Upbuild
Privacy policy
Last updated: 11 September 2026 · Applies to upbuild.app, the Upbuild app at app.upbuild.app and the Upbuild connector at connector.upbuild.app
Upbuild is an AI platform for marketing data provided by Uptimal. It has two parts. The Upbuild app (app.upbuild.app) is where an organisation connects its advertising and analytics accounts and uses AI Dashboards, AI Insights, AI Data Exports and AI Alerts. The Upbuild connector (connector.upbuild.app) is a read-only MCP (Model Context Protocol) server, part of the same toolset, that brings the same accounts into AI assistants such as Claude, ChatGPT, Copilot Studio and Gemini Enterprise. This policy explains what we process in each part, why, where it is kept, for how long, and what we deliberately do not do. It is also the privacy policy for the Upbuild applications registered with Google, Microsoft and Meta.
1. Who we are
Upbuild is a product of Uptimal. Two companies in the same group are involved, each with a defined role:
- Uptimal FZCO (Dubai, United Arab Emirates) provides the service. It is the controller for your account, organisation, subscription, billing, website analytics and contact form data, and it processes the marketing data you connect on your instructions.
- Madtechers SLU, trading as Uptimal (CIF B01878834, Calle Viladomat 208, P.5 Pta.1, 08029 Barcelona, Spain), holds the Meta application behind Upbuild and is the entity that receives and processes Meta Platform Data when you connect a Meta ad account, on your behalf and on your instructions.
Both companies trade as Uptimal. Any privacy request can be sent to [email protected] and we route it to the right entity internally.
For the advertising and analytics data you connect, and for the dashboards, chats, exports and alerts your organisation creates from it, we act on your instructions: your organisation decides what is connected, who may see it and when it is deleted. Where a written data processing agreement is needed, ask us at the address above.
2. What we process, and why
- Identity. When you sign in with Google or Microsoft we receive your account id, name, email address and profile picture. If you link a Meta ad account we also receive your Meta user id. This identifies your sign-in, your organisation membership, your trial and your plan. Legal basis: contract performance.
- Organisation data. The name, domain and logo of your organisation, its members and their roles, invitations, access requests and which connected accounts are shared with whom. Legal basis: contract performance.
- Platform sign-ins. The access and refresh tokens for the platforms you connect are stored encrypted, server-side, in Cloudflare storage. Adobe credentials you create in your own Adobe Developer Console are stored the same way. Tokens are never exposed to an AI assistant, to your browser or to third parties. Legal basis: contract performance.
- Marketing data in transit. When you ask a question, whether in the Upbuild app or through an assistant, Upbuild fetches the requested data from the platform (for example a Google Analytics report or a Google Ads query) and returns it to you. In the connector, responses are cached for a short time to keep conversations fast, from two minutes for a live report to a few hours for a list of accounts, then discarded. Legal basis: contract performance.
- Marketing data at rest in the app. A dashboard keeps the figures it showed at each refresh, so it can be viewed, shared and restored to an earlier version. AI Insights keeps the history of each chat, including files you attach and the figures Upbuild fetched to answer. Exports keep their settings and a log of each run; alerts keep their rules and a history of what was sent. All of this belongs to your organisation and is deleted as described in section 10. Legal basis: contract performance.
- Content you create. Your prompts, dashboard briefs, comments and the documents or spreadsheets you upload. Legal basis: contract performance.
- Usage and security records. We log sign-ins, tool calls, refreshes, export and alert runs and administrative actions (who invited whom, who shared which account) with a timestamp, to enforce trials and plans, investigate problems, prevent abuse and give your administrators an audit trail. Legal basis: contract performance and legitimate interest.
- Billing. Connector plans are paid through Stripe; we never see or store your full card details. Platform subscriptions are invoiced to your organisation; we keep the invoicing details and the payment record. Legal basis: contract performance and legal obligation.
- Emails we send. Invitations, access requests, alerts you configured, export run notices, trial and contract reminders and replies to your messages. Legal basis: contract performance.
- Contact form. If you submit a form on upbuild.app we store your name, email, company and message to reply to you, and pass a copy to our team chat so a person picks it up. If you tick the box for product updates we send them until you unsubscribe. Legal basis: consent.
- Website analytics. See section 8. Legal basis: consent.
3. AI processing
Upbuild AI, the assistant inside the app that builds dashboards, answers questions, sets up exports and writes alerts, runs on large language models served through Google Cloud's Vertex AI in the European Union (Google's Gemini models and Anthropic's Claude models, both served by Vertex AI). To answer a prompt, Upbuild sends that prompt together with the data needed to answer it (for example the rows of a report, the layout of a dashboard, or a file you attached) to the model and receives the answer. Google Cloud processes it under its own data processing terms and does not use it to train its models. We do not train any model on your data either, and no other customer's data is ever mixed into your prompts.
When you use Upbuild through an AI assistant instead (Claude, ChatGPT, Copilot Studio or Gemini Enterprise), the assistant is the one asking: the data you request is delivered into your own session with that assistant and is then handled under the assistant provider's terms and your agreement with them. Upbuild does not receive your conversation with the assistant, only the tool calls it makes.
4. What we deliberately do not do
- We request read-only permissions wherever a platform offers them. Nothing in Upbuild can change a campaign, a budget, a tag, an audience or a bid. The only writes Upbuild ever performs are the scheduled exports you set up yourself, into the destination you chose.
- Your data is never used to train models, ours or anyone else's.
- We never sell or rent personal data or marketing data, and we never share one customer's data with another.
- We do not build profiles of the people in your advertising data. Upbuild works with the aggregated reports the platforms provide, not with individual end users.
- We do not show ads on upbuild.app and we do not run third-party advertising trackers on it.
5. Permissions we request from the platforms
Google: Tag Manager (readonly), Analytics (readonly), Display & Video 360, Campaign Manager 360 trafficking and reporting (read use), Google Ads (read use), plus openid, email and profile for sign-in. Microsoft: sign-in only, with your work or school account (openid, profile, email and User.Read): Upbuild reads your name, email address and account id and nothing else, no mailbox, no files. Meta (optional): ads_read only. Snapchat (optional): read-only marketing scopes via Snapchat Business OAuth. TikTok (optional): authorisation runs through TikTok's official for-Business MCP server; the grant is platform-wide by TikTok's design, and Upbuild holds it to reporting on the server side, so no operation that edits ever reaches TikTok. TikTok asks for the authorisation to be renewed periodically and Upbuild requests it again when needed. Adobe (optional): an OAuth Server-to-Server credential that you create in your own Adobe Developer Console; it is stored encrypted, used only for read (GET) calls to Adobe Analytics and Adobe Experience Platform Tags, and deleted when you disconnect. You can review and revoke access at any time from your Google Account connections, your Microsoft account's app permissions, or your Meta Business integration settings.
Google BigQuery and Google Sheets (both optional) differ from every other platform in one way: they are places Upbuild reads from and they are the two destinations a scheduled data export can write into. You choose the project, dataset and table, or the spreadsheet, and the export writes there on the schedule you set. Four further Google permissions are requested for that:
| Google permission | What Upbuild does with it |
|---|---|
https://www.googleapis.com/auth/spreadsheets | Reads and writes the Google Sheets spreadsheet you choose as the destination of a scheduled export, and reads a spreadsheet you ask about. |
https://www.googleapis.com/auth/drive.file | Creates spreadsheets that Upbuild itself makes for you, and reopens those same files later. Nothing else in your Drive. |
https://www.googleapis.com/auth/drive.metadata.readonly | Lists your own spreadsheets by name and last-modified date, so you can choose which one a scheduled export writes into. Upbuild reads the id, the name and the date only. It never downloads or reads file content through this permission. |
https://www.googleapis.com/auth/bigquery | Reads your BigQuery projects, datasets and tables, runs the read-only queries you ask for, and writes a scheduled export into the table you chose. |
Upbuild reads spreadsheet content only through the Google Sheets API, only for the file you named, and only under the Sheets permission. The Drive permission is used to list names and dates, never to open a file.
When you ask your AI assistant to list your spreadsheets so you can choose a destination, the names and dates of those spreadsheets are passed to that assistant. No file content is passed, no model is trained on it, and it is never sold or used for advertising.
