Analytics and Cookies policy

This analytics policy and cookies policy (the “Analytics Policy”) outlines how and why Element AI Inc. ("we", “our” or “us”) use cookies and web beacons on our website and in our promotional electronic communications. It complements our Privacy Policy and as such should be read in conjunction with it.

Should you have any questions about how we use cookies and web beacons or how we use analytics tools, do not hesitate to contact us.

What you should know about cookies and web beacons?

What is a cookie and what are web beacons?

Cookies are small text files which are downloaded on your device when you visit a website. Cookies allow a website to recognize a device and since cookies are store on your device, it is possible for the website who “placed” such cookies to store information about your use of the website and to read that information each time you access the website. For example, cookies are often used to store information about your preferences.

There are essentially two type of cookies, first party and third party. While both types are technically the same thing and perform the same type of functions, the main difference is how they are created and how they are subsequently used.

First party cookies. First party cookies are created by the website you are visiting. A website can only access the cookies it placed itself of your device, such that for example, cookies placed when you visited a search engine cannot be accessed by our website.

Third party cookies. Third party cookies are created are set by a third party site separate from the site you are visiting and are mainly used for tracking and online-advertising purposes. They also allow website owners to provide certain services. This type of cookies can be placed through what is known as Web beacons (more on that below). As mentioned above, since a website can only access the cookies it placed, we cannot access third party cookies that are placed through our website.

Web beacons are often referred to as a pixel tag, are a clear image, usually no more than 1-pixel x 1-pixel transparent image, that is placed on a website or in an email to monitor how a user interact with specific content. Web beacons work by sending information along with the request to the third party’s web server when requesting the file, which file is different depending on the use, but can be an actual creative (an ad) or a clear pixel, which is completely invisible to the user but allows to place a third-party cookie.

What can you do to gain control over the cookies that are placed on your computer?

Most browsers allow you to control cookies through your browser settings. Be mindful that changing your cookie settings may prevent some websites from properly functioning. Please consult your browser manufacturer’s documentation to know how to delete cookies.

Google Chrome

Mozilla Firefox

Android Browser

Internet Explorer

Safari (Desktop)


Safari (Mobile)

You can also use your browser’s private or incognito mode which will automatically delete all cookies placed during your use of private mode when all private mode tabs are closed. Consult your browser’s help section to know more about how private mode is implemented.

Some of the most recent browsers have built-in functionality to block or control tracking content. We invite you to consult’s your browser’s help section to see if such a functionality is offered.

Some browsers have may have plugins or extensions made by third parties that can be used to manage and delete cookies. If you decide to use third-party plugins, we invite you to pay close attention to the plugins you install and the permissions that such plugins are requiring.

You can also opt-out from our use of cookies and similar technologies that track your behavior on the sites of others for third party advertising.

What are some other resources that you can consult to better understand cookies?

If you want to learn more about cookies, you can consult the following websites:

These websites are not affiliated with Element AI and may not be up to date. We provide these websites for your information only and do not warrant to the accuracy or completeness of their respective content.

How do we use cookies on our website?

Why do we use cookies on our website?

We use cookies and web beacons to:

  • To adjust the website settings according to your device;
  • To serve content through third-party services;
  • help us understand how people are using our services and interact with our digital promotional material, so we can make them better;
  • to help us personalise our approach, response and services to you by remembering your preferences;
  • build personas to refine our marketing strategies;
  • to find out if our emails have been read and if you find them useful.

Also, we use cookies and web beacons from third parties such as Google, Marketo and Facebook for measurement services, better targeting ads, and for marketing purposes. These cookies and web beacons allow us to display Element AI promotional material to you on other sites you visit across the Internet.

We use web beacons in our promotional emails to gather statistics around email opening and interaction with the content of our promotional emails to analyze the performance of our email campaigns. We track your interaction with our promotional emails as an indicator of your interest in our products and services. We may adjust the type of messaging and the way we reach out to you based on your interaction with our previous email campaigns.

What are the type of cookies used on our website?

On our website, we use first party and third party cookies, some of which we consider to be essential to the proper functioning of the website, while others are for analytics and marketing purposes. Depending on the laws applicable in your country of residence, all cookies may be automatically placed on your device, while some may be placed only if you consented to such cookies being placed on your device.

Categories of Use



We use cookies to enable and support our and third parties’ security features.

