paid for a post” box.

What never goes into it: your handle, your name, your email address, or anything at all that identifies you or could be matched back to a particular account.

Figures are only ever published as an aggregate across a group, and only once a group holds enough accounts that no single one can be picked out of it. Our current bar is 30 accounts before anything from a group is published at all.

Why we think we are entitled to do this. Creator pay is opaque, and that opacity costs creators money, particularly the ones with the least negotiating support. Building an honest benchmark needs real figures. We use the smallest set of fields that makes a benchmark work, we strip out everything identifying before it goes in, and we never publish anything that could single you out. We think that is a fair balance and that it does not override your rights. We have written down our reasoning as a formal assessment, which you are welcome to ask to see.

You can say no. This is not consent, it is legitimate interests, which means you do not have to opt in but you have an absolute right to object. Email hello@fadeogunro.com, say you want to be left out of the benchmarks, and we will remove your figures and mark your record so nothing of yours is ever used again. It costs you nothing, it does not affect your report, and we will not ask you to justify it.

6. Who else handles your information

We use a small number of companies to run this business. Each one only gets what it needs.

• Shopify. Checkout, payments, order records, hosting your report page. Gets your name, email, billing address and order details.
• Composio. Manages the read only Instagram connection. Gets the authorisation for your account, and the data we request through it.
• Klaviyo. Sends our emails. Gets your name, email, and which products and tools you used.
• Google. Analytics, and our own working spreadsheets. Gets site usage, and anonymous benchmark rows.
• Our email provider. Delivers order and report emails. Gets your name, email and order number.
• Our accountant, and where required HMRC. Tax and accounting. Gets sales and refund records.

Some of these are based outside the UK, mainly in the United States. Where your information goes abroad, it is protected by the safeguards UK law requires, which in practice means standard contractual clauses with the UK addendum, or an adequacy decision covering that country.

7. How long we keep things

• Your Instagram connection. Deleted as soon as your report is sent.
• The raw data we pulled for your report. 12 months, then deleted.
• Your report, at its private link. Until you ask us to remove it.
• Your order and payment records. 7 years, because tax law requires it.
• Your record on our email list. Until you unsubscribe, then a minimal record so we do not email you again by accident.
• Anonymous benchmark rows. Indefinitely, because once stripped they are no longer about you. If you object under section 5 we remove your rows before that point.
• Site analytics. 14 months.

8. Your rights

Under UK data protection law you can ask us to show you what we hold about you, correct anything that is wrong, delete it, stop or limit what we do with it, object to anything we do on the basis of legitimate interests including the benchmarks, send it to you or someone else in a portable format, and withdraw consent to marketing at any time with no consequence.

Email hello@fadeogunro.com. We will reply within one month. We will not charge you and we will not make it difficult.

If you are not happy with how we have handled it, you can complain to the Information Commissioner’s Office at ico.org.uk or on 0303 123 1113. We would rather you came to us first, but it is your right either way.

9. Cookies and analytics

Some cookies are needed for the site to work at all. They keep your cart, remember your preferences and keep the checkout secure. Those are set automatically because without them the site does not function.

We also use Google Analytics to see which pages are worth keeping. That one is different, and it is entirely your choice. Nothing is stored and no analytics cookie is set unless you press Accept on the small banner when you arrive. If you press Decline, or ignore it, no analytics data about you is collected at all. We remember your answer so you are not asked again.

If you change your mind, clear this site’s data in your browser and the question will come back. You can block or delete any cookie in your browser at any time, though parts of the site may stop working properly if you block the necessary ones.

10. Children

Nothing we sell is for anyone under 18, and we do not knowingly collect information about children. If you think we have, tell us and we will delete it.

11. Changes to this policy

We update this page when what we do changes. Every version carries a version number and a date at the top. If we ever make a change that materially affects how we use information we already hold, we will tell people on our list by email rather than quietly changing the page.