Privacy
What we collect, what we don't, and why
The short version
You can read almost everything here without an account, and we would rather you did than hand over details you do not need to. We do not sell your data, we do not share it with data brokers, and we do not run Google Analytics or any third-party tracking pixel. The one third party is Google's advertising system — described below.
What we do collect falls into three buckets: anonymous usage counts, the things you deliberately save, and the cookies Google's ad system sets. Each is described below.
Usage measurement
We count how the site is used so we know which guides are worth expanding. This runs on our own database rather than a third-party analytics service, and it records only these events:
- page views, and which page
- which tool was opened
- a guide being read
- a name being favourited
- a checklist being completed
- onboarding being completed
- a share button being clicked
- that a search happened
What that measurement contains
Each event carries a timestamp, the page it happened on, and a random session identifier held in your browser's sessionStorage that is discarded when you close the tab. If you are signed in, it also carries your account ID so the site can restore your own data across devices.
Events queue in your browser and sync roughly once a minute. We do not record what you type into search, and we do not record the content of anything you write in a tool.
If you create an account
An account exists so your own entries follow you between devices. It stores what you give it: your email, a display name, and optionally a city, your stage of the journey, a due date, and your baby's details.
The tools then store what you enter into them — kick counts, weights, feeds, sleep, growth measurements, appointments, contraction times, nappy logs, vaccinations you have ticked off, favourite names, and bookmarks. This is health information about you and your child, it belongs to you, and it is not used for advertising or shared with anyone.
Stored in your browser
Without an account, the site keeps a few things locally so it behaves sensibly: your country preference, your approximate location for a day (see above), notification preferences, any scheduled reminders, and the queue of usage events waiting to sync. Clearing your browser data removes all of it.
Your approximate location
To open the site on the right country's guidance, and pages like the hospital finder on your state and district, your browser asks our server once a day where it is roughly connecting from. Our hosting provider, Cloudflare, works that out from your IP address — usually to the country, state and nearest city, never your exact address. We do not store it on our servers or log it; your browser keeps the answer for a day so it does not have to ask again.
It only chooses what a page opens on. You can pick a different country on our sources page, or a different state or district on any page that has one, and your choice wins.
Advertising
This site is free, and it is funded by advertising. Ads are served by Google AdSense, and Google's AdSense script loads on our pages.
Third-party vendors, including Google, use cookies to serve ads based on your prior visits to this website or other websites. Google's use of advertising cookies enables it and its partners to serve ads to you based on your visits to this site and/or other sites on the internet. Google and its partners may also use similar technologies, such as web beacons, and your IP address, to serve and measure ads.
You can opt out of personalised advertising in Google's Ads Settings, and opt out of some third-party vendors' use of cookies for personalised advertising at aboutads.info. Readers in the EEA, UK and Switzerland, and in US states with similar laws, are asked for their choice first through Google's consent message.
We never pass your account details, your tool entries, or any health information to advertisers — advertisers see the page, not you. There are no ads on urgent help; the kick counter, contraction timer, symptom tracker, medicine tracker and mental-health check; account and sign-in pages; or our policy, sources and contact pages.
If you contact us
The contact form stores your name, email, the topic you chose, your message, and when you sent it. We use it only to read and reply — it is not added to any mailing list. Ask through the same form and we delete it.
Children
This site is written for adults who are pregnant or caring for a child. It is not directed at children and we do not knowingly collect information from anyone under 16. Information a parent records about their own baby is the parent's account data, and is treated as described above.
Your control
You can use the site without an account, delete your entries from within the tools, and ask us to delete your account and everything attached to it. Where the GDPR or similar law applies to you, that includes the right to access, correct, export, or erase your data, and to object to processing.
Requests go through the contact form at /contact, and we will action them rather than argue about them.
Changes
This policy was last checked against what the code actually does on 27 September 2026. If our data handling changes, this page changes in the same commit — it is not a document we write once and leave behind.
Last reviewed 27 September 2026.