How If Not Now, a product of 97 Music Group Ltd ("we"), handles data. It covers two different groups of people, and they are treated differently: the clients who sign in to the console, and the listeners who open a smart link.
We hold your sign-in email, the Meta advertising connections and tokens you add, and the projects, campaigns, smart links and reports you create. It is used only to operate the platform for you. Authentication is handled by Clerk; passwords are never stored by us. We do not sell data, and we do not share it beyond the services you explicitly connect (Meta, Resend for service email, and Songstats where enabled).
For this data 97 Music Group Ltd is the data controller.
A smart link records what is needed to report on and optimise the advertising that brought you there. There is no tracking script from any third party on these pages: the page sets its own first-party cookies and this server sends the events to Meta directly.
| Cookie | Purpose | Life |
|---|---|---|
_fbc | Meta click identifier, taken from the fbclid on an ad click, so a conversion can be attributed to the advert that paid for it | 90 days |
_fbp | Meta browser identifier | 90 days |
_ifn | Our own visitor identifier, so a visit and the tap-through that follows count as one person. Sent to Meta only as an irreversible SHA-256 hash | 90 days |
_tz | Your time zone offset, so listening times are reported in local time | 1 year |
Alongside these we record: IP address, browser user agent, device and operating system, whether the page opened inside an app such as Instagram, browser language, referring site, which streaming service was chosen, campaign and advert tags from the link, and the time.
What is sent to Meta. Two standard events, PageView and ViewContent, are sent
from our server to Meta's Conversions API. They carry the IP address, user agent, the identifiers above, and the
release name. They are used by Meta for advertising measurement and optimisation. Meta acts as an independent
controller for this data; their handling is governed by Meta's own terms and privacy policy.
No email address, name, telephone number or payment detail is collected on a smart link. We do not attempt to identify you personally, and we do not sell this data.
The artist or label operating the link is the controller for that link's audience data; 97 Music Group Ltd acts as processor on their behalf.
Under UK GDPR you may request access to your data, correction, erasure, restriction of processing, portability, and you may object to processing carried out for legitimate interests or direct marketing. To exercise any of these, write to the address at the foot of this page. You may also complain to the Information Commissioner's Office (ico.org.uk).
To stop the cookies described above, block or clear cookies for this site in your browser, and use your device's advertising controls. Meta also offers its own advertising preferences in your Facebook or Instagram account settings.
Smart link visit records are kept for as long as the operating artist or label keeps the link, and are removed when the link is deleted. Cookies expire on the schedule in the table above. Client account data is kept while the account is open and removed on request.
Data is held in the European Economic Area on servers operated for this instance. Access tokens and secrets are stored server-side, never exposed to the browser. Each account's connections, projects and links are separated by account. Sending events to Meta involves a transfer to the United States under Meta's own transfer safeguards.
Write to 97 Music Group Ltd at the registered address below.