6. Meta Platform Data
Connecting a Meta ad account is optional. When you do, Madtechers SLU receives an access token limited to ads_read and uses it only to run the reports you ask for, in the Upbuild app or inside your own AI assistant session, and to refresh the dashboards, exports and alerts you set up from those reports. Meta Platform Data is processed on your behalf and on your instructions.
Specifically, Meta Platform Data is:
- requested only when a question, a dashboard refresh, an export or an alert you set up needs it, and delivered only to you, your organisation or your own assistant session;
- never sold, licensed or shared with data brokers, and never transferred to anyone outside the subprocessors listed below;
- never used for advertising, audience building, profiling, credit or eligibility decisions, or to train machine learning models;
- never pooled or combined with another customer's data.
Storage: access tokens are encrypted at rest in Cloudflare storage. In the connector, report responses are cached briefly, typically for minutes, to respect Meta rate limits. In the app, the Meta figures shown in a dashboard, a chat, an export log or an alert are kept as part of that item for as long as it exists (section 10), so your organisation can view, share and restore it. Upbuild is not a long-term store of your Meta data beyond that.
Revoking access and deleting Meta data
You can stop the processing at any time, from either side:
- Disconnect Meta in the Upbuild app or on the connector's connect hub. The stored token is deleted and any cached responses expire within minutes.
- Or revoke Upbuild inside Facebook, under Settings and privacy, Settings, Business integrations, which invalidates the token at source.
To have any remaining records deleted, including Meta figures kept inside dashboards, chats, exports or alerts, email [email protected] with the subject "Meta data deletion", from the address on your Upbuild account. We action verified requests within 30 days and confirm by email. This section is the data deletion instructions page for the Upbuild Meta application: https://upbuild.app/privacy#data-deletion.
7. Use of Google user data (Limited Use disclosure)
Upbuild's use and transfer of information received from Google APIs adheres to the Google API Services User Data Policy, including the Limited Use requirements. Google user data is used only to provide the user-facing features described here: answering the questions you ask, and building and refreshing the dashboards, exports and alerts you set up, in the Upbuild app or through your AI assistant. It is not used for advertising, not sold, and not used to train models.
8. Access inside an organisation, and shared links
Everyone signs in as themselves. A person sees the accounts their own login reaches, plus the accounts an administrator of their organisation has shared with them, and nothing else. Administrators decide who joins, which accounts are shared and who may edit. When a person leaves an organisation their access ends with the next session.
A dashboard can be shared by a view-only link. Anyone who has that link can see the figures in that dashboard without an Upbuild account or a platform login, so your organisation controls who receives it. A shared dashboard is served on its own address, cannot reach anything else in Upbuild, and shows only the data Upbuild put in it at its last refresh.
9. Cookies and analytics
The Upbuild app uses one strictly necessary session cookie to keep you signed in; it holds no tracking. Upbuild.app uses Google Analytics 4 with Google Consent Mode v2 in its advanced configuration. Until you accept, and whenever you decline, no analytics cookies are set and no persistent identifiers are stored: the site sends only anonymous, cookieless measurement pings that Google processes in aggregate. If you accept, first-party analytics cookies (_ga, _ga_*) are set to recognise returning visits; they expire after at most 24 months and are never used for advertising. All advertising consent signals (ad_storage, ad_user_data, ad_personalization) remain permanently denied: this site runs no advertising or remarketing. You can change or withdraw your choice at any time via Cookie preferences in the footer.
10. Where your data is kept, and for how long
Upbuild runs on Cloudflare's network. Account, organisation, dashboard, chat, export and alert records live in Cloudflare databases; tokens and short-lived caches in Cloudflare key-value storage; uploaded files and dashboard assets in Cloudflare object storage, in a European or a United States bucket according to the region chosen for your organisation. Everything is encrypted in transit and at rest; platform tokens are additionally encrypted with keys that only the service holds. Access by our staff is limited to what operating the service and answering your requests requires.
- Platform tokens: until you disconnect the platform, revoke access, leave the organisation or your account is deleted.
- Connector response cache: from two minutes to a few hours depending on the call, then discarded.
- Dashboards and their versions: for as long as the dashboard exists. Each dashboard keeps its most recent versions (currently the last 50) so earlier ones can be restored; older versions are dropped as new ones are published. Deleting a dashboard deletes its versions.
