Nouva ("we," "us," "our," or the "Company"), operated by Unique President Ltd., provides the Nouva mobile application (the "App") and the Nouva website at nouva.app (the "Website"). This Cookie & Tracking Policy ("Policy") explains what tracking technologies we use, why we use them, and your choices for controlling them.
This Policy should be read together with our Privacy Policy, which describes how we collect, use, and protect your personal information more broadly.
1. What Are Tracking Technologies?
Tracking technologies are tools that collect information about how you interact with digital services. They include traditional web browser cookies as well as mobile SDKs (software development kits), device identifiers, local storage, and similar technologies embedded in mobile applications. Different technologies serve different purposes — some are essential for the service to function, while others help us understand usage patterns or deliver relevant advertising.
2. Tracking Technologies in the Nouva Mobile App
The Nouva App does not use web browser cookies. However, the App integrates several SDKs and technologies that collect information from your device. Each technology, its purpose, the data it collects, and how to control it are described below.
2.1 Firebase Analytics (Google)
Purpose: Understanding how users interact with the App so we can improve features, identify issues, and measure engagement.
What it collects: Session duration and frequency; screens viewed and features used; user engagement events (such as uploading items, generating outfits, saving recommendations); device type, model, and operating system version; app version; and general geographic information (country or region level derived from IP address — your IP address is not stored by Firebase Analytics).
Data retention: 26 months from the date of collection, after which it is automatically deleted.
Legal basis: Consent (UK users) under UK GDPR Article 6(1)(a). Legitimate interest for essential analytics (US users).
Your control: UK users are asked for consent through the App's consent dialog before any analytics data is collected. You can withdraw consent at any time through Profile > Settings > Privacy > Analytics. If you do not consent or withdraw consent, no analytics data will be collected from your device.
2.2 Firebase Performance Monitoring (Google)
Purpose: Monitoring the technical performance of the App to identify slow screens, failed network requests, and other technical issues that affect your experience.
What it collects: App startup time; HTTP request latency and success rates; screen rendering performance; and custom performance traces for critical operations.
Data retention: 90 days from the date of collection.
Legal basis: Legitimate interest under UK GDPR Article 6(1)(f) — maintaining a reliable, performant App. This technology collects only technical performance data and does not access your wardrobe content or personal information.
Your control: Performance Monitoring collects minimal, non-personal technical data. You can disable it through Profile > Settings > Privacy > Performance Monitoring.
2.3 Firebase Crashlytics (Google)
Purpose: Detecting, diagnosing, and fixing crashes, errors, and stability issues in the App.
What it collects: Device state at the time of a crash; stack traces and error messages; device model and operating system version; app version; and an anonymized crash instance identifier. Crashlytics does not collect your name, email, closet images, or wardrobe data.
Data retention: 90 days from the date of the crash event.
Legal basis: Legitimate interest under UK GDPR Article 6(1)(f) — ensuring the stability and reliability of the App.
Your control: Crash reports are essential for maintaining a stable App. You can disable Crashlytics through Profile > Settings > Privacy > Crash Reports, though this limits our ability to detect and fix issues that affect your experience.
2.4 Google Mobile Ads (AdMob)
Purpose: Displaying advertisements to users on the free tier of the App.
What it collects: Device advertising identifier (IDFA on iOS, GAID on Android); ad interaction data (impressions, clicks); general device information; and IP address (used by Google for geographic ad targeting and fraud prevention).
Data retention: Managed by Google per their advertising data retention policies. We do not independently store advertising data.
Legal basis: Consent under UK GDPR Article 6(1)(a). Ads are only shown to free-tier users, and personalised advertising requires your consent.
Your control:
- Consent dialog: UK users are asked for advertising consent through the App's consent dialog before any personalised ads are shown. Without consent, you may still see non-personalised (contextual) ads.
- Device-level controls:
- iOS: Settings > Privacy & Security > Tracking. You can also enable "Limit Ad Tracking" in Settings > Privacy & Security > Apple Advertising.
- Android: Settings > Privacy > Ads > Delete advertising ID. You can also reset your advertising ID or opt out of ad personalisation.
- In-App: Profile > Settings > Privacy > Personalised Advertising.
2.5 Google Consent Mode v2
For users located in the United Kingdom, we implement Google Consent Mode v2 to manage consent across Firebase Analytics and Google Mobile Ads. This means:
- Before consent: Analytics and advertising tags operate in a restricted mode that does not store cookies or identifiers and does not collect personally identifiable data. Google receives only anonymous pings for basic measurement.
- After consent is granted: Full analytics and advertising functionality is enabled based on the specific consents you provide.
- After consent is denied or withdrawn: Tags remain in restricted mode. No personal data is collected for analytics or advertising.
Consent Mode v2 distinguishes between the following consent types:
| Consent Type | What It Controls | Default (Before Choice) |
|---|---|---|
| analytics_storage | Whether Firebase Analytics can store analytics-related identifiers and data | Denied |
| ad_storage | Whether Google Ads can store advertising-related identifiers | Denied |
| ad_user_data | Whether user data can be sent to Google for advertising purposes | Denied |
| ad_personalization | Whether personalised advertising is enabled | Denied |
All consent types default to "denied" until you make an affirmative choice through the consent dialog.
2.6 Local Storage on Your Device
The App uses the following local storage mechanisms on your device:
Shared Preferences / UserDefaults. Small key-value data stored locally for: your app settings and preferences; consent choices; authentication session state; and cached UI preferences (such as dark mode, layout choices).
SQLite (sqflite). A local database on your device used for: caching wardrobe item metadata for offline access; and storing locally processed data to reduce network requests.
Firebase Local Cache. Firebase SDKs maintain a local cache on your device to enable offline functionality and reduce data usage. This cache is stored in the app's sandboxed storage area and is not accessible to other apps.
These local storage mechanisms are strictly necessary for the App to function and do not transmit data to third parties. They are not subject to consent requirements as they are essential for service delivery.
3. Tracking Technologies on the Nouva Website
When you visit the Nouva website (nouva.app), we may use the following technologies:
3.1 Essential Cookies
These are strictly necessary for the website to function and cannot be disabled.
| Cookie / Technology | Purpose | Duration | Type |
|---|---|---|---|
| Session management | Maintaining your browsing session | Session (deleted when you close your browser) | First-party |
3.2 Analytics Cookies
If we implement website analytics in the future, we will update this section before enabling any analytics tracking. Any website analytics will require your consent before activation. We will provide a cookie consent banner that allows you to accept or reject analytics cookies.
3.3 No Advertising Cookies on the Website
The Nouva website does not display advertisements and does not use advertising cookies or tracking pixels.
3.4 No Third-Party Tracking on the Website
The Nouva website does not embed third-party social media widgets, share buttons, or other embedded content that could set tracking cookies. External links (such as links to app stores) open in a new window and are subject to those platforms' own cookie and privacy policies.
4. Device Identifiers
In addition to the SDK-specific tracking described above, the following device identifiers may be accessed by the App:
Advertising Identifiers (IDFA / GAID). These are resettable identifiers provided by your device's operating system. They are used solely by Google Mobile Ads for advertising purposes and are only accessed with your consent (UK users). You can reset or disable these identifiers through your device settings as described in Section 2.4.
Firebase Installation ID. A unique identifier generated by Firebase when the App is installed on your device. It is used to associate analytics data and crash reports with an app installation (not with you personally). It is automatically reset if you uninstall and reinstall the App.
Device-Specific Identifiers. Standard device identifiers (device model, operating system version, language settings) are collected by Firebase SDKs for the purposes described above. These are not used for cross-app tracking.
We do not use device fingerprinting techniques that combine multiple device attributes to create a persistent identifier.
5. Do Not Track and Global Privacy Control
Do Not Track (DNT). Some web browsers transmit "Do Not Track" signals. As the Nouva App is primarily a mobile application, it does not currently respond to browser DNT signals. For control over mobile tracking, please use the device-level and in-app controls described in this Policy.
Global Privacy Control (GPC). We respect Global Privacy Control signals sent by your browser when you visit the Nouva website. If we detect a GPC signal, we will treat it as a valid opt-out request for any non-essential tracking on the website.
6. Third-Party Privacy Policies
The tracking technologies described in this Policy are provided by third-party companies. For more information about how these companies handle data, please review their privacy policies:
- Google (Firebase Analytics, Crashlytics, Performance Monitoring, AdMob): https://policies.google.com/privacy
- Google Ads: https://policies.google.com/technologies/ads
- Apple (Sign in with Apple): https://www.apple.com/legal/privacy/
7. Your Choices — Summary
| Technology | Can You Disable It? | How |
|---|---|---|
| Firebase Analytics | Yes | In-App: Profile > Settings > Privacy > Analytics |
| Firebase Performance | Yes | In-App: Profile > Settings > Privacy > Performance Monitoring |
| Firebase Crashlytics | Yes | In-App: Profile > Settings > Privacy > Crash Reports |
| Google Mobile Ads (personalised) | Yes | In-App consent dialog; device ad settings (see Section 2.4) |
| Google Mobile Ads (contextual) | Only by upgrading to a paid subscription | Subscribe to remove all ads |
| Local storage (Shared Preferences, SQLite, Firebase cache) | No (essential for App function) | Clearing app data or uninstalling the App removes all local storage |
| Website essential cookies | No (strictly necessary) | These are required for basic website functionality |
| Website analytics | Yes (if implemented) | Cookie consent banner on the website |
8. Changes to This Policy
We may update this Cookie & Tracking Policy from time to time. If we make material changes — such as adding new tracking technologies or changing the purposes for which existing technologies are used — we will notify you through the App or by updating this page with a new "Last Updated" date. Where required, we will obtain fresh consent before enabling new tracking technologies.
9. Contact Us
If you have questions about this Policy or the tracking technologies we use, please contact us:
Nouva Privacy Team Email: nouva@uniquepresident.com Mailing Address: 54b Trundleys Road, 26 Anayah Apartments, London SE8 5FB, United Kingdom
This Cookie & Tracking Policy is provided to assist with legal workflows. It should be reviewed by qualified legal professionals before publication. Regulatory requirements change frequently; verify current requirements with authoritative sources. This document does not constitute legal advice.