Deeper Layers · Functional Bodywork

Privacy Policy

Last updated: July 30, 2026

Who we are

Deeperlayers Massage Therapy (also shown on this site as Deeper Layers Massage) is a sole-practitioner neuromuscular massage practice owned and operated by George Rodafinos.

1601 N Gower St, Suite 105, Los Angeles, CA 90028
(213) 912-2020 · therapy@deeperlayers.com

This policy covers deeperlayers.com and our booking site, book.deeperlayers.com. "We" and "us" mean the practice; "you" means you, whether you are a client or just reading.

What we collect

Information you give us

• Contact details — your name, email address and phone number, plus the message you write, when you use the contact form on this site or email or text us.
• Appointment information — the service you book, the date and time, and anything you tell us when you book.
• Health and intake information — what you tell us about your pain, injuries, symptoms, medical history and treatment goals, on a booking form, an intake form, or in the treatment room. Under California law this is sensitive personal information, and we treat it that way.

Information collected automatically

• Standard web server logs — the pages requested, the date and time, your IP address, your browser's user-agent string, and the page that referred you. These are the ordinary records any web server keeps, we use them to keep the site running and to spot abuse, and we keep them only short-term.
• How you found us, and advertising measurement data — the advertising identifier or campaign tags in the link you clicked, the first page you landed on, and the page that referred you. This is separate from the server logs above: when you go on to book an appointment, it is also saved onto that appointment record and kept for much longer. This is the part most people actually want to know about, so we have written it out in full in the next section.

Advertising, cookies, and how you found us

Every page of this site loads the Google tag (gtag.js) for Google Ads. We run it for one reason: to find out whether the money we spend on advertising actually results in someone booking a session. Without it we are guessing.

Here is what that means in practice.

• Google sets first-party cookies in your browser. The important one records the identifier attached to an ad click (Google calls this a click identifier, or GCLID). It is set on the deeperlayers.com domain and lasts about 90 days, which matches Google's advertising attribution window. Google uses more than one form of this identifier depending on the device, app or platform the click came from, and we store whichever form arrives.
• We set a cookie of our own. This site and our booking site both write a first-party cookie named dl_attribution on the deeperlayers.com domain, and keep a matching copy in your browser's session storage under the same name. It holds only the "how you found us" information described in this section — the advertising identifier, the campaign tags, the first page you landed on and the page that referred you. It holds no name, email address, phone number or anything you have told us about your health. The cookie lasts 90 days; the session-storage copy is discarded when you close the tab. Its only job is to carry that information from the page you first arrived on through to the appointment you eventually book, which may be a different visit days later.
• Campaign tags in the link you clicked. Links in adverts, emails, social posts and printed codes often carry small labels — they have names like utm_source, utm_medium, utm_campaign and utm_term. They record which campaign or link brought you to the site. We read them and we store them. These are not a Google thing. They are a general web convention and can carry any channel — an email newsletter, a social post, an affiliate link, a QR code on a printed flyer — so we collect them whether or not Google is involved at all.
• The first page you landed on, and the page that referred you. These appear in our ordinary server logs, which are short-lived. But they are also saved onto your appointment record when you book, and there they are kept for as long as we keep the appointment record itself — which is far longer, because that record exists for your care and for our professional, insurance, tax and legal obligations. Same two pieces of information, two different purposes, two very different retention periods. We would rather spell that out than let the short one stand for both.
• Google receives information about your visit. That includes the ad click identifier, the address of the page you are on, the page that referred you, and the approximate location and device information Google derives from your request — roughly, the city and the kind of browser and device you are using.
• Our booking site carries the same tag. When an appointment is booked at book.deeperlayers.com, that site reports the completed booking to Google Ads as a conversion, and saves the "how you found us" information above onto the appointment record itself, so we can tell which campaigns genuinely help people find us. The conversion report sent to Google contains only a booking reference number, the value of the appointment, and the currency — the campaign tags, landing page and referrer stay with us.
• This is a disclosure to a third party. Google is not just a contractor processing data on our behalf here — it uses this information for its own advertising measurement. Under California law that counts as "sharing" for cross-context behavioural advertising, and you have the right to opt out. We say how below.

Health and treatment information

What you tell us about your body is used for one purpose: to treat you safely and well, and to keep the treatment records a therapist is expected to keep. It is never shared with Google or any other advertising partner, never used to target advertising, and never sold. It is not used for any purpose other than providing the care you asked for and meeting our professional and legal obligations.

Why we collect what we collect

• To answer your enquiry and get back to you.
• To schedule, confirm, reschedule and deliver your appointment.
• To provide safe, appropriate treatment and keep proper treatment records.
• To operate, secure and troubleshoot this website and the booking site.
• To measure whether our advertising works, and to understand which campaign or link brought you to us, as described above.
• To meet legal, tax and professional record-keeping obligations.

Who we share information with

In the past 12 months we have disclosed personal information to these categories of recipients:

• Google — internet and network activity, approximate location, and device and cookie identifiers, for advertising measurement. This is the "sharing" described above.
• Our service providers — the companies that host our website and booking system and deliver our email. They handle information only to run those services for us, under contract, and may not use it for their own purposes.
• Professional advisers and authorities — accountants, insurers or legal advisers where genuinely necessary, and anyone we are legally required to disclose to (for example, a valid subpoena).

