Revising and tweaking the PRIVACY.md file for clarity, assuming a non-technical audience.

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 # Privacy 
-This is a plain English summary of all of the components within Piwik which may affect your privacy in some way. Please keep in mind that if you use third party Themes or Apps with Piwik, there may be additional things not listed here.
+This is a summary of all of the components within Piwik which may affect your privacy in some way. Please keep in mind
+third party Themes, Plugins or Apps may introduce privacy concerns not listed here.
 
 ## Privacy for users being tracked by Piwik
-In this section, we document how to protect the privacy of users who are tracked by your Piwik analytics service.
+In this section we document how to protect the privacy of visitors who are tracked by your Piwik analytics service.
 
 ### Anonymise visitor IP addresses
-By default, Piwik stores the visitor IP address (ipv4 or ipv6 format) in the database for each new visitor. 
-If a visitor has a static IP address this means her browsing history could be easily tracked across several days and even across websites tracked within the same Piwik server.
-[How to anonymise IP addresses.](http://piwik.org/docs/privacy/#step-1-automatically-anonymize-visitor-ips)
+By default, Piwik stores the visitor IP address (IPv4 or IPv6 format) in the database for each new visitor. 
+If a visitor has a static IP address this means her browsing history can be easily identified across several days and
+even across several websites tracked within the same Piwik server. You can anonymize IP addresses to ensure visitors cannot
+be tracked this way: [How to anonymise IP addresses.](http://piwik.org/docs/privacy/#step-1-automatically-anonymize-visitor-ips)
 
 ### Delete old visitors logs
-By default, Piwik keeps all the user data forever. To better respect the privacy of your users, it is recommended to purge old user tracking data. 
-Piwik can be configured to automatically delete log data older than a specified number of months. 
+By default, Piwik stores tracked data forever. To better respect the privacy of your users, it is recommended to regularly
+purge old data. You can configure Piwik to automatically delete log data older than a specified number of months: 
 [How to delete old visitors log data.](http://piwik.org/docs/privacy/#step-2-delete-old-visitors-logs)
 
 ### Include a tracking Opt-Out feature on your site
-In your website, it is recommended to provide your visitors an easy way to “opt-out” of being tracked by your Piwik analytics server. 
-By default all of your website visitors are tracked but if they click this opt-out link, a cookie `piwik_ignore` is set in their browser and future actions by this visitor will be ignored by Piwik. 
+In your website, we recommended providing an easy way for your visitors to “opt-out” of being tracked by Piwik. 
+You can use the Opt-Out feature to display a link your website that sets a special browser cookie (`piwik_ignore`) when
+clicked. Visitors that click that link will be ignored by Piwik in the future: 
 [How to include a tracking opt-out iframe.](http://piwik.org/docs/privacy/#step-3-include-a-web-analytics-opt-out-feature-on-your-site-using-an-iframe)
 
 ### Respect DoNotTrack preference
-Do Not Track is a technology and policy proposal that enables users to opt out of tracking by websites they do not visit, including analytics services, advertising networks, and social platforms. 
-By default, Piwik respects users preference and will not track visitors which have specified “I do not want to be tracked” in their web browsers. 
-[How to check your Piwik respects DoNotTrack.] (http://piwik.org/docs/privacy/#step-4-respect-donottrack-preference)
+Do Not Track is a browser-level technology and policy proposal that lets visitors opt out of tracking by websites they
+do not visit. Visitors can enable this preference in their browser, and then it's up to Piwik to respect it. By default,
+Piwik is configured to ignore visitors that have enabled it: 
+[How to check if your Piwik respects DoNotTrack.] (http://piwik.org/docs/privacy/#step-4-respect-donottrack-preference)
 
 ### Disable tracking cookies
-A cookie is a string of information that a website stores on a visitor’s computer, and that the visitor’s browser provides to the website each time the visitor returns.
-[How to disable tracking cookies.](http://piwik.org/faq/general/faq_157/)
+A cookie is a collection of information that a website stores on a visitor’s computer and accesses each time the visitor
+returns. By default, Piwik uses cookies to aid in tracking visitor behavior. If someone gains access to a visitor's
+computer, they could learn a few things about how the visitor visited your website. For many websites, this isn't a
+problem, but for others where a strong level of privacy is required (like online banking), disabling tracking cookies may
+be a good idea: [How to disable tracking cookies.](http://piwik.org/faq/general/faq_157/)
 
 ### Keep your visitors details private
-By default, any user who has at least `view` permission to Piwik can view detailed information for all users tracked in Piwik (such as IP address, visitor ID, other personally identifiable information, 
-details of all past visits and actions, etc.). As the Piwik administrator, you may decide that your users do not need access to these detailed features. 
-To disable the Visitor Log and Visitor Profile and Real time visitors feature, deactivate the `Live` plugin in Administration > Plugins.
+Any user that has at least `view` access (the default access level) to Piwik can view detailed information for all users
+tracked in Piwik (such as their IP addresses, visitor IDs, details of all past visits and actions, etc.) through features
+provided by the `Live` plugin (such as the Visitor Log and Visitor Profile). As the Piwik administrator, you may decide
+that not all of your users need access to this data. You can deactivate the `Live` plugin to prevent users from viewing
+visitor details in the Administration > Plugins page.
 
 ## Privacy for Piwik admins and website owners
-In this section we document how an administrator of a Piwik analytics service can better protect their privacy.
+In this section we document how a Piwik administrator can better protect their own privacy.
 
 ### Keep your Piwik server URL private
-By default, the Piwik Javascript code on all tracked websites contains the Piwik server URL. In some cases you might want to hide this Piwik URL completely while still tracking all websites in your Piwik instance. 
-To hide your Piwik server URL, you can modify the Javascript Tracking code and point it to a proxy piwik.php script instead of your Piwik server URL. 
-[How to keep Piwik server URL private.](http://piwik.org/faq/how-to/faq_132/)
+By default, the Piwik Javascript code on all tracked websites contains the Piwik server URL. In some cases you might
+want to hide this Piwik URL completely while still tracking all websites in your Piwik instance. To hide your Piwik
+server's URL, you can modify the Javascript Tracking code and point it to a proxy piwik.php script instead of your actual
+Piwik server: [How to keep Piwik server URL private.](http://piwik.org/faq/how-to/faq_132/)
 
 ### Automatic update check
-From time to time, Piwik calls `api.piwik.org` if the current version of Piwik is the latest version of Piwik. If an update is available, a notification is displayed and lets you upgrade Piwik.
-To disable the update check, deactivate the "Automatic update" feature by setting `enable_auto_update = 0` in your configuration file `config/config.ini.php`.
+From time to time, Piwik uses `api.piwik.org` to check if the current version of Piwik is the latest version of Piwik.
+If an update is available, a notification is displayed allowing you to upgrade Piwik. To disable the update check,
+and stop your instance from sending HTTP requests to `api.piwik.org`, deactivate the "Automatic update" feature by
+setting `enable_auto_update = 0` in your configuration file `config/config.ini.php`.
 
-https://github.com/piwik/piwik/pull/8283
+Learn more about [Privacy in Piwik](http://piwik.org/privacy/).