--- title: "Cookie Policy | Ant Assist" description: "The cookies and tracking technologies used on ant-assist.com, what they do, and how to manage your preferences." url: "https://ant-assist.com/legal/cookie-policy/" --- Legal # Cookie Policy The cookies and tracking technologies used on ant-assist.com, what they do, and how to manage your preferences. Last updated: 28 October 2026 **Jump to section** Section 01 ## About This Policy This Cookie Policy explains how Ant Assist (trading as AAVA Group Ltd, Company No. 15325330, registered in England and Wales) uses cookies and similar tracking technologies on ant-assist.com. It should be read alongside our [Privacy Policy](https://ant-assist.com/legal/privacy-policy/), which explains how we handle personal data more broadly. Section 02 ## What Are Cookies? Cookies are small text files placed on your device (computer, phone, tablet) when you visit a website. They allow the website to remember your actions, preferences, and login state, and to collect information about how you use the site. In this Policy, "cookies" refers to traditional browser cookies and to similar technologies that perform comparable functions, including: - **Web beacons** : tiny invisible images used to track page views or email opens - **Pixels** : code snippets that report data back to a third party - **Local storage** and **session storage** : browser features that store data on your device for longer or shorter periods - **SDK identifiers** : used by mobile or app-embedded tracking For simplicity, we refer to all of these as "cookies" throughout this Policy. Section 03 ## The Categories of Cookies We Use ### 3.1 Strictly Necessary Cookies These cookies are essential for the website to function. They enable core features such as page navigation, security, and remembering your cookie preferences. The site will not work properly without them. Strictly necessary cookies do not require your consent under UK PECR, and you cannot opt out of them while using the site. ### 3.2 Preferences Cookies Preferences cookies remember choices you make to personalise your experience (for example, theme, language, or layout). We do **not** currently set any preferences cookies on ant-assist.com. If we add preference-based features in future, they would appear in our cookie banner and this Policy, and would require your consent. ### 3.3 Statistics (Analytics) Cookies Shown as **“Statistics”** in our cookie banner. We use these cookies to understand how visitors interact with our website: which pages they visit, how long they stay, what they click, and how they arrived. This data is used in aggregate to improve the site and the services we offer. We use Google Analytics 4 and Microsoft Clarity. Statistics cookies require your consent before they activate. You can withdraw consent at any time. Withdrawing consent stops new collection, and cookies already set on Microsoft domains (MUID, CLID, SM, ANONCHK, MR and SRM\_B) are cleared by your browser, not by this site. ### 3.4 Marketing Cookies We do **not** currently use marketing, advertising, or retargeting cookies on ant-assist.com. If this changes in future, this Policy will be updated and we will re-prompt for consent. ### 3.5 Embedded Content (Google Maps) Some pages include an embedded Google Map showing our Birmingham office. If you have accepted **Preferences** cookies, the interactive map loads automatically from Google Maps. If you have not, we show a static map image hosted on our own servers instead, and the interactive Google map loads only if you choose to open it. Whenever the Google map loads, Google LLC may set its own cookies and process your IP address under its own policies (see [policies.google.com/privacy](https://policies.google.com/privacy)). You can change your choice at any time via “Cookie Settings” in the footer. Section 04 ## Specific Cookies Used on ant-assist.com The table below lists the specific cookies and tracking technologies we use, organised by category. ### Strictly Necessary No consent required | Cookie / Technology | Provider | Purpose | Duration | |---|---|---|---| | `cc_cookie` | Ant Assist | Stores your cookie consent preferences across visits | 6 months | ### Analytics Consent required | Cookie / Technology | Provider | Purpose | Duration | |---|---|---|---| | `_ga` | Google Analytics (Google LLC) | Distinguishes unique users by assigning a randomly generated number | 400 days | | `_ga_5MP15N2C9D` | Google Analytics (Google LLC) | Persists session state for Google Analytics 4 | 400 days | | `aa_src` | Ant Assist | Remembers the first known source of your visit, such as a search engine or campaign link, to help us understand which channels bring enquiries. Set only when you accept Statistics cookies. | Stored for up to 90 days and removed if you withdraw that consent. | | `_clck` | Microsoft Clarity (Microsoft Corporation) | Persists user identifier for Clarity behaviour analytics | 1 year | | `_clsk` | Microsoft Clarity (Microsoft Corporation) | Connects multiple page views into a single Clarity session | 1 day | | `CLID` | Microsoft Clarity (Microsoft Corporation) | Identifies first-time vs returning users in Clarity | 1 year | | `MUID` | Microsoft Clarity (Microsoft Corporation) | Microsoft-wide user identifier used by Clarity | 13 months | | `ANONCHK` | Microsoft (Microsoft Corporation) | Validates anonymised Microsoft tracking | 10 minutes | | `SM` | Microsoft (Microsoft Corporation) | Microsoft session sync | Session | | `MR` | Microsoft (Microsoft Corporation) | Indicates whether to refresh the MUID identifier | 7 days | | `SRM_B` | Microsoft (Microsoft Corporation) | Microsoft cookie set on the c.bing.com domain when Clarity loads | 390 days | **Microsoft Clarity**: Clarity records anonymised session replays and heatmaps. Clarity does not capture text typed into fields by default. Microsoft acts as a Data Processor for this data and is bound by its terms with us. Full information: [clarity.microsoft.com/terms](https://clarity.microsoft.com/terms) **Google Analytics**: We use Google Analytics 4 with IP anonymisation enabled. Google acts as a Data Processor for this data. Data retention is configured to 14 months. Full information: [policies.google.com/privacy](https://policies.google.com/privacy) Section 05 ## Your Cookie Choices When you first visit ant-assist.com, you are presented with a cookie banner with three tabs: **Consent**, **Details**, and **About**, giving you the following options: - **Allow all** : accepts all cookie categories (Necessary, Preferences, Statistics, Marketing) - **Allow selection** : accepts only the categories you toggle on; the others do not activate - **Deny** : accepts only strictly necessary cookies; Statistics and all other non-essential cookies do not activate Your choice is remembered for 6 months via a `cc_cookie` cookie. After that period (or if you clear your browser's cookies), you will be re-prompted. You can change your cookie preferences at any time by clicking the **"Cookie Settings"** link in our website footer. Section 06 ## Managing Cookies in Your Browser In addition to the controls we provide on our site, you can manage cookies through your browser settings. Most browsers let you: - Block all cookies - Block third-party cookies only - Delete cookies when you close the browser - See and selectively delete individual cookies How to manage cookies in common browsers: - **Chrome** : [support.google.com/chrome/answer/95647](https://support.google.com/chrome/answer/95647) - **Safari (macOS)** : [support.apple.com/guide/safari/manage-cookies-sfri11471](https://support.apple.com/guide/safari/manage-cookies-sfri11471/mac) - **Safari (iOS)** : [support.apple.com/HT201265](https://support.apple.com/HT201265) - **Firefox** : [support.mozilla.org/kb/cookies-information-websites-store-on-your-computer](https://support.mozilla.org/kb/cookies-information-websites-store-on-your-computer) - **Edge** : [support.microsoft.com: Delete cookies in Microsoft Edge](https://support.microsoft.com/microsoft-edge/delete-cookies-in-microsoft-edge-63947406-40ac-c3b8-57b9-2a946a29ae09) Note: blocking all cookies, including strictly necessary cookies, will prevent parts of our website from functioning correctly. Section 07 ## Opting Out of Analytics Directly In addition to using our cookie banner, you can opt out of analytics tools at the source: - **Google Analytics opt-out:** install the Google Analytics Opt-out Browser Add-on at [tools.google.com/dlpage/gaoptout](https://tools.google.com/dlpage/gaoptout) - **Microsoft Clarity opt-out:**: Clarity does not currently offer a universal opt-out add-on. Use our cookie banner to reject analytics, or use your browser's "Do Not Track" setting (Clarity honours DNT in some configurations). Section 08 ## Third-Party Privacy Policies The third-party providers whose cookies appear on our site have their own privacy policies, which govern their processing of personal data: - Google Analytics: [policies.google.com/privacy](https://policies.google.com/privacy) - Microsoft Clarity: [privacy.microsoft.com/privacystatement](https://privacy.microsoft.com/privacystatement) Section 09 ## Changes to This Policy We may update this Cookie Policy from time to time to reflect changes in the cookies we use, the technologies we deploy, or applicable law. When we make material changes, we will update the "Last updated" date at the top and, where the change is significant (such as the introduction of marketing cookies), re-prompt you for consent. Section 10 ## Contact Us If you have questions about this Cookie Policy, contact us using the details below. Contact ## Questions about cookies? Get in touch and we'll be happy to help. **Email** · [info@ant-assist.com](mailto:info@ant-assist.com) **Post** · AAVA Group Ltd, trading as Ant Assist, 2a Tame Road, Aston, Birmingham B6 7HS **Company** · 15325330 (registered in England and Wales)