The campaign tags, landing page and referrer described above are stored by us, not passed on. Apart from the Google Ads measurement set out above, we do not send them to the platform, newsletter or partner that sent you, or to anyone else.

We do not sell personal information for money, and we have no actual knowledge of selling or sharing the personal information of anyone under 16 years of age.

How long we keep it

• Contact form messages and enquiries — kept while the conversation is live and for a reasonable period afterwards, then deleted.
• Appointment and treatment records — kept for as long as we need them to care for you and to meet our professional, insurance, tax and legal obligations.
• Web server logs — kept short-term, for operations and security. The referring page appears here too, but only for that short period.
• Advertising cookies and browser storage — Google's cookie and our own dl_attribution cookie both last about 90 days, unless you clear them sooner. The session-storage copy goes as soon as you close the tab.
• The "how you found us" information saved onto an appointment — kept with that appointment record, for as long as we keep the record itself. This is the long one, and it is worth being clear about: clearing the cookie does not remove it. Once the campaign tags, landing page and referrer have been copied onto a booking, they live on that booking. Ask us to delete them and we will — see the right to delete below.

Your California privacy rights

If you are a California resident, the California Consumer Privacy Act, as amended by the California Privacy Rights Act (CCPA/CPRA), gives you the rights below. We honour these requests from California residents as a matter of practice, and we will not treat you differently for making one.

• The right to know and to access. You can ask us what categories of personal information we have collected about you, where it came from, why we collected it, who we disclosed it to, and for a copy of the specific pieces of information we hold.
• The right to delete. You can ask us to delete personal information we collected from you. Some things we must keep — treatment and financial records with legal retention periods are the usual exception — and we will tell you if that applies. This is also the route for the advertising and campaign information sitting on a booking you already made: clearing a cookie in your browser cannot reach it, but this right can.
• The right to correct. If something we hold about you is wrong, you can ask us to fix it.
• The right to opt out of sale or sharing. We do not sell your personal information. We do share it for cross-context behavioural advertising, as described above, and you can tell us to stop.
• The right to limit the use of sensitive personal information. You can ask us to limit our use of sensitive personal information. We already restrict health information to providing your care, which is a permitted purpose, and we do not use or disclose it for anything else.
• The right not to be discriminated against. Exercising any of these rights will never get you worse service, a higher price, or a refused appointment.

How to make a request

Use our contact page, email therapy@deeperlayers.com, or call (213) 912-2020. Tell us which right you want to exercise. There is no form to fill in and no account to create.

How we verify you. Because a wrong answer here would hand your information to someone else, we will ask you to confirm details we already hold — typically the email address or phone number on your appointment record — before we act on a request to know, delete or correct. For sensitive information we may ask for more. We will not use anything you give us for verification for any other purpose.

Authorised agents. Someone may make a request on your behalf. We will ask for written permission signed by you, and we may still ask you to confirm directly that you authorised it.

We aim to confirm receipt within 10 business days and to respond substantively within 45 days, extending once if we genuinely need longer, and we will tell you if we do.

Do Not Sell or Share My Personal Information

We do not sell your personal information. The only sharing we do is the Google Ads measurement described above. You can stop it in any of these ways:

• Ask us. Email therapy@deeperlayers.com with "opt out of sharing" and we will action it and confirm.
• Block or clear the cookies. Every major browser lets you block or delete cookies for a specific site. Blocking or clearing them for deeperlayers.com removes the identifiers held in your browser — Google's and our own dl_attribution cookie — so nothing further is picked up from that browser. Look for "Cookies and site data" in your browser's privacy settings.
• Know what clearing cookies does not do. It does not reach backwards. Once an identifier or campaign tag has been copied onto an appointment you already booked, it sits on that record, and deleting the cookie will not touch it. The only way to remove that copy is to ask us — that is the right to delete described above, and we will action it.
• Turn off ad personalisation with Google directly. Google's own controls are at myadcenter.google.com and adssettings.google.com. Google explains how it uses data from sites that use its services at policies.google.com/technologies/partner-sites.

About browser opt-out signals. Some browsers can send an automatic opt-out preference signal, such as Global Privacy Control. Our site does not detect that signal automatically today. We would rather tell you that than imply a protection you do not have — so please use one of the three routes above, all of which work now, and we will honour any opt-out you send us directly.

Security

The site and the booking system are served over encrypted connections, and access to client records is limited to the practitioner. No system is perfectly secure, but we do not collect more than we need, which is the most effective protection there is.

Children

This website is not directed at children, and we do not knowingly collect personal information from anyone under 16. Minors are treated only with a parent or guardian involved. If you believe a child has given us information, contact us and we will delete it.

Changes to this policy

If our practices change, we will update this page and change the "last updated" date at the top. Material changes will be described here rather than slipped in quietly.

Contact us

Questions about this policy, or about anything we hold on you:

Contact page · therapy@deeperlayers.com · (213) 912-2020
Deeperlayers Massage Therapy, 1601 N Gower St, Suite 105, Los Angeles, CA 90028