About Equilibrium Psychotherapy

Equilibrium Psychotherapy is a licensed mental health practice based in Madison, Wisconsin. This policy applies to equilibriumpsychotherapyllc.com and the information you provide through it. It does not cover information you share inside our patient portal (which is hosted by SimplePractice and governed by their own privacy policy and Business Associate Agreement) or information you share during a therapy session.

Information We Collect from the Website

When you fill out our contact form, we collect:

• Your name
• Your email address
• Your phone number (if you choose to provide it)
• Whether you are seeking individual or couples therapy
• Your insurance provider (if you choose to share it)
• The general topic or reason you are seeking therapy
• Any message you write to us

We also automatically collect basic, aggregated information that any website receives: your IP address, browser type, and which pages you visited. If you arrived from a Google ad, your browser may include a Google click identifier (gclid) in the URL, which we store in your browser's session storage for the duration of your visit so we can report conversions to Google Ads.

How We Use Your Information

Information you submit through the contact form is used only to respond to your inquiry and schedule a consultation. We do not use the information you submit to measure advertising effectiveness, build marketing audiences, retarget you with ads, or send you marketing communications.

Anonymous, aggregated traffic data helps us understand which pages are useful and which advertising campaigns are reaching the people who need our services.

Where Your Information Is Stored

Contact-form submissions are delivered by Resend (an email delivery service used only for transit) to a HIPAA-compliant Google Workspace inbox. We maintain a Business Associate Agreement with Google for this Workspace. The Google Workspace inbox is our system of record for inquiries. We do not export this information to spreadsheets, CRMs, or marketing tools.

Other Third-Party Services

Our website uses the following services. None of them receive the personal information you type into the contact form.

• Google Analytics 4: aggregated, anonymized traffic measurement so we can see which pages help visitors.
• Google Ads: a conversion event fires when a form is submitted so we know an ad-sourced visit led to an inquiry. The event itself does not include your name, email, phone, message, or other form fields.
• Cloudinary: image hosting and delivery for the photos on this site.
• Netlify: web hosting for the website itself.
• SimplePractice: the patient portal we link to. Once you log in there, SimplePractice's own privacy policy and Business Associate Agreement govern that data.

Cookies and Tracking

Google Analytics sets standard analytics cookies. The Google Ads click identifier (gclid), when present, is stored in your browser's session storage and is cleared when you close the tab. We do not build cross-site behavioral advertising profiles, and we do not sell your information.

Your Choices

• You can opt out of Google Analytics tracking using your browser's privacy settings or the Google Analytics opt-out browser add-on.
• You can request that we delete the information you submitted through the contact form by emailing us at info@equilibriumpsychotherapyllc.com.

Children's Privacy

Our website is not directed to children under 13, and we do not knowingly collect information from children under 13 through the website.

Changes to This Policy

If we update this policy, we will revise the "Last updated" date at the top of the page. Material changes will be reflected here before they take effect.

Contact Us

Questions about this Privacy Policy can be directed to: