diff --git a/_includes/footer.html b/_includes/footer.html
index 63ce174..6311b22 100644
--- a/_includes/footer.html
+++ b/_includes/footer.html
@@ -11,6 +11,7 @@
         {% endif %}
       {% endfor %}
     {% endif %}
+    <li><a href="/privacy"><i class="{{ link.icon | default: 'fas fa-user-shield' }}" aria-hidden="true"></i> Privacy policy</a></li>
 
     <!-- removed feed -->
   </ul>
diff --git a/_pages/404.md b/_pages/404.md
index 4adbecc..5eb009e 100644
--- a/_pages/404.md
+++ b/_pages/404.md
@@ -1,6 +1,6 @@
 ---
 title: "Page Not Found"
-excerpt: "Page not found. Your pixels are in another canvas."
+layout: single
 sitemap: false
 permalink: /404.html
 ---
diff --git a/_pages/privacy.md b/_pages/privacy.md
new file mode 100644
index 0000000..6c8a0c6
--- /dev/null
+++ b/_pages/privacy.md
@@ -0,0 +1,26 @@
+---
+title: "Privacy Policy"
+layout: single
+sitemap: false
+permalink: /privacy
+---
+
+### Analytics
+
+This site uses Google Analytics, a web analytics service offered by Google that
+tracks and reports website traffic.
+
+This service is used to better understand the kind of people who visit this
+site and which content they use. This information is used to better write the
+documentation for yadm.
+
+For more information see [Google Analytics Terms of Service][ga-tos].
+
+### Opt Out
+
+Would you like to opt out of tracking? You can use a browser plugin to opt out
+of all Google Analytics tracking. For more information see [Google Analytics
+Opt-out Browser Add-on][plugin].
+
+[ga-tos]: https://www.google.com/analytics/terms/
+[plugin]: https://tools.google.com/dlpage/gaoptout/