Features and services

Cookies can tell us which language you prefer and what your communications preferences are. They also enable the video player on our website.

Performance, analytics and research

We use cookies to understand how you interact with our website Our partners may also use cookies to monitor your visits on our website and to provide us with insights about how you have used our website.


We use cookies to show you relevant advertising outside of our website. Similarly, our partners may use a cookie to determine whether we’ve shown an ad and how it performed, or provide us with information about how you interact with ads.

Analytics tools to measure interaction with our website and promotional material

What you should know about analytics

Analytics tools can be described as the collection, analysis, measurement and reporting of data about Web traffic and user visits for purposes of understanding and optimizing Web usage. Analytics tools operate through the collection of information to record a visitor's online interactions with one or more Web pages. That information includes, as an example, the Internet Protocol address assigned by an Internet service provider to the visitor's computer.

What analytics tools are we using on the website

Google Analytics

We use Google Inc.’s Google Analytics services to collect information about how visitors use our website. We use the information to compile reports and to help us improve the website.

The information is collected in an anonymous form and includes:

  • the country and city from which you are accessing our website;
  • demographic information based on the information Google already has about you based on information they might have gathered about you from other websites,
  • the number of visitors to the website, and pages visited.

Additional information about the information available to us from Google Analytics is available by consulting this page.

When we are sending your IP address to Google for analytics purposes, we anonymize your IP address by truncating the last 3 digits of it. The applicable terms and conditions for Google Analytics prohibits us from sending any of your personal information to Google in connection with analytics purposes. The information about your interaction with the website will be transferred to and stored by Google.

In addition, we also use the following services offered by Google Analytics:

  • Google Analytics Demographics and Interest Reporting;
  • Google Display Network Impression Reporting and
  • Remarketing with Google Analytics.

For information on how Google treats any personal information it may have about you as a result of the analytics services it provides to us, please see Google’s privacy policy by clicking here.


We use Marketo, a marketing automation tool to create audiences, send electronic communications to these audiences and qualify leads based on digital interactions with our brand and digital promotional material.

When you submit a form from our website, a profile with your information will be stored in Marketo. Any further visits to our website will be recorded and we will keep track of pages visited, number of times you accessed our website, what campaign you came from, etc.

With your consent, we will associate the value of your Google Analytics ID cookie with your Marketo profile so that we can better understand how you use our website (e.g.: the number of time you visited our website, the pages you visited, the length of your browsing sessions, etc.).


HOTJAR is a technology service that helps us better understand our users experience (e.g. how much time they spend on which pages, which links they choose to click, what users do and don’t like, etc.) and this enables us to build and maintain our service with user feedback.

Hotjar uses cookies and other technologies to collect data on our users’ behavior and their devices (in particular device's IP address (captured and stored only in anonymized form), device screen size, device type (unique device identifiers), browser information, geographic location (country only), preferred language used to display our website). Hotjar stores this information in a pseudonymized user profile.

For further details, please see Hotjar’s privacy policy by clicking here.

How will we use the information we derived from analytics?

We rely on analytic tools obtain information about you for two main purposes:

  • to improve our website based on the interactions of our visitors;
  • to evaluate the effectiveness of our marketing campaigns;
  • to understand our visitor’s journey from campaign to website to customers;
  • to establish personas and qualify leads; and
  • to conduct remarketing on seach engines and social media.

What can you do to prevent websites from gathering analytic information?

There are several steps you can take to prevent a website from gathering analytics about your visits. You can control the cookies that are accepted by your browser (see section 1.2).

You can also opt-out of service specific tracking by installing browser add-ons:

  • You can opt-out of Google Analytics tracking by following the steps described on this page.
  • You can opt-out to the creation of a user profile, Hotjar’s storing of data about your usage of our site and Hotjar’s use of tracking cookies on other websites by following this link.

Modification to our Analytics Policy

We reserve the right to make modifications to our Analytics Policy from time to time in order to adapt it to any changes in applicable laws or our activities. The date of the latest version of our Analytics Policy is indicated at the top of this page. By continuing to use our website or maintaining your subscription to our promotional emails, you are consenting to any changes to this Policy.

How to contact us?

In case of any questions or comments regarding this Analytics Policy, please communicate with us using one of the following contact methods:


Mail: Element AI Inc.

    Attn : Legal Department

    6650 Rue Saint-Urbain

    Montréal, QC H2S 3G9.