Cookie Policy
Last updated: April 2026
This Cookie Policy explains how Zero Variant Ltd ("we", "us", or "our") uses cookies and similar technologies on https://zerovariant.co.uk (the "Website").
This Cookie Policy should be read together with our Privacy Policy.
1. What Are Cookies?
Cookies are small text files that are placed on your device when you visit a website. Cookies are widely used to make websites work efficiently, improve user experience, and provide information to website owners.
Cookies can be:
- Session cookies – deleted when you close your browser
- Persistent cookies – remain on your device until they expire or are deleted
2. How We Use Cookies
We use cookies for the following purposes:
- To ensure the Website functions correctly
- To maintain security and prevent abuse
- To understand how visitors use our Website so we can improve it
We use cookies for site analytics and advertising measurement if you consent. We do not use them for personalised advertising on our website.
3. Types of Cookies We Use
3.1 Strictly Necessary Cookies
These cookies are essential for the Website to function properly. They enable core functionality such as security, session management, and accessibility.
These cookies:
- Do not require user consent
- Cannot be disabled through our systems
3.2 Analytics and Advertising Measurement
We use analytics cookies and advertising measurement technologies to understand how visitors interact with our Website and to measure the performance of our Google and Meta advertising. These technologies are only activated after you have given your consent via our cookie consent banner.
We use the following services:
- Google Analytics 4 – helps us understand site usage, popular pages, and how users navigate our site so we can improve your experience
- Google Ads – uses cookies to measure the performance of our advertising and attribute conversions after you visit our Website
- Microsoft Clarity – provides heatmaps and session recordings to help us understand how visitors interact with our Website so we can improve usability
- Meta Pixel – uses cookies to help attribute conversions from Facebook and Instagram advertising
- Meta Conversions API – sends server-side conversion events to help us measure the performance of our advertising campaigns
You can change your cookie preferences at any time by clicking "Manage Cookies" in the footer of our Website.
4. Cookies We Use
Below is a list of cookies used on this Website. This list may change as we update or improve our services.
| Cookie Name | Purpose | Duration |
|---|---|---|
| _session_id (or similar) | Essential website/session functionality | Session |
| cc_cookie | Stores your cookie consent preferences | 6 months |
| _ga, _ga_* | Google Analytics – distinguishes users and tracks site usage (analytics) | 2 years |
| _gid | Google Analytics – distinguishes users (analytics) | 24 hours |
| _gcl_aw | Google Ads – used for advertising measurement and conversion attribution | 90 days |
| _gcl_au | Google Ads – used for advertising measurement and conversion attribution | 90 days |
| _fbp | Meta Pixel – used for advertising measurement and conversion attribution | 3 months |
| _fbc | Meta Pixel – used for advertising measurement and conversion attribution | 3 months |
| zv_anon_id | First-party anonymous identifier used by our analytics back-end to link repeat visits from the same device; the value is hashed before it leaves the browser | 13 months |
| zv_em | First-party encrypted record of an email address you have voluntarily provided (newsletter signup or checkout), used to improve advertising measurement quality. The cookie value is encrypted and not readable by third-party scripts; only a one-way SHA-256 hash of the email is ever sent to advertising partners | 90 days |
| _clck | Microsoft Clarity – persists a unique user ID for analytics | 1 year |
| _clsk | Microsoft Clarity – connects page views into a single session recording | 1 day |
Note: Cookie names and durations may vary depending on configuration and updates.
5. Cookie Consent
When you first visit our Website, you will see a cookie consent banner. You can choose to:
- Accept – enables analytics and advertising measurement cookies
- Reject all – only strictly necessary cookies will be used
You can change your preferences at any time by clicking "Manage Cookies" in the footer of our Website. If you reject analytics and advertising measurement cookies, any previously set non-essential cookies will be automatically deleted.
We store your consent choice, including a rejection, for six months. After that period we may ask again, or sooner if our use of cookies and similar technologies materially changes.
6. Managing Cookies
You can also control and manage cookies through your browser settings. Most browsers allow you to:
- View cookies stored on your device
- Delete cookies
- Block cookies entirely
- Set preferences for specific websites
Please note that disabling certain cookies may affect the functionality of the Website.
7. Third-Party Cookies
We use cookies from the following third-party services (only after you have given consent):
- Google Analytics – Google's Privacy Policy
- Google Ads – Google's Privacy Policy
- Microsoft Clarity – Microsoft's Privacy Statement
- Facebook (Meta) – Meta's Privacy Policy
We do not control third-party cookies directly. Please refer to the respective privacy policies for information on how these services use your data.
8. Changes to This Cookie Policy
We may update this Cookie Policy from time to time to reflect changes in our use of cookies or legal requirements. Any updates will be posted on this page with a revised "Last updated" date.
9. Contact Us
If you have any questions about our use of cookies, please contact us at:
- Contact us
- Website: https://zerovariant.co.uk