- Who we are
- The short version
- Whose information this covers
- What we collect
- How we use it
- What we never do
- Connected platforms, and who owns what
- Text messages
- Cookies, pixels and ad measurement
- Who else touches the data
- How long we keep it
- Your choices and rights
- Children
- Security
- Changes to this policy
- Contact us
1. Who we are
Rooftop Auto is a product of Litespeed Marketing LLC, a Washington limited liability company based in Vancouver, Washington. "Rooftop Auto", "Rooftop", "we", "us" and "our" all mean Litespeed Marketing LLC.
This policy covers rooftopauto.com, the Rooftop Auto application at
app.rooftopauto.com, the dealer storefront websites we host on our customers' behalf,
and the related services we provide to vehicle dealers.
Questions about anything here go to david@litespeedmarketing.com.
2. The short version
Dealers own their data. Your inventory, your photos, your leads and your customer records belong to you. You can export them at any time, and you can take them with you if you leave.
We do not sell or broker leads. A shopper who submits an enquiry to a dealer using Rooftop reaches that dealer. We do not sell that person's information, share it with other dealerships, or pass it to lead aggregators. Not as a paid upgrade, not ever.
Your advertising accounts stay in your name. When we connect your Facebook, Instagram or Google advertising, the catalog, pixel, ad account and audiences are created inside your business — not ours. We hold access to operate them for you. You can revoke that access yourself at any time, and everything remains yours.
3. Whose information this covers
Two very different groups of people show up in our systems, and it matters which one you are.
Dealers and their staff — our customers
If you run or work at a dealership that subscribes to Rooftop, we hold information about you because you have an account with us. We are the business responsible for that information.
Vehicle shoppers — our customers' customers
If you visited a dealership's website and it happens to run on Rooftop, or you submitted an enquiry about a vehicle, we are holding your information on that dealership's behalf. They decide how it is used and how long it is kept. If you want your information corrected or removed, the dealership is the right first stop — but you can also contact us and we will help you reach them, or act on their instructions.
4. What we collect
From dealers
- Account details — name, work email address, phone number, job role, and the password you set (stored only as a cryptographic hash; we never see it).
- Business details — dealership name, addresses, phone numbers, licence information where you provide it, and your billing contact.
- Payment details — handled by our payment processor. We do not store full card numbers on our own systems.
- Inventory and operating data — vehicles, VINs, photos, pricing, cost, reconditioning, sales records, staff notes and the activity log the product is built around.
- Usage data — which screens you use and when, so we can tell what is working.
From vehicle shoppers on dealer storefronts
- Enquiry details — the name, email address, phone number and message you submit on a vehicle page, plus which vehicle you were looking at.
- Browsing activity on that storefront — pages and vehicles viewed, searches run, and approximate location derived from your IP address.
- Advertising identifiers — if you arrived from an ad, the click identifier that platform attached to the link (see section 9).
- Phone number, if you give one and agree to be texted (see section 8).
From connected platforms
When a dealer connects an advertising account, we receive the access credentials that let us operate it, plus the account, Page, catalog and campaign information needed to run and report on advertising. See section 7.
What we do not want. Please do not send us credit applications, Social Security numbers, driver's licence images, bank details or other sensitive financial information through Rooftop's enquiry forms, messaging or email. Those channels are not built for it. If a dealer needs that information, they will collect it through an appropriate secure process.
5. How we use it
- To run the product — display inventory, publish storefronts, syndicate listings to advertising and listing channels, deliver leads to the dealer, and produce reporting.
- To run advertising for dealers who ask us to — build and maintain vehicle catalogs, create and manage campaigns, and measure results.
- To measure what advertising actually produced — connecting an ad click to an enquiry, and an enquiry to a sale, so a dealer can see real cost per lead and cost per sale.
- To communicate — service notices, billing, support, and product updates.
- To bill and to keep records we are required to keep.
- To keep the service secure — abuse prevention, fraud detection, debugging.
- To improve the product, using aggregated and de-identified information.
6. What we never do
- We do not sell personal information, and we do not share it for cross-context behavioural advertising of our own.
- We do not sell, resell or broker leads. A shopper's enquiry goes to the dealership they contacted. It is not distributed to competing dealers, and it is not sold to lead aggregators.
- We do not use one dealer's data to benefit another. Aggregated benchmarks, if we ever publish them, will not identify any dealership.
- We do not share phone numbers or SMS opt-in information with third parties or affiliates for their own marketing. See section 8.
7. Connected platforms, and who owns what
Rooftop connects to advertising and listing platforms on a dealer's behalf — currently Meta (Facebook and Instagram) and Google, with others as we add them.
The assets are created in the dealer's own business account, not ours. When we set up a vehicle catalog, it is created inside the dealer's Meta business portfolio. The same is true of ad accounts, pixels and advertising audiences. We hold delegated access so we can operate them; we do not hold ownership.
Practically, that means three things:
- You can see everything we do, in your own platform account, at any time.
