Last updated: 27 October 2026
This policy explains the cookies and similar technologies used on metricowl.co.uk, run by Metric Owl Ltd (“we”, “us”). How we handle personal data more generally is in the privacy policy.
What cookies are
Cookies are small text files a website stores in your browser. This site also uses your browser's session storage, which works the same way but is cleared when you close the tab. In this policy, “cookies” covers both.
Some are set by this site (first-party). Others are set by the services we use, such as Google Analytics (third-party).
Your choices
When you first visit, a banner asks about cookies. You can change your mind at any time using Cookie settings at the foot of every page. Your choice is kept for six months, and then you're asked again.
- Essential cookies are always on, because the site needs them.
- Performance and analytics cookies are off until you allow them, wherever you are.
- Functional cookies:
- In the UK, the law allows these without asking first, as long as you're told about them and can easily switch them off. They're on unless you object, which you can do in the banner or in Cookie settings.
- In the European Economic Area and Switzerland, they're off until you allow them.
- Advertising cookies are off until you allow them, wherever you are.
To know which applies, the site checks which country your IP address is in as each page is sent. The country isn't stored.
If you switch a category off, the site deletes the cookies it can for that category and reloads the page. Cookies that another company sets on its own domain can only be removed in your browser settings.
Essential
| Name | Set by | What it does | How long |
|---|---|---|---|
mo_consent | This site | Remembers your cookie choices. | 6 months |
mo_gtm_debug (session storage) | This site | Only when testing the site with Google's Tag Assistant. Keeps the testing mode on as you move between pages. | Until the tab is closed |
Performance and analytics
These show how the site is used, such as which pages are read, how far, where visits come from, whether people come back, and whether pages load quickly, so it can be improved.
The site uses Google Analytics 4. Its data is sent through a server run for Metric Owl at nest.metricowl.co.uk, hosted by Stape, before it reaches Google. That means we can control what's passed on.
| Name | Set by | What it does | How long |
|---|---|---|---|
_ga | Google Analytics | Tells one browser from another, so visits can be counted. | 2 years |
_ga_37E8MXP8GS | Google Analytics | Keeps track of the current visit. | 2 years |
metric_owl_session_info | This site | Records where the current visit came from (for example a search engine or a campaign link), so it's reported correctly on every page. | 30 minutes after your last page |
metric_owl_temp_cookie | This site | A short-lived copy of the one above, so a visit that pauses and resumes keeps its source. | 91 minutes |
gtm_lead_score | This site | Scores how much of the site you've looked at: pages viewed, time spent, and whether you opened the contact form. It holds no name or contact details. | 30 days |
metricowl_page_count (session storage) | This site | Counts pages viewed in this visit, to measure engagement. | Until the tab is closed |
The site also uses Microsoft Clarity, which records how pages are used (clicks, scrolling and mouse movement) to show where the site is hard to use. Text you type into forms is hidden.
| Name | Set by | What it does | How long |
|---|---|---|---|
_clck | Microsoft Clarity | Tells one browser from another, so visits can be linked. | 1 year |
_clsk | Microsoft Clarity | Links the pages of the current visit into one recording. | 1 day |
The site also measures page speed and how far pages are read. That uses no cookies.
Functional
The site doesn't use any functional cookies at the moment. If that changes, they'll be listed here.
Advertising
These measure whether advertising brings people to the site, and let us show adverts to people who've visited. They're only set if you allow advertising cookies.
| Name | Set by | What it does | How long |
|---|---|---|---|
_fbp, _fbc | Meta (Facebook) | Measures visits and enquiries from Facebook and Instagram adverts, and lets us advertise to past visitors. | 90 days |
li_fat_id and LinkedIn's own cookies | Measures visits and enquiries from LinkedIn adverts, and lets us advertise to past visitors. | Up to 1 year | |
_cid | This site | When you arrive from an advert, keeps the advert's click reference, so the visit is matched to the right campaign. | 30 minutes |
How these companies use the data is covered by their own policies: Meta, LinkedIn, Microsoft and Google.
Controlling cookies in your browser
You can also block or delete cookies in your browser settings. Blocking essential cookies means the site will ask about cookies on every page.
Changes to this policy
This policy is updated when the cookies on the site change. The date at the top shows when it was last changed.
Contact
Questions about cookies: [email protected].