Privacy Policy

Effective Date: 18 September 2026

Digital Marketing Labs Pty Ltd (ABN 98 682 770 789), trading as Dmlabs ("Dmlabs", "we", "us" or "our"), respects your privacy and is committed to handling personal information responsibly and transparently.

This Privacy Policy explains how we collect, hold, use and disclose personal information when you:

• visit dmlabs.com.au;
• submit an enquiry;
• book a meeting;
• communicate with us;
• subscribe to marketing communications;
• become a client; or
• otherwise interact with Dmlabs.

We handle personal information in accordance with applicable Australian privacy laws, including the Privacy Act 1988 (Cth) and the Australian Privacy Principles where they apply to us.

1. Personal Information We Collect

The personal information we collect depends on how you interact with us.

This may include:

Contact and business information

• name;
• email address;
• telephone number;
• business name;
• job title or role;
• website address;
• business location;
• information about your business, marketing activities or requirements; and
• information you choose to provide through forms, meetings, emails or other communications.

Enquiry and booking information

When you submit an enquiry or book a meeting, we may collect information such as:

• your contact details;
• appointment date and time;
• business information;
• advertising or marketing objectives;
• current advertising activity or spend;
• services you are interested in;
• responses submitted through enquiry or qualification forms;
• booking status; and
• notes relating to your enquiry or communication with us.

Client information

If you become a Dmlabs client, we may also collect information reasonably required to provide our services, manage our relationship and administer your account.

This may include:

• billing and transaction information;
• business records;
• advertising account information;
• website and domain information;
• analytics information;
• login or access information provided for service delivery;
• correspondence;
• project information; and
• information relating to services we provide.

2. Website and Technical Information

When you use our Website, certain information may be collected automatically.

This may include:

• IP address;
• browser type and version;
• device type;
• operating system;
• screen or device characteristics;
• approximate geographic location derived from an IP address;
• pages viewed;
• time spent on pages;
• referring website or source;
• links and buttons clicked;
• scrolling and interaction behaviour;
• date and time of visits;
• advertising identifiers;
• cookie identifiers;
• campaign and attribution information;
• UTM parameters;
• conversion events; and
• other technical information relating to use of the Website.

This information may sometimes constitute personal information when it can reasonably be associated with an identifiable individual.

3. How We Collect Personal Information

We may collect personal information:

• directly from you;
• through forms on our Website;
• when you book a meeting;
• through email, telephone or other communications;
• when you engage us to provide services;
• through cookies, pixels, tags and similar technologies;
• through analytics and advertising platforms;
• through CRM and marketing automation systems;
• from publicly available sources;
• from referral partners or other third parties where appropriate; and
• through advertising platforms where you interact with our advertisements.

We may combine information collected from different sources where reasonably necessary for our business activities, marketing, analytics or provision of services.

4. How We Use Personal Information

We may collect, hold, use and disclose personal information for purposes including:

• responding to enquiries;
• communicating with prospective and existing clients;
• assessing whether our services are suitable for a prospective client;
• scheduling and managing meetings;
• providing our services;
• managing client relationships;
• administering accounts and projects;
• providing customer support;
• sending service communications;
• operating and improving our Website;
• measuring Website usage and performance;
• understanding how visitors interact with our Website;
• measuring advertising effectiveness;
• attributing enquiries, leads and conversions to advertising campaigns;
• improving our advertising and marketing;
• creating and managing advertising audiences where permitted;
• displaying relevant advertising;
• remarketing to Website visitors;
• sending marketing communications;
• improving our products, services and processes;
• preventing fraud, spam, abuse and security threats;
• maintaining business and financial records;
• complying with legal and regulatory requirements; and
• establishing, exercising or defending legal rights.

We may also use information for another purpose where you have consented or where permitted or required by law.

5. Cookies and Similar Technologies

Our Website uses cookies and similar technologies such as:

• browser cookies;
• tracking pixels;
• tags;
• scripts;
• advertising identifiers; and
• server-side conversion technologies.

These technologies help us operate the Website, understand Website usage, measure marketing performance and advertise our services.

They may be used to:

• recognise browsers or devices;
• understand how visitors reach and use our Website;
• measure page views and Website activity;
• identify advertising campaigns that generate enquiries;
• measure conversions;
• perform advertising attribution;
• create advertising audiences;
• conduct remarketing;
• improve advertising performance; and
• detect fraud, spam and automated traffic.

At present, Dmlabs does not operate a Website-wide cookie consent management platform.

You can restrict or remove cookies using your browser or device settings. Doing so may affect certain Website functionality and may reduce the ability of analytics and advertising technologies to recognise your browser.

Advertising platforms may also provide their own privacy and advertising preference controls.

6. Google Analytics and Google Tag Manager

We use Google technologies which may include Google Analytics 4 and Google Tag Manager.

Google Analytics helps us understand how visitors use our Website, including information about:

• Website traffic;
• pages viewed;
• visitor interactions;
• devices and browsers;
• traffic sources;
• campaigns; and
• conversions.

