Cookie Policy · Midlands Ads
Cookies
1. What cookies are
Cookies are small text files a website saves in your browser. Similar technologies, such as browser storage and tracking pixels, work in much the same way, and this policy covers them too. Some keep a site working. Others help the site owner understand visits or measure advertising.
3. The cookies we use
Essential (always on)
| Name | Provider | Purpose | Kept for |
|---|---|---|---|
| ma_consent | Midlands Ads | Remembers your cookie choices | 6 months |
| oLoaderSeen | Midlands Ads (session storage) | Plays the intro animation only once per visit | Until you close the tab |
| Calendly cookies | Calendly | Set only when you open the booking window, so you can choose a time and book a call. See Calendly's cookie notice. | Set by Calendly |
Cookie-free measurement (always on)
We use Vercel Web Analytics and Vercel Speed Insights to count page views and check page speed. They don't use cookies or store anything on your device, and they don't identify you. Results are only shown to us as totals.
Analytics (only with your consent)
| Name | Provider | Purpose | Kept for |
|---|---|---|---|
| _ga, _ga_* | Google Analytics | Tells visits apart so we can see which pages are used and how people move through the site | 2 years |
| _clck, _clsk, CLID | Microsoft Clarity | Heatmaps and session replays showing how pages are used (form fields are masked) | Up to 1 year |
| ma_attr | Midlands Ads (local storage) | Remembers which website, search or ad brought you here, so an enquiry you send can record its source. Also set if you accept marketing cookies. | 90 days |
Marketing (only with your consent)
| Name | Provider | Purpose | Kept for |
|---|---|---|---|
| _gcl_au, _gcl_aw | Google Ads | Links a click on our Google ads to an enquiry or booking, so we know which ads work | 90 days |
| IDE, NID and similar | Google (on google.com / doubleclick.net) | Ad measurement and showing our ads to past visitors | Up to 13 months |
| _fbp, _fbc | Meta (Facebook / Instagram) | Links visits from our Meta ads to enquiries and lets us show ads to past visitors | 90 days |
| fr | Meta (on facebook.com) | Ad delivery and measurement | 90 days |
| li_fat_id, bcookie, lidc, UserMatchHistory | Measures LinkedIn ads and builds audiences of past visitors | 1 day to 1 year | |
| Apollo.io cookies | Apollo.io | Works out which companies visit our site, using your IP address and the pages viewed, so we can follow up with relevant businesses | Set by Apollo.io |
The exact cookie names can change when providers update their tools. Each provider's own policy has the full details: Google, Meta, Microsoft, LinkedIn and Apollo.io.
4. Conversion measurement from our server
If you've accepted marketing cookies and you then send us an enquiry, book a call or run our free website audit, our server also tells Meta that this happened. The message includes your email address and phone number in hashed form (scrambled so they can't be read), plus your IP address and browser type. Meta uses this only to match the action to an ad and to report results back to us. If you haven't accepted marketing cookies, nothing is sent.
5. Where your data goes
Google, Meta, Microsoft, LinkedIn, Apollo.io and Calendly may process data outside the UK, mainly in the United States. They rely on recognised safeguards such as the UK Extension to the EU-US Data Privacy Framework or the UK International Data Transfer Agreement. Our Privacy Policy explains how we handle personal data more generally.
6. Controlling cookies in your browser
You can also block or delete cookies in your browser settings. If you block essential cookies, we can't remember your choice, so the cookie banner will show on every visit. Withdrawing consent through Cookie settings stops these tools loading from then on and removes the cookies they set on our domain. Cookies held on a provider's own domain have to be cleared in your browser.
7. Contact us
Questions about cookies or tracking on this site? Get in touch:
Email: info@midlandsads.co.uk
Phone: +44 7359 900641