Privacy policy
Last updated: June 12, 2026
This Privacy Policy describes how Carleton Equipment Co. ("CECO," "we," "us") collects, uses, and shares personal information when you visit carletonequipment.com (the "Site"), contact us, request a quote, or do business with us at any of our Michigan locations. By using the Site, you acknowledge the practices described in this Privacy Policy. This policy is incorporated into our Terms of Service.
Information We Collect
Information you give us
When you submit a quote request, contact form, rental request, parts or service inquiry, or newsletter signup, we collect the information you provide, which may include your name, email address, phone number, zip code, company name, location preference, and the contents of your message. If you make a purchase, we also collect billing, shipping, and payment information (payment card details are processed by our payment processors and are not stored by us).
Information collected automatically
When you visit the Site, we and our service providers automatically collect certain information about your device and your interaction with the Site, including your IP address, browser and device type, operating system, referring URLs, pages viewed, time spent on pages, and links clicked. We collect this using cookies, pixels, tags, web beacons, and similar technologies (described below).
Visitor identification
If you accept non-essential cookies, we use third-party services (currently Lead Forensics and FullThrottle.ai) that attempt to identify the business or household associated with a website visit based on IP address and similar device data, so that our sales team can follow up with businesses that have shown interest in our equipment. These services do not run unless you accept them via our cookie banner, and you can opt out at any time as described in "Your Choices & Opt-Outs" below.
How We Use Your Information
- To respond to your quote, rental, parts, and service inquiries and route them to the CECO location nearest you;
- To fulfill orders and provide equipment sales, rental, parts, and service;
- To communicate with you, including by phone, email, and (where you have provided a mobile number in connection with an inquiry) text message — you can opt out of texts at any time by replying STOP;
- To send marketing emails if you have signed up (you can unsubscribe at any time);
- To measure and improve the Site, our advertising, and our marketing campaigns;
- To screen for fraud, spam, and abuse; and
- To comply with legal obligations.
Cookies and Tracking Technologies
When you first visit the Site, a banner lets you accept or decline non-essential cookies and tracking. Advertising and visitor-identification technologies run only if you accept. You can change your choice at any time using the "Do Not Sell or Share My Personal Information" link in the Site footer. We use the following technologies on the Site:
| Provider | Purpose | More information |
|---|---|---|
| Shopify | Powers our online store; uses cookies necessary for the Site, cart, checkout, and customer login to function (such as cart, cart_sig, checkout_token, secure_customer_sig) plus storefront analytics cookies (such as _shopify_y, _shopify_s, _landing_page, _orig_referrer, _tracking_consent). | Shopify Privacy Policy |
| Google (Tag Manager, Analytics, Ads) | Site analytics, conversion measurement, and advertising. | Google Privacy Policy · GA Opt-out |
| Meta (Facebook) Pixel | Measures the effectiveness of our Facebook/Instagram advertising and supports interest-based ads. | Meta Privacy Policy |
| Klaviyo | Email marketing and on-site activity tracking for subscribers. | Klaviyo Privacy Notice |
| Lead Forensics | Business visitor identification based on IP address. Runs only if you accept non-essential cookies. | Lead Forensics Privacy Policy |
| FullThrottle.ai | Visitor identification and advertising attribution. Runs only if you accept non-essential cookies. | FullThrottle Privacy Policy |
| BrandCDN | Measures the effectiveness of our television and co-op advertising. Runs only if you accept non-essential cookies. | Ad attribution tag |
| Constellation Dealer | Powers the text-us widget so you can message our team; messages you send are processed by this provider on our behalf. | Dealer communications platform |
Form submissions are also backed up to a spreadsheet hosted on Google Workspace, which we use to route leads to the correct location.
How We Share Information
We share personal information with: (a) service providers who help us operate the Site and our business (hosting, payment processing, lead routing, communications); (b) advertising and analytics partners listed above, which may collect information directly from your browser via cookies and pixels; (c) equipment manufacturers (such as Bobcat or Develon) when needed to fulfill a quote, warranty, financing, or promotional request you make; and (d) authorities where required by law. We do not sell personal information for money. However, the use of advertising cookies and visitor-identification services described above may be considered a "sale" or "sharing" of personal information under California law — see "Your California Privacy Rights" below for how to opt out.
