Cookie Policy
How Firmit collects, uses, and protects your personal information
Last updated: 24 July 2026
This policy explains how Firmit uses cookies and similar technologies on our website, what each type does, and how you can control them. It sits alongside our Privacy Policy, which explains how we handle personal data more broadly.
1. What cookies are
Cookies are small text files a website stores on your device. Similar technologies - pixels, tags, SDKs, local storage, and session-recording scripts - do comparable things. We use the word "cookies" in this policy to cover all of them.
Cookies can be:
• First-party (set by Firmit) or third-party (set by another provider, like Google or Meta);
• Session (deleted when you close your browser) or persistent (they stay for a set period).
2. Our approach - you're in control
We only use strictly necessary cookies automatically. Everything else - analytics and advertising - is set only after you agree through our cookie banner. Until you consent, those cookies don't run. You can change your mind at any time (see section 6).
When you first visit, our banner lets you Accept all, Reject all, or choose which categories to allow. Rejecting non-essential cookies is as easy as accepting them, and the site still works.
3. The categories of cookies we use
Category | What it's for | Consent needed? |
|---|---|---|
Strictly necessary | Signing you in, keeping your session secure, remembering your cookie choices, load balancing, fraud/security. The site can't work properly without these. | No - always on |
Analytics / performance | Understanding how people use the site so we can improve it - pages visited, features used, where people drop off, and (via session tools) how pages are interacted with. | Yes |
Advertising / targeting | Measuring and improving our marketing, showing you relevant Firmit ads on other platforms, and understanding which ads lead to sign-ups. These are set by advertising networks and may involve sharing data with them. | Yes |
(If we add a functional/preferences category - e.g. remembering settings or embedded media - we'll list it here.)
4. The specific tools we use
These run only with your consent in the relevant category. Each provider processes data under its own privacy terms, linked below.
Tool | Category | What it does |
|---|---|---|
Google Analytics (GA4) | Analytics | Measures site traffic and usage patterns |
Google Tag Manager | Container | Manages how the tags below load - it doesn't itself track you, but it deploys tools that do, so it fires under consent |
Google Ads (incl. remarketing / conversion tags) | Advertising | Measures ad performance and shows Firmit ads across Google's network |
Microsoft Clarity | Analytics | Heatmaps and session replay - records how pages are used (clicks, scrolls, movement) to help us improve them. Sensitive fields are masked. |
Meta (Facebook) Pixel | Advertising | Measures ad performance and lets us show Firmit ads on Facebook/Instagram; shares event data with Meta |
TikTok Pixel | Advertising | Measures ad performance and lets us show Firmit ads on TikTok; shares event data with TikTok |
Provider policies and controls:
• Google: policies.google.com/technologies/cookies · opt-out: tools.google.com/dlpage/gaoptout
• Microsoft Clarity: privacy.microsoft.com
• Meta: facebook.com/policies/cookies
5. International data transfers
Some of these providers (Google, Microsoft, Meta, TikTok) are based outside the UK and may process your data abroad, including in the US. Where that happens, appropriate safeguards apply, as described in our Privacy Policy. Some advertising providers act as their own controllers (or jointly with us) for the data their tags collect - their own policies govern that use.
6. How to manage or withdraw consent
You can:
• Change your choices whenever you like by opening , or use the Manage option in our cookie banner;
• Control cookies in your browser - most browsers let you block or delete cookies (see aboutcookies.org or your browser's help);
• Use each provider's opt-out listed in section 4.
Withdrawing consent won't affect anything collected while consent was active, and won't stop strictly necessary cookies.
7. Changes to this policy
We may update this policy as our site and tools change. We'll update the "last updated" date, and material changes to how we use non-essential cookies will be reflected in the banner. Please check back for the latest version.
8. Contact us
Questions about cookies or your data: admin@firmit.app, Firmit Technologies Ltd, 71-75 Shelton Street, Covent Garden, London, WC2H 9JQ. You can also complain to the Information Commissioner's Office (ICO) - ico.org.uk.