The short version. Mama Novum has no account and no server of its own. What you record about your baby — sleep, feeds, diapers, growth, health notes, photos, your own check-ins — is stored on your iPhone and in your own iCloud. We cannot see it. What the App does send out is a limited set of technical and usage events (which screens of the setup you passed, whether you opened the subscription screen, that a record of a certain kind was saved, crash reports) to the analytics and crash-reporting services listed below, which use random IDs only — never your advertising identifier. The advertising SDK of Meta is started only if you allow tracking in Apple's App Tracking Transparency prompt. Those events never contain names, dates of birth, weights, durations, temperatures, medicines, notes or photos.
1. Who we are
This policy is issued by Mama Novum ("we", "us" or "our"), the developer of the Mama Novum app ("the App"). We are the controller for the limited data described in section 3. Contact: [email protected].
2. Data that stays with you
2.1 What you enter
Everything you create in the App is stored in a database on your device (inside the App's own container, shared only with the App's widgets and Apple Watch app):
- profiles of you and your children (names, dates of birth or due date, sex, photos, the baby's look);
- sleep, breastfeeding, bottles, diapers, pumping and the milk stash, solids and allergens;
- growth (weight, length, head circumference), temperature, medicines, symptoms and illnesses, vaccinations, teeth, baths;
- milestones, monthly photos, awards, the first-year diary;
- "For me": mood and energy check-ins, breathing sessions, EPDS questionnaire answers;
- settings and reminders.
2.2 Your iCloud
If your iPhone is signed in to iCloud, the App syncs and backs up this data with Apple's CloudKit in the private database of your iCloud account. This lets you restore the data on a new phone and use it on your other devices. Notes, temperatures, medicines and symptoms are stored in CloudKit's encrypted fields (end-to-end encrypted by Apple). The data is held by Apple under the iCloud Terms and Apple Privacy Policy. We have no access to your iCloud data — CloudKit does not let developers read users' private databases.
2.3 Sharing with your family
With Premium you can invite a partner, nanny or grandparent through an iCloud share link. Invited people see and edit your family's records; the data stays in the iCloud of the person who created the family. You decide whom to invite and can stop sharing at any time. Your "For me" data is kept in a separate area that is never shared, not even with family members.
2.4 What you choose to share yourself
PDF reports, the first-year book, award cards and the JSON export are created on your device and leave it only when you share them (for example, to your pediatrician) using the iOS share sheet.
3. Data the App sends to us and our service providers
Product analytics (PostHog, Google Analytics for Firebase — sections 3.1 and 3.2) runs from the first launch and does not depend on the tracking permission: it uses random IDs only, never your advertising identifier (IDFA) or identifier for vendor (IDFV), and is not used to track you across other companies' apps or websites. Advertising measurement (Meta — section 3.4, and the advertising use of Google's data) happens only if you allow tracking in Apple's App Tracking Transparency prompt, shown once at first launch. You can change that choice at any time in iOS Settings (section 9).
3.1 Product analytics — PostHog
To understand how people use the App and where the setup or subscription screen loses them, the App sends usage events to PostHog (PostHog, Inc.), hosted in PostHog's EU Cloud (Frankfurt, Germany), acting as our processor. These events are sent whether or not you allow tracking; they use a random ID created on your device — PostHog never receives your advertising identifier (IDFA) or identifier for vendor (IDFV).
PostHog receives:
- a random installation ID created by the PostHog SDK (no name, e-mail or account);
- device model, iOS version, App version, language and region settings, and whether Premium is active;
- setup (onboarding) steps viewed and some answers in general form — for example which areas you want help with, the feeding mode (breast, bottle, mixed), whether you have twins, whether you entered a birth date or a due date, whether you added a photo; never the names or dates themselves, and never whether the baby was born early;
- subscription screen events — where it was opened from, the plan chosen, the start of a trial or a subscription with its product, price and currency;
- the kind of record saved and where it was made (for example "diaper, from a widget"; temperatures, medicines, symptoms and vaccinations are all reported only as "health record", never which one), timer started/stopped, children added or removed (as counts), widgets installed, iCloud status, that a diary entry was saved — never their content or values. Mood check-ins, breathing sessions and the EPDS questionnaire send no events at all.
Your IP address reaches PostHog as part of the network connection; our PostHog project is set to discard it and not to derive location from it.
3.2 App analytics and ad-conversion measurement — Google Analytics for Firebase
The App includes Google Analytics for Firebase (Google LLC / Google Ireland Limited) to count the same setup and subscription funnel and to measure our Google Ads campaigns. Its events are sent from the first launch, whether or not you allow tracking. The App is built without Firebase's advertising-ID support and with identifier-for-vendor (IDFV) collection switched off: Google never receives your IDFA or IDFV. It receives:
- a random app-instance ID created by the Firebase SDK;
- events Firebase records on its own: first open, session start, time in the App, App and iOS updates;
- setup steps (which step, counts, how long the setup took — not your answers: no focus areas, feeding mode, birth or due date choice, twins or photo), subscription-screen events, trial and purchase events with plan, price and currency, children added (count) and widgets installed;
- device model, iOS version, App version, language and region settings; Google uses your IP address to estimate your approximate location (country, region, city).
Firebase does not receive what you record (no sleep, feeding, health or "For me" events) and does not record screen names. The App passes your tracking choice to Google (Google Consent Mode): until you allow tracking — and if you decline — the ad signals (ad storage, ad user data, ad personalization) are denied, so Google may use the events for analytics only and not for advertising or remarketing. Only after you allow tracking may they be used to measure our Google Ads campaigns.
3.3 Crash reports — Firebase Crashlytics
When the App crashes, Firebase Crashlytics receives a crash report: the stack trace, device model, iOS and App version, memory and disk state and a random crash-installation ID. Crash reports contain no records, names or photos. We use them only to fix bugs. Crash reporting does not depend on the tracking choice; you can also stop iOS from sharing crash data with app developers in Settings → Privacy & Security → Analytics & Improvements.
3.4 Advertising measurement — Meta
We advertise Mama Novum on Facebook and Instagram. To learn which ads bring parents to the App, the App includes the Meta (Facebook) SDK. It is started only if you allow tracking in the App Tracking Transparency prompt; if you decline, or never answer, it is never started and receives nothing.
If you allow tracking, Meta receives:
- your advertising identifier (IDFA), which lets it link the App's events to the ads you saw;
- a random ID created by the SDK, your IP address, device model, iOS and App version, language and region;
- automatic events: App installed, App opened;
- setup milestones: setup started, plan viewed, Premium screen viewed, setup completed;
- subscription screen viewed (with only a general source, such as "onboarding" or "feature"); trial started or subscription purchased with plan, price and currency.
That is the complete list: no answers you gave in the setup, no records and no health data are ever sent to Meta. Meta acts as an independent controller of the data it receives.
3.5 Subscriptions — Apple and RevenueCat
Purchases are processed by Apple; we never see your payment details. We use RevenueCat (RevenueCat, Inc.) to check whether your subscription is active, on all your devices. RevenueCat receives a random app user ID, your App Store transactions (product, price, currency, dates, country of the store), device model, iOS and App version and your IP address.
If you have Premium as the family owner, the App writes the end date of your Premium into your family's shared iCloud data so that invited members get Premium too.
3.6 E-mails to us
"Suggest a feature" and "Report a problem" open your own Mail app. A problem report includes a short technical log you can see and edit before sending: App and iOS version, device model, language, whether Premium is active, iCloud status and last sync time, number of children. We use e-mails only to answer you.
3.7 What is never sent anywhere
Names, dates of birth and due dates, the baby's age, weight, length, sleep and feeding times and durations, temperatures, medicines, symptoms, diaper details, foods, notes, photos, diary entries, mood check-ins and EPDS answers or scores are never sent to us, to PostHog, Google, Meta, RevenueCat or anyone else. We do not sell personal data.
4. Why we process data and on what legal basis (EEA, UK, Switzerland)
- Providing the App and your subscription (local storage, iCloud sync, RevenueCat, Apple) — performance of our contract with you (Art. 6(1)(b) GDPR).
- Product analytics (PostHog), app analytics (Firebase) and crash reports (Crashlytics) — our legitimate interest in keeping the App stable and understanding how it is used, with no content data and random IDs only (Art. 6(1)(f)).
- Advertising measurement (Meta, and Google Ads use of Firebase data) — your consent through the App Tracking Transparency prompt (Art. 6(1)(a)). Without it Meta receives nothing and Google's ad signals stay denied. You can withdraw consent at any time (section 9).
- Answering your e-mails — legitimate interest / your request.
