Privacy & cookies

Last updated: 15 September 2026

Who we are

This website is run by Increment Loop, Gramsijeva 7/3, 11070 New Belgrade, Serbia. We are responsible for the personal data described on this page. For any privacy question or request, write to us through the contact form or by post at the address above.

When you contact us

The contact form sends us:

• your name, email address and message;
• optionally, how you found us;
• the page you sent the form from, and — for the current browser tab only — the page you first landed on, the site that referred you and any campaign tags in that link (for example utm_source). Where cookie consent is required, this is only kept in your browser after you accept cookies.

We use this only to reply and, if we work together, to run that relationship. Messages are delivered to our inbox by Web3Forms, and hCaptcha checks that the sender is not a bot, which involves processing technical data about your browser and device. The legal basis is taking steps at your request before a possible contract, and our legitimate interest in answering inquiries. We keep inquiries for as long as the conversation or resulting collaboration needs them.

Analytics and advertising

We use Google Analytics 4 to understand how visitors find and use the site, and may use Google Ads to measure advertising. Both are provided by Google Ireland Ltd and Google LLC, and data may be processed in the United States under the EU–US Data Privacy Framework and standard contractual clauses.

We use Google Consent Mode. For visitors in the European Economic Area, the United Kingdom, Switzerland and Serbia, analytics and advertising cookies are only set after you click Accept. If you decline, Google may still receive basic, cookieless signals (such as a page view without identifiers) that cannot be used to recognise you. Elsewhere, measurement is on by default and you can switch it off at any time.

Fonts and form services

To display the site's typefaces, your browser loads fonts from Fontshare (Indian Type Foundry) and Google Fonts, which receive your IP address as part of that request. Contact-form messages are delivered through Web3Forms and checked by hCaptcha, which may process data outside Serbia and the EU.

Cookies and local storage

• _ga, _ga_* — Google Analytics, distinguishes visits (up to 2 years), only with consent where required.
• _gcl_* — Google Ads conversion measurement (up to 90 days), only with consent where required.
• il_consent (local storage) — remembers your cookie choice so we don't ask again.
• il_attribution (session storage) — how this visit arrived, attached to a contact-form message you send; deleted when you close the tab; where consent is required, only stored after you accept.
• il_internal (local storage) — set only on our own team's browsers so their visits are excluded from analytics.

You can change your choice at any time via cookie settings, or by clearing this site's data in your browser.

Your rights

You can ask for access to, correction or deletion of your personal data, restrict or object to its processing, request a portable copy, and withdraw consent at any time without affecting earlier processing. You may also complain to a supervisory authority — in Serbia the Commissioner for Information of Public Importance and Personal Data Protection, or the data protection authority in your EU country.