Cookies and similar technologies.
This page explains exactly which cookies Compare The Firm sets, what each one does, and how to change your preferences. It is a companion to our privacy policy and you should read both.
1. What cookies are
Cookies are small text files placed on your device when you visit a website. They let the site remember what you have done, recognise you between visits, and gather analytics. Similar technologies include local storage, session storage, and pixel tags; we treat all of them the same way for the purposes of consent.
Under the Privacy and Electronic Communications Regulations (PECR), we may only set non-essential cookies on your device with your prior, informed consent. We obtain that consent through the cookie banner that appears when you first visit.
2. The categories we use
Strictly necessary (always on)
These cookies are required for the site to function. They do not track you across other sites and cannot be switched off.
| Cookie / key | Set by | Purpose | Expiry |
|---|---|---|---|
ctf:consent:v1 | Compare The Firm | Stores your cookie-banner choices so we do not ask again. | 12 months |
ctf:quiz:v1 | Compare The Firm | Saves your in-progress quiz answers so you can return without re-typing. | Until you complete or clear the quiz |
Analytics (off by default)
These cookies help us understand how the site is used in aggregate. They are only set after you opt in via the banner.
| Cookie | Set by | Purpose | Expiry |
|---|---|---|---|
_ga, _ga_* | Google Analytics 4 (Google LLC) | Distinguishes unique visitors and sessions for aggregate analytics. | 2 years |
_vercel_* (where set) | Vercel Inc. | Anonymous page-view counts via Vercel Analytics. | Session or up to 12 months |
Marketing (off by default)
These cookies measure how effective our marketing channels are and may be used to show relevant ads on other sites. They are only set after you opt in via the banner.
| Cookie / pixel | Set by | Purpose | Expiry |
|---|---|---|---|
| TODO when added: Google Ads conversion pixel | Google LLC | Records when a quiz completion follows a paid click. | Up to 90 days |
| TODO when added: Meta Pixel | Meta Platforms Ireland Ltd | Measures conversions from Facebook / Instagram referrals. | Up to 90 days |
| TODO when added: email-marketing pixel | Email service provider | Tracks whether you opened a marketing email. | Session |
3. Managing your preferences
You can change your cookie choices at any time:
- to re-open the banner and toggle categories.
- Use your browser's privacy controls to block or delete cookies. Help pages: Chrome, Firefox, Safari, Edge.
- For Google Analytics specifically, you can install the Google Analytics Opt-out Browser Add-on.
Withdrawing consent does not affect any processing that happened before you withdrew it. If you reject non-essential cookies, the site still works fully; we just see less detail about how it is being used.
4. Do Not Track
We currently do not respond to "Do Not Track" browser signals because there is no agreed industry standard. We rely on the cookie banner choice you make instead.
5. Changes to this policy
If we add or remove cookies, we update this table and (if the change is material) re-prompt for consent. The "last updated" date at the top of this page reflects the latest version.
6. Contact
Questions about cookies? Email Contact@comparethefirm.co.uk.