5. Children
Mama Novum is made for parents and caregivers, not for children, and is not directed to children. Information about a child is entered by a parent or caregiver, stays on their device and in their iCloud and is not collected by us. We do not knowingly collect personal information from children. If you believe a child has contacted us, write to [email protected] and we will delete that correspondence.
6. Permissions the App asks for
- Notifications — reminders you set (feeding, pumping, vaccines, monthly photos, sleep window, the end of a free trial). They are scheduled on your device.
- Photos and Camera — only when you add a photo of your baby. Photos are saved in the App and in your iCloud.
- App Tracking Transparency — see section 3. Declining changes nothing in the App; it means Meta receives nothing and Google may not use the App's events for advertising.
The App does not use your location, microphone, contacts or Apple Health.
7. Service providers and recipients
- Apple Inc. / Apple Distribution International — App Store payments, iCloud / CloudKit. Apple Privacy Policy
- PostHog, Inc., 2261 Market St., #4008, San Francisco, CA 94114, USA — product analytics, EU Cloud (Frankfurt); processor. PostHog Privacy
- Google LLC / Google Ireland Limited — Google Analytics for Firebase, Firebase Crashlytics, Google Ads conversion measurement. Google Privacy Policy · Firebase privacy
- Meta Platforms Ireland Limited, 4 Grand Canal Square, Grand Canal Harbour, Dublin 2, Ireland — advertising measurement; independent controller. Meta Privacy Policy
- RevenueCat, Inc. — subscription management; processor. RevenueCat Privacy
8. International transfers
PostHog stores events in the EU; PostHog, Google, Meta and RevenueCat may process data in the United States and other countries. Transfers rely on the EU–U.S. Data Privacy Framework where the recipient participates, on Standard Contractual Clauses, or on adequacy decisions, as described in each provider's terms. Your iCloud data is stored by Apple under Apple's terms.
9. Your choices and rights
- Tracking: Settings → Privacy & Security → Tracking → Mama Novum off. From the next launch of the App, Meta receives nothing and Google's ad signals are denied. (The App never shares your IDFA with anyone but Meta, and only with your permission.)
- Export: Profile → Export all data (JSON; a PDF report is part of Premium).
- Delete: Profile → Delete all data removes everything on this device, your family's data in your iCloud (for every member, with a warning) and your personal iCloud area, and resets the analytics ID. Deleting the App removes the local data; data in iCloud can also be managed in iOS Settings → [your name] → iCloud → Manage Storage.
- Your rights (GDPR, UK GDPR, CCPA and similar laws): access, rectification, erasure, restriction, portability, objection, and withdrawing consent at any time. Most of your data is under your own control in the App. For data held by PostHog, Firebase or RevenueCat, write to us; because these services know you only by random IDs, please tell us that ID if you can (we may otherwise be unable to find your events — Art. 11 GDPR). For Meta, use its own privacy tools as well.
- Complaints: you can complain to your local data-protection authority.
10. California: "Do Not Sell or Share My Personal Information"
We do not sell personal information. Sharing your advertising identifier and App events with Meta for ad measurement — which happens only if you allow tracking — may count as "sharing" for cross-context behavioral advertising under the CCPA/CPRA. Categories: identifiers (IDFA, SDK ID, IP address) and internet/app activity (install, App opens, setup milestones, subscription events with price and currency). To opt out, decline the tracking prompt or switch tracking off in iOS Settings, or e-mail [email protected] with the subject "Do Not Sell or Share". We never share or sell sensitive information such as health data, and opting out costs you nothing.
11. Retention
- Your records: on your device and in your iCloud until you delete them. A deleted child can be restored for 30 days (Profile → Recently deleted); deleted records are kept marked as deleted for up to 30 days so the deletion reaches all your devices, then removed.
- PostHog events: as long as needed to understand the funnel;
- Google Analytics: event-level data retention of 2 months; aggregated reports afterwards.
- Crash reports: under Crashlytics' retention (currently 90 days).
- RevenueCat: for as long as needed to provide the subscription and meet tax and accounting obligations.
- Meta: under its own policy.
12. Security
Data on your device is protected by iOS (your passcode and Face ID / Touch ID). iCloud data is encrypted by Apple; sensitive fields are end-to-end encrypted. All network connections use HTTPS. Keep your device locked and your Apple ID secure.
13. Changes
We may update this policy when the App or the law changes. We will change the date above and, for significant changes, tell you in the App.
14. Contact
E-mail: [email protected] — we answer privacy requests within 30 days.