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Showing content from https://support.mozilla.org/en-US/kb/desktop-attribution-privacy below:

Manage marketing data settings in Firefox for Desktop

Firefox handles data with transparency—learn more about what that means for you. Read the Firefox Privacy Notice.

If you arrive on the Firefox download page after clicking an ad on another website, you’ll have the option to share how you discovered Firefox with Mozilla’s marketing measurement partners. This helps us improve marketing efforts and reach more people, using Google Analytics as part of the process.

Firefox does not share information like your browsing history, search queries or saved passwords, with marketing partners. Mozilla only collects the data necessary to measure and improve our marketing campaigns.

This article explains what data is collected, how it’s used, and how you can opt out.

What data is collected?

If you choose to share your data, Firefox collects and shares the following:

Attribution data: When you download Firefox through one of our marketing campaigns, we collect information to determine which campaign or advertisement referred you to Firefox’s download page. This may include:
- Campaign ID, ad group ID and advertising source
- Country, timestamp and device metadata
Interaction data: Firefox measures the success of our marketing campaigns by analyzing meaningful usage patterns rather than simply tracking downloads. These conversion events (such as whether a user opens Firefox multiple times during their first week after installing it) help us determine which campaigns are successful.

For a technical overview of the data collected in the daily usage ping, see the definitions in the Glean Dictionary for Desktop.

How does Mozilla use this data?

Mozilla uses marketing data to:

Measure campaign performance: Understand which advertisements or marketing campaigns are most effective in encouraging Firefox downloads.
Improve marketing efforts: Refine how we promote Firefox to reach more people.

Mozilla’s approach to data collection is guided by the Mozilla Manifesto. For more details, see the Firefox Privacy Notice.

How to opt out of marketing data collection On the Firefox download page

If you’re downloading Firefox from a marketing campaign, you’ll see an opt-out option on the download page. Simply uncheck the box that allows Mozilla to collect marketing data before proceeding with your download.

In Firefox settings

You can also manage your preferences in Firefox settings:

In the Menu bar at the top of the screen, click and then select or , depending on your macOS version.Click the menu button and select .
Go to the panel.
Scroll down to Firefox Data Collection and Use.
Uncheck the box next to Allow Firefox to send technical and interaction data to MozillaSend technical and interaction data to Mozilla to stop sharing marketing data.

To learn more, see Manage technical and interaction data collection settings in Firefox.

How to avoid Google Analytics data collection

To prevent Google Analytics from collecting any data on Mozilla’s websites, you can block cookies. In Firefox, you can adjust your browser settings to block or limit cookies, including those used by Google Analytics. Note that this may also affect other site functionality. For detailed instructions, see Block websites from storing cookies and site data in Firefox.

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