- AI Insights chats and attached files: until you delete the chat, or the organisation is closed.
- Exports and alerts: settings for as long as the export or alert exists; run logs and alert history for up to 12 months, then deleted. Rows on their way to a destination pass through Cloudflare object storage in your organisation's region and are removed once delivered; an export file sent by email can be downloaded for 7 days.
- Usage, security and audit records: 12 months, then deleted or anonymised, unless needed for an open investigation or a legal obligation.
- Billing and invoicing records: as long as the law on accounting and tax requires.
- Contact form submissions and emails: until resolved, plus a reasonable follow-up period, unless you ask us to delete them earlier.
- Closed organisations and deleted accounts: from the moment an organisation closes nobody can reach its data; its dashboards, chats, exports, alerts, files and tokens are deleted within 90 days of closure, apart from billing records we must keep. A personal account, or any record you ask us to delete, is deleted within 30 days of a verified request.
11. Subprocessors
| Provider | Purpose |
|---|---|
| Cloudflare, Inc. | Hosting of the website, the app and the connector (Workers, Pages and Durable Objects), databases (D1), encrypted key-value storage (KV) and object storage (R2) in EU or US buckets |
| Google Cloud (Vertex AI) | The large language models behind Upbuild AI, served in the European Union: prompts and the data needed to answer them are processed under Google Cloud's data processing terms and not used to train its models |
| Google LLC | Sign-in with Google, the Google marketing APIs you connect, and BigQuery and Google Sheets when you connect them as a source or an export destination |
| Microsoft Corporation | Sign-in with a Microsoft work or school account, and Copilot Studio when you connect Upbuild there: the answers you ask for, including any Meta Platform Data, are delivered into your own Copilot Studio agent |
| Anthropic PBC | Claude, when you connect Upbuild there: the answers you ask for, including any Meta Platform Data, are delivered into your own Claude session |
| OpenAI LLC | ChatGPT, when you connect Upbuild there: the answers you ask for, including any Meta Platform Data, are delivered into your own ChatGPT session |
| Google LLC (Gemini Enterprise) | Gemini Enterprise, when you connect Upbuild there: the answers you ask for, including any Meta Platform Data, are delivered into your own Gemini Enterprise session |
| Meta Platforms | Optional Meta Ads sign-in and Marketing API |
| Snap Inc. | Optional Snapchat Ads sign-in and Marketing API |
| TikTok (ByteDance) | Optional TikTok Ads authorisation via TikTok's official for-Business MCP server |
| Adobe | Optional Adobe Analytics and Adobe Experience Platform Tags APIs, via a credential from your own Adobe organisation |
| Stripe | Connector plans: subscriptions, checkout and customer portal |
| Resend | Delivery of the emails Upbuild sends: invitations, access requests, alerts, export notices and reminders |
| Google Analytics | Privacy-configured website analytics under Consent Mode v2; cookieless until consent |
Alerts you route to Slack or Microsoft Teams are posted to the channel your organisation connects, on your instruction, and are then held under your own Slack or Microsoft agreement. Exports are written into the destination your organisation chose, which you own and control.
12. Your rights
Under the GDPR, the UAE Personal Data Protection Law and equivalent laws you can request access, rectification, erasure, restriction and portability of your personal data, and object to processing based on legitimate interest. Write to [email protected] from the address on your Upbuild account; we answer within 30 days. If your personal data was connected to Upbuild by an organisation, we may refer your request to that organisation's administrators, who decide what it holds. You can also lodge a complaint with your local supervisory authority. Disconnecting a platform, leaving an organisation or revoking access in Google, Microsoft or Meta immediately invalidates the stored tokens; ask us to delete the associated records at any time.
13. International transfers
Our providers may process data outside the EEA and the United Kingdom. Where they do, transfers rely on adequacy decisions or standard contractual clauses put in place by those providers, and on the safeguards in their data processing terms. The same applies between the two group companies named above, one established in Spain and one in the United Arab Emirates.
14. Who Upbuild is for
Upbuild is a service for organisations and the people who work in them. It is not directed at children and we do not knowingly collect data from anyone under 18.
15. Changes
We will post any material change to this page and update the date above. Significant changes affecting connected users and organisations will also be communicated through the service or by email to administrators.