Google Tag Manager is used to manage and deploy certain Website measurement and marketing technologies.

Information collected through these technologies may be processed by Google in accordance with Google's own privacy practices.

7. Google Ads and Enhanced Conversions

We use Google Ads to advertise Dmlabs and measure advertising performance.

Google advertising technologies may collect information about interactions with our Website and advertisements, including visits, advertising identifiers, campaign information and conversion events.

We may also use Google Enhanced Conversions.

Enhanced Conversions may allow certain first-party information provided by a visitor, such as an email address or telephone number, to be securely transformed or hashed before being transmitted to Google for purposes including:

• matching conversions;
• advertising attribution;
• campaign measurement; and
• improving advertising performance.

The information is processed subject to Google's applicable terms and privacy practices.

8. Meta Ads, Meta Pixel and Conversions API

We use advertising services provided by Meta Platforms, including advertising across platforms such as Facebook and Instagram.

Our Website may use the Meta Pixel to measure Website activity and advertising conversions.

Information collected may include:

• Website visits;
• pages viewed;
• advertising interactions;
• browser and device information;
• IP address;
• advertising identifiers; and
• conversion events such as submitting an enquiry or booking a meeting.

We may also use the Meta Conversions API, which allows certain Website, lead or conversion events to be transmitted to Meta through server-side connections.

Depending on our configuration and the information available, conversion information may include identifiers such as email addresses or telephone numbers in a hashed or otherwise protected format for purposes such as:

• advertising attribution;
• conversion measurement;
• audience matching;
• advertising optimisation; and
• remarketing.

Meta processes information received through these technologies in accordance with its own terms and privacy practices.

9. ActiveCampaign

We use ActiveCampaign as a customer relationship management, email marketing and marketing automation platform.

Information stored or processed through ActiveCampaign may include:

• contact information;
• business information;
• Website or enquiry information;
• form submissions;
• marketing preferences;
• marketing consent records;
• email activity;
• enquiry status;
• booking information;
• sales pipeline information;
• campaign attribution information;
• UTM information; and
• communications with Dmlabs.

ActiveCampaign may also be used to automate communications and manage prospective and existing client relationships.

10. Hotjar

We may use Hotjar to better understand how visitors interact with our Website.

Hotjar may provide features such as:

• heatmaps;
• interaction analytics;
• click and scroll information;
• navigation behaviour; and
• session recordings.

These tools help us identify usability issues and improve Website design and performance.

Hotjar may collect technical and behavioural information such as device information, browser information, IP-related information and Website interactions.

We do not intentionally use Hotjar to collect sensitive information through Website session recordings.

11. Calendly

We use Calendly to allow prospective and existing clients to schedule meetings with Dmlabs.

When you make a booking, Calendly may process information such as:

• your name;
• email address;
• telephone number where provided;
• appointment date and time;
• timezone;
• responses to booking questions; and
• other information you voluntarily provide.

Booking information may also be transferred into our CRM and internal business systems.

12. Spam and Bot Protection

We may use technologies designed to protect our Website and forms against spam, abuse and automated traffic.

These may include:

Google reCAPTCHA

Google reCAPTCHA may analyse technical and behavioural information to determine whether Website activity is likely to come from a person or an automated system.

Cloudflare Turnstile

We may alternatively or additionally use Cloudflare Turnstile for bot and abuse detection.

These services may process technical information about your browser, device, network and interactions for security and fraud-prevention purposes.

Use of these technologies is also subject to the applicable provider's privacy terms.

13. Website Hosting and Infrastructure

Our Website is built using WordPress and may be hosted or supported using infrastructure and services provided by WPMU DEV and other technology providers.

Hosting and infrastructure providers may process technical information necessary to deliver and secure our Website, including:

• IP addresses;
• server logs;
• request information;
• security events;
• backup information; and
• technical Website data.

We may also use caching, security, backup and performance optimisation technologies as part of operating the Website.

14. Google Workspace and Communications

We may use services such as Google Workspace and Gmail to manage business communications and documents.

Information you provide to us through email or related communications may therefore be processed or stored using these services.

15. Search Console and Website Performance

We may use Google Search Console and other Website performance tools to monitor search visibility, Website health and technical performance.

These tools generally provide Website and search performance information and may process technical information associated with Website usage.

16. Direct Marketing

Where permitted by law, we may use your personal information to communicate with you about:

• Dmlabs services;
• relevant offers;
• business updates;
• marketing information; and
• content we believe may be relevant to you.

Commercial electronic messages sent by us will include an appropriate means to unsubscribe where required.

You may unsubscribe from marketing emails using the unsubscribe link contained in the message or contact us directly.

We may also use or disclose personal information for targeted online advertising and remarketing through platforms such as Google and Meta.

You may request that we stop using or disclosing your personal information for direct marketing by contacting us at:

hello@dmlabs.com.au

We will action applicable requests within the timeframes required by law.

Unsubscribing from email marketing does not prevent us from sending communications reasonably necessary to provide services, manage an existing relationship, respond to an enquiry or meet legal obligations.

