Legal
Cookie policy.
This policy explains the cookies and similar technologies we use on this website, why we use them, and how you can control them.
What cookies are
Cookies are small text files stored on your device when you visit a website. They let a site remember your actions and preferences (such as your cookie choice) and help it work and be measured. Similar technologies such as local storage are treated the same way.
The categories we use
Strictly-necessary cookies are required for the site and application to function — for example, keeping you signed in and remembering your cookie choice. These are always active and do not require consent.
Analytics cookies help us understand how the site is used so we can improve it. We use Microsoft Clarity for aggregate heatmaps and session insights, and Google Analytics for aggregate visit and traffic-source statistics. We set these only if you select “Accept all” in the cookie banner. Choosing “Essential only” leaves them off. Both run on the public website only — never inside the signed-in application.
Advertising cookies let us measure, in aggregate, when a demo request followed one of our Google Ads — so we can tell which ads are worth running. These are also set only if you select “Accept all”, run on the public website only, and build no advertising profile about you.
Functional cookies power optional features you choose to use. Our tawk.to live-chat widget sets cookies to run the chat and remember your conversation. Like analytics, it loads only if you select “Accept all” and runs on the public website only — choosing “Essential only” means the chat bubble simply doesn't appear. The chat, and the analytics and advertising tags above, also keep a few items in your browser's storage, and these are removed when you withdraw your consent.
Our booking calendar on the book-a-call page is provided by Calendly, which sets its own cookies when it loads. It loads only if you select “Accept all”, or if you press “Load the calendar” on that page, which loads it for that visit only and turns nothing else on. Until then the page shows a link that opens the same calendar on Calendly's own site instead.
Cookies we may set
| Cookie | Purpose | Category | Retention |
|---|---|---|---|
| alethia_cookie_consent | Remembers your cookie choice so we do not ask again. | Strictly necessary | 6 months |
| Firebase authentication / session | Keeps you signed in to the application and secures your session. | Strictly necessary | Session / up to 2 weeks |
| Microsoft Clarity — _clck, _clsk (set only if you choose “Accept all”) | Microsoft Clarity gives us aggregate heatmaps and session insights so we can see how the site is used and improve it. | Analytics | Up to 12 months |
| Google Analytics — _ga, _ga_BXQ5XB6TK4 (set only if you choose “Accept all”) | Google Analytics gives us aggregate visit and traffic-source statistics so we can see which pages are useful and improve them. | Analytics | Up to 24 months |
| Google Ads conversion linker — _gcl_au (set only if you choose “Accept all”) | Lets us measure, in aggregate, when a demo request followed one of our Google ads, so we can tell which ads are worth running. No advertising profile is built about you here. | Advertising | Up to 3 months |
| Microsoft, on clarity.ms and bing.com: MUID, MR, SM, ANONCHK, SRM_B (set only if you choose “Accept all”) | Set by Microsoft on its own domains when Microsoft Clarity loads. MUID identifies a browser across Microsoft sites, which Microsoft uses for advertising, site analytics and other operational purposes; MR and SM keep that identifier refreshed and in step across Microsoft domains; ANONCHK records that it is not passed on to Microsoft's advertising identifier; SRM_B is a further Microsoft identifier set on bing.com beside MUID. | Analytics (third party: Microsoft) | MUID and SRM_B 390 days; MR 7 days; SM session; ANONCHK 10 minutes |
| Google, on doubleclick.net: test_cookie (set only if you choose “Accept all”) | Set by Google on its own domain when the Google Ads tag loads, to check that your browser accepts cookies. | Advertising (third party: Google) | 15 minutes |
| tawk.to live chat — twk_uuid_*, twk_idm_key, TawkConnectionTime (set only if you choose “Accept all”) | Powers the live-chat widget so you can message us from the site, and remembers your conversation between pages and visits. | Functional (live chat) | Session / up to 6 months |
| Calendly booking calendar (set only if you choose “Accept all”, or press “Load the calendar” on the booking page) | Runs the booking calendar on the book-a-call page so you can pick a time. Calendly sets and controls these cookies; the calendar is not requested from Calendly until you allow it. | Functional (booking calendar) | Set by Calendly; see Calendly's cookie notice |
The Microsoft and Google cookies above are set on the provider's own domain, so choosing “Essential only” stops new ones being set, but ones already set can only be removed in your browser settings. See Microsoft's privacy statement and Google's privacy policy.
Managing your choice
When you first visit, the cookie banner lets you choose “Accept all” or “Essential only”. You can change your mind at any time: the “Cookie settings” link at the foot of every page reopens the banner and shows your current choice. Choosing “Essential only” turns analytics off from then on. Most browsers also let you block or delete cookies through their settings, though blocking strictly-necessary cookies may stop parts of the service working.
Changes & contact
We may update this policy as our use of cookies changes; when we make a material change we will ask for your consent again. If you have any questions about this policy, contact your Alethia account manager or our support team.