What this site collects, why, and what you can do about it.
Two things. That's it.
First: your email address, if you choose to sign up for the newsletter. Second: anonymous analytics data through Google Analytics (GA4). This tells us things like how many people visited the site, which pages they looked at, and what kind of device they used. It does not tell us who you are. We can't see your name, your email, or anything that identifies you personally. It's aggregate data – we see numbers, not people.
The email address is for sending the newsletter – The Ride Report. Trail updates, new routes, and Toronto cycling events.
The analytics data helps us understand how the site is being used. Which trails are people reading about? Are the new pages getting found? Is the site working properly on mobile? This helps to shape the content better for our audience.
Email addresses are stored by Mailchimp, the service that handles the newsletter.
Analytics data is handled by Google Analytics. The data is anonymous and stored on Google's infrastructure.
Your email address stays in the newsletter list until you unsubscribe or ask us to remove it. Once removed, it's gone. Mailchimp may retain some records for their own compliance purposes – their policy covers the details.
Analytics data is retained according to Google's default settings. It's anonymous, so there's nothing to tie it back to you regardless of how long it exists.
You can unsubscribe from the newsletter at any time. Every email includes an unsubscribe link at the bottom. One click, done.
If you want your email address deleted entirely – not just unsubscribed but removed from Mailchimp's records – send a message through the contact page and we'll take care of it.
Toronto Biking operates out of Toronto, Canada, and complies with CASL – Canada's Anti-Spam Legislation. You will only receive emails from us if you've actively signed up for them.
Your data is not sold, shared, or transferred to anyone beyond the two services already mentioned: Mailchimp (for email delivery) and Google Analytics (for anonymous site analytics).
If you have questions about any of this – or if you want your data deleted – reach out through the contact page.
Last updated: March 2026