Your Choices & Opt-Outs
- Advertising cookies: opt out of interest-based advertising at aboutads.info and networkadvertising.org, or via Facebook ad settings and Google ad settings.
- Analytics: install the Google Analytics opt-out browser add-on.
- Visitor identification: email us (address below) and we will ask our visitor-identification providers to suppress your information; Lead Forensics also offers its own opt-out on its website.
- Email marketing: use the unsubscribe link in any marketing email.
- Text messages: reply STOP to any text from us.
- Cookies generally: most browsers let you block or delete cookies in settings; the Site will still work, though some features may be limited. Session cookies expire when you close your browser; persistent cookies expire between 30 minutes and two years after they are set.
Do Not Track and Global Privacy Control
The Site honors Global Privacy Control (GPC) signals: if your browser sends a GPC signal, we automatically treat it as a request to opt out of the sale or sharing of your personal information, and advertising and visitor-identification technologies will not run. Because there is no consistent industry standard for the older "Do Not Track" signal, the Site does not respond to it; GPC and our cookie banner are the supported opt-out mechanisms, and you can always contact us as described in "Your California Privacy Rights" below.
Your California Privacy Rights
If you are a California resident, the California Consumer Privacy Act (CCPA/CPRA) gives you the right to know, correct, and delete the personal information we hold about you, the right to opt out of the "sale" or "sharing" of personal information, and the right not to be discriminated against for exercising these rights.
In the preceding 12 months we have collected the following categories of personal information: identifiers (name, email, phone, IP address); customer records (billing and transaction information); commercial information (quotes, rentals, purchases, service history); internet activity (pages viewed, interactions with the Site and our ads); and approximate geolocation (zip code, IP-based location). We disclose identifiers and internet activity to the advertising, analytics, and visitor-identification partners listed above, which may constitute "sharing" for cross-context behavioral advertising under the CCPA. We do not knowingly collect or share personal information of consumers under 16.
To exercise any of these rights — including "Do Not Sell or Share My Personal Information" — email us at sales@carletonequipment.com with the subject line "Privacy Request," or call us at 1-888-380-6420. We will verify your request using the contact information you provide and respond within the time required by law. You may use an authorized agent to submit a request on your behalf.
Data Retention
We keep lead and inquiry information for as long as needed to respond to you and for up to 3 years afterward for follow-up and recordkeeping, unless you ask us to delete it sooner. We keep order, rental, and service records as required for warranty, tax, and legal purposes. Analytics and advertising data is retained according to each provider's settings (Google Analytics data is retained for the period configured in our account).
Children
The Site is intended for business and adult consumers. We do not knowingly collect personal information from children under 16.
Security
We use commercially reasonable safeguards to protect personal information, including access controls on the systems where lead information is stored. No method of transmission or storage is 100% secure.
Fraud Screening and Automated Decisions
We do not engage in fully automated decision-making that has a legal or similarly significant effect on you. Our processor Shopify uses limited automated fraud screening (for example, temporarily denylisting IP addresses or payment cards associated with repeated failed transactions) that does not have a legal or similarly significant effect on you.
Visitors From Outside the United States
The Site is operated from the United States and intended for U.S. customers. If you visit from the European Economic Area or the United Kingdom, note that your information will be transferred to and processed in the United States, and you may have additional rights (access, rectification, erasure, portability, objection) which you can exercise using the contact information below. If you are not satisfied with our response to a privacy complaint, you may also lodge a complaint with your local data protection authority.
Changes to This Policy
We may update this Privacy Policy from time to time. We will post the revised version here with an updated "Last updated" date.
Contact Us
Carleton Equipment Co.
4704 South 29th Street, Kalamazoo, MI 49048
Phone: 1-888-380-6420
Email: sales@carletonequipment.com