1 · What are cookies?
Cookies are small text files stored on your device when you visit a website. They allow the site to recognise your browser between page loads and across visits, which is essential for things like remembering preferences and measuring how the site is used. Similar technologies, local storage, pixels and tags, work in comparable ways and are covered by this policy.
2 · How we use cookies
We use cookies to run zmartly.co.uk, to measure how it is used, and to support our own advertising. Analytics and advertising cookies are set only after you accept them in the cookie banner, until then, only strictly-necessary cookies are used. We do not sell the information collected via cookies.
3 · Cookie categories
Our cookie banner groups cookies into three categories. The exact cookies in each are listed in the next section.
Strictly necessary
Required for the site to work and to remember your cookie choice. These are set without consent, as UK PECR permits, and cannot be switched off from the banner.
Analytics
Help us understand how visitors move through the site so we can improve content and page speed. Provided by Google Analytics 4 and Microsoft Clarity, and set only after you accept Analytics.
Advertising
Let us measure and improve our advertising on Google and Microsoft (Bing) and show relevant ads. Provided by Google Ads and Microsoft Advertising, and set only after you accept Advertising.
4 · Cookies we set
The tables below list the cookies set on zmartly.co.uk, grouped by category. Analytics and advertising cookies appear only once you have accepted the matching category, a visitor who makes no choice, or rejects, gets none of them. Durations are typical observed values; Google and Microsoft occasionally adjust them.
Strictly necessary
Set without consent — the site cannot work correctly, or remember your cookie choice, without these. UK PECR permits them without opt-in.
| Cookie | Provider | Purpose | Duration |
|---|---|---|---|
zmartly-consent | Zmartly (first-party) | Stores your cookie choice, plus its date and version, so the banner is not shown again. | 180 days |
Analytics
Set only after you accept Analytics. They help us understand how the site is used so we can improve it.
| Cookie | Provider | Purpose | Duration |
|---|---|---|---|
_ga | Google Analytics 4 | Distinguishes unique visitors. | 400 days |
_ga_XFG697CQB4 | Google Analytics 4 | Keeps GA4 session state (property-specific). | 400 days |
_clck | Microsoft Clarity | Persists a Clarity user ID and preferences. | 365 days |
_clsk | Microsoft Clarity | Links page views into a single Clarity session. | 1 day |
MUID | Microsoft Clarity (clarity.ms) | Identifies unique browsers. | 390 days |
ANONCHK, SM, MR | Microsoft Clarity (*.clarity.ms) | Clarity session housekeeping and measurement. | Session – 7 days |
Advertising
Set only after you accept Advertising. They let us measure and improve our advertising on Google and Microsoft (Bing).
| Cookie | Provider | Purpose | Duration |
|---|---|---|---|
_gcl_au | Google Ads | Attributes conversions from ad clicks. | 90 days |
test_cookie | Google (DoubleClick) | Checks whether your browser supports advertising cookies. | ~15 minutes |
_uetsid | Microsoft Advertising (UET) | Bing Ads conversion tracking — current session. | 1 day |
_uetvid | Microsoft Advertising (UET) | Bing Ads conversion tracking — unique visitor. | 390 days |
MUID | Microsoft Advertising (bing.com) | Identifies unique browsers for advertising. | 390 days |
MR, SRM_B | Microsoft Advertising (*.bing.com) | Ad measurement and session housekeeping. | 7 – 390 days |
5 · Third-party cookies
Most of the analytics and advertising cookies above are set by third parties, Google and Microsoft, on their own domains (for example clarity.ms and bing.com). Each is governed by that provider’s own cookie and privacy policy. Two other embeds may also set their own cookies:
- Cal.com, the booking modal used by the “Book your call” CTAs. Cal.com may set cookies on calendar.zmartly.co.uk to remember timezone and partial booking progress.
- Google Maps, embedded on the Contact page to show our London office location.
Each third party is responsible for its own cookie policy; links to their policies are available from the embedded widgets.
6 · Controlling cookies
You can accept or reject non-essential cookies from the banner shown on your first visit. Your choice is stored in your browser in a first-party zmartly-consent cookie for 180 days, together with the date and version of the choice, which serves as our record of your consent. No advertising or analytics cookies are set until you accept them, and none are set at all until you make a choice. You can change or withdraw your consent at any time using the Cookie settings link in the footer, which reopens the banner.
Every major browser also lets you block or delete cookies at the browser level, see Chrome, Firefox, Safari, or Edge. Blocking strictly-necessary cookies may break parts of the site.
7 · Changes to this policy
We may update this Cookie Policy as our use of cookies changes. The latest version is always published at zmartly.co.uk/cookie-policy.
8 · Contact us
Questions about cookies or this policy? Email [email protected].