Cookie Policy
Last Updated: 18 August 2026
1. What This Policy Covers
Apex Advantage Ltd uses cookies and similar technologies on this website. A cookie is a small file stored on your device. Similar technologies include pixels and browser storage, and this policy treats them the same way.
This policy is written to meet the Privacy and Electronic Communications Regulations (PECR) and the UK GDPR.
2. Nothing Optional Runs Until You Agree
When you first visit, you are asked to choose. Until you accept a category, the cookies in it are not set and the trackers behind it do not run. There are no pre ticked boxes, and rejecting is a single click, exactly like accepting.
The only thing stored before you choose is your choice itself. We keep a record of what you agreed to and when, in your browser, because the UK GDPR requires us to be able to demonstrate consent. That record is never sent to us or to anyone else.
3. Strictly Necessary
These are needed for the site to work at all: delivering pages, keeping the site secure, and letting you submit the free audit form. They are not used to track you and cannot be switched off. This site does not set an advertising or analytics cookie in this category.
4. Analytics
Off by default. If you accept, we use Google Analytics and Microsoft Clarity to see which pages are read and where visitors get stuck, so the site can be improved. Clarity also records anonymised replays of site usage, with text masked so the content of anything you type is not captured.
| Cookie | Set by | Expires | Purpose |
|---|---|---|---|
| _ga | Google Analytics | 2 years | Distinguishes one visitor from another so visits can be counted. |
| _ga_* | Google Analytics | 2 years | Keeps track of the current session so a visit is not counted twice. |
| _clck | Microsoft Clarity | 1 year | Keeps a Clarity identifier so repeat visits can be linked. |
| _clsk | Microsoft Clarity | 1 day | Joins the pages viewed in a single session into one recording. |
5. Advertising
Off by default. If you accept, these let us measure which adverts lead to enquiries and reach people who visited this site but did not get in touch. They are set by the Meta Pixel, which we use for our own Facebook and Instagram advertising, and by Microsoft Advertising through Clarity.
| Cookie | Set by | Expires | Purpose |
|---|---|---|---|
| _fbp | Meta | 90 days | Identifies a browser so Meta can measure which adverts led to an enquiry. |
| _fbc | Meta | 90 days | Records that you arrived from a Meta advert, so that advert can be credited. |
| _uetvid | Microsoft Advertising | 13 months | Identifies a visitor across sites for advertising measurement. |
| _uetmsclkid | Microsoft Advertising | 90 days | Links a visit back to an advert that was clicked. |
6. Changing or Withdrawing Your Choice
You can change your mind at any time using the Cookie Preferences link in the footer of every page. Withdrawing consent is as easy as giving it. When you withdraw, we stop the trackers and delete the cookies listed above from your device.
You can also block or delete cookies in your browser settings. Blocking strictly necessary cookies may stop parts of this site working.
7. Third Parties
Where you have accepted a category, data is processed by Google, Microsoft and Meta as described in their own notices. See the Google Privacy Policy, the Microsoft Privacy Statement and the Meta Privacy Policy. This may involve transfers outside the UK, made under the safeguards those providers operate.
For any questions about this policy, contact Joshua.crane@apexadvantage.co.uk.