17. Disclosure of Personal Information

We may disclose personal information to third parties where reasonably necessary for our business operations.

These may include:

• advertising platforms;
• analytics providers;
• CRM providers;
• email and communication providers;
• appointment scheduling providers;
• Website hosting providers;
• IT, security and infrastructure providers;
• professional advisers;
• contractors and service providers;
• payment providers where applicable;
• government agencies, regulators or law enforcement where required; and
• other parties where you have authorised the disclosure or where permitted by law.

Our key technology providers may include:

• Google;
• Meta Platforms;
• ActiveCampaign;
• Hotjar;
• Calendly;
• WPMU DEV;
• WordPress-related service providers; and
• Cloudflare where Turnstile or another Cloudflare service is used.

We do not sell personal information as a standalone commercial product.

18. Overseas Processing and Disclosure

Some of the technology and service providers we use operate infrastructure or businesses outside Australia.

As a result, personal information may be processed, stored or accessible in countries outside Australia, including the United States and other countries in which our service providers or their subprocessors operate.

The countries involved may change from time to time depending on the infrastructure and service providers used.

Where Australian privacy laws apply to an overseas disclosure, we will take reasonable steps required by those laws in relation to the handling of personal information.

19. Security

We take reasonable steps to protect personal information from:

• misuse;
• interference;
• loss;
• unauthorised access;
• modification; and
• unauthorised disclosure.

Measures may include:

• access controls;
• authentication;
• encrypted connections;
• reputable hosting and technology providers;
• security monitoring;
• Website security tools;
• software updates;
• backups; and
• limiting access to information where appropriate.

No method of electronic transmission or storage is completely secure and we cannot guarantee absolute security.

20. Data Breaches

If we become aware of a suspected data breach, we may investigate, contain and remediate the incident.

Where the Notifiable Data Breaches scheme or another applicable law requires us to do so, we will notify affected individuals and the Office of the Australian Information Commissioner.

21. Data Retention

We retain personal information for as long as reasonably necessary for the purpose for which it was collected or where required for:

• service delivery;
• client relationship management;
• business administration;
• accounting or taxation;
• fraud and security prevention;
• dispute resolution;
• enforcement of agreements; or
• compliance with legal obligations.

Different types of information may be retained for different periods.

When personal information is no longer reasonably required, we may delete, destroy or de-identify it where appropriate and subject to our legal obligations.

Information held by third-party platforms may also be subject to the provider's own retention practices.

22. Accessing or Correcting Your Personal Information

You may contact us to request access to personal information we hold about you or to request that inaccurate, incomplete or outdated information be corrected.

Requests can be sent to:

hello@dmlabs.com.au

We may need to verify your identity before providing access or making certain changes.

There may be circumstances where applicable law allows or requires us to refuse access or correction. If this occurs, we will provide an explanation where required.

23. Deletion Requests

You may contact us to request deletion of personal information we hold about you.

We will consider deletion requests having regard to:

• applicable privacy laws;
• contractual obligations;
• business record requirements;
• taxation and accounting requirements;
• dispute or legal requirements; and
• legitimate requirements to retain certain information.

A request for deletion does not automatically require us to delete information that we are legally permitted or required to retain.

24. Remaining Anonymous

Where practicable, you may interact with us anonymously or using a pseudonym.

However, we may require identifying information where it is reasonably necessary to:

• respond to a particular enquiry;
• provide services;
• enter into an agreement;
• schedule or manage a meeting;
• process payments;
• maintain client records; or
• comply with legal obligations.

25. Sensitive Information

We do not generally seek to collect sensitive information through our Website.

Please avoid providing health information, government identifiers, financial credentials or other sensitive personal information through general Website enquiry forms unless it is genuinely necessary.

If sensitive information is provided to us, we will handle it in accordance with applicable law.

26. Children's Privacy

Our Website and services are primarily directed towards businesses and adults.

We do not knowingly seek to collect personal information from children through our Website for marketing purposes.

If you believe a child has provided personal information to us inappropriately, please contact us.

27. Third-Party Websites

Our Website may contain links to external websites or services.

Dmlabs is not responsible for the privacy practices, security or content of third-party websites.

We recommend reviewing the privacy policies of third-party services before providing personal information to them.

28. Privacy Complaints

If you have a concern or complaint about how we have handled your personal information, please contact us at:

hello@dmlabs.com.au

Please include sufficient information for us to understand and investigate your concern.

We will review privacy complaints and respond within a reasonable period.

If you are not satisfied with our response and Australian privacy law provides you with that right, you may contact the Office of the Australian Information Commissioner (OAIC).

29. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes to:

• our Website;
• our services;
• our technology;
• our information-handling practices; or
• applicable laws and regulations.

The current version will be published on our Website together with its effective date.

We recommend reviewing this Privacy Policy periodically.

30. Contact Us

For questions, requests or complaints relating to privacy, contact:

Digital Marketing Labs Pty Ltd Trading as Dmlabs ABN: 98 682 770 789