- You can revoke our access yourself without asking us — in Meta, under Business settings → Connected apps. We would rather you told us first so nothing breaks mid-campaign, but you do not need our permission.
- If you leave Rooftop, the catalog, the pixel history and the audiences stay with you.
Access credentials for connected platforms are encrypted before they are stored.
What those platforms then do with data is governed by their own policies: Meta and Google.
8. Text messages
Rooftop can send text messages on a dealership's behalf — replying to an enquiry, confirming an appointment, following up on a vehicle.
- We text you only if you agreed to it. Consent is collected at the point you give your number — on a vehicle enquiry form, an appointment request, or directly with the dealership — and we keep a record of when, where and what you agreed to.
- Consent to receive texts is never a condition of purchase or of any other service.
- Message frequency varies depending on your conversation with the dealership.
- Message and data rates may apply.
- Reply STOP to opt out at any time. Reply HELP for help, or contact the dealership directly.
- Mobile opt-in information and consent records are not shared with any third party for marketing purposes. They are used only to deliver the messages you agreed to receive, and shared only with the messaging carriers and providers needed to send them.
- Carriers are not liable for delayed or undelivered messages.
Opting out of texts does not opt you out of email or phone contact from the dealership; tell them directly if you would like that to stop too.
9. Cookies, pixels and ad measurement
On dealer storefronts we use a small number of first-party cookies to keep the site working, to remember your session, and to record how you arrived so the dealer can tell which advertising is producing enquiries.
Advertising click identifiers. When you click an ad, the platform appends an
identifier to the link — Google uses gclid, Meta uses fbclid, and there
are others. We store these in a first-party cookie set by our own server, for up to 90 days, and
attach them to any enquiry you submit. That is what lets a dealer see that a particular ad produced
a particular sale. It is not used to build a profile of you across other websites.
Platform pixels. Dealer storefronts may carry a Meta pixel or Google tag belonging to that dealership. These report events such as viewing a vehicle or submitting an enquiry back to the platform, which uses them for the dealer's advertising measurement and audiences under its own privacy policy.
You can clear or block cookies in your browser. Blocking them will not stop you browsing inventory, but parts of the site may not work as intended.
10. Who else touches the data
We use a small set of service providers to operate Rooftop. They may process information only to provide their service to us, under contract.
| Provider | What they do |
|---|---|
| Vercel | Application hosting and domain registration |
| Neon | Database hosting (United States) |
| Cloudflare | Image and file storage, content delivery |
| Bluehost | Marketing website hosting |
| Twilio | Text messaging and voice |
| Meta, Google | Advertising, catalogs and measurement, at the dealer's direction |
| Authorize.net | Subscription billing and card processing |
We may also disclose information if we are legally required to, to protect our rights or someone's safety, or in connection with a merger or sale of the business — in which case this policy travels with the data.
Information is stored and processed in the United States.
11. How long we keep it
- Dealer account and business records — for as long as the account is active, then up to 90 days after cancellation, after which they are deleted or de-identified. Billing and tax records are kept as long as the law requires.
- Inventory, leads and customer records — for as long as the dealership's account is active. A dealer can delete individual records at any time.
- Consent records for text messaging — kept for as long as the law requires us to be able to prove consent, and typically longer than the underlying contact record.
- Storefront analytics and click identifiers — up to 24 months.
12. Your choices and rights
Depending on where you live, you may have the right to know what we hold about you, to get a copy, to correct it, to delete it, and not to be discriminated against for asking. Washington residents, California residents and residents of several other states have specific statutory rights of this kind.
Dealers: you can export your data from within Rooftop at any time, or ask us and we will produce it. See Data deletion for how to have it removed.
Shoppers: the dealership you contacted controls your information. Contact them first. If you cannot reach them, or you would rather deal with us, write to david@litespeedmarketing.com and we will help.
We will verify your identity before acting on a request, and we will respond within the time the applicable law allows — generally 45 days.
We do not sell personal information, so there is no "Do Not Sell My Personal Information" process to run. If that ever changes, this policy changes first.
13. Children
Rooftop is a business product and its storefronts are aimed at adults shopping for vehicles. We do not knowingly collect personal information from anyone under 16. If you believe a child has given us information, contact us and we will delete it.
14. Security
Access to dealer data is scoped to the dealership it belongs to and enforced in the database, not merely in the application. Connected-platform credentials are encrypted at rest. Traffic is served over HTTPS. Passwords are stored only as hashes.
No system is perfectly secure, and we will not claim otherwise. If we become aware of a breach affecting your information, we will notify you and any regulator we are required to notify, without undue delay.
15. Changes to this policy
We will update this page when what we do changes. The date at the top always reflects the current version. If a change materially affects how we handle your information, we will tell dealers directly rather than relying on you noticing.
16. Contact us
Litespeed Marketing LLC
Vancouver, Washington, United States
david@litespeedmarketing.com
Rooftop Auto is a DBA of Litespeed Marketing LLC.