Effective date: 26 October 2026
Last updated: 26 October 2026
This policy explains how Analytic Health Ltd (“we”, “us”, “our”) collects and uses personal information when you visit [website URL] or contact us, which cookies we use, and the choices and rights you have. We are committed to handling your information in line with the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018 and the Privacy and Electronic Communications Regulations (PECR).
Who we are
Analytic Health Ltd is the controller of the personal information described in this policy. Analytic Health Ltd is registered in England and Wales 11515838, with its registered office at [address].
If you have any questions about this policy or how we use your information, email us at [email].
What information we collect
- Information you give us: your name, email address, phone number, company and any message you send when you fill in a form, book a call, request a demo or email us.
- Information collected automatically: details about your visit, such as pages viewed, time on site, device and browser type, approximate location and how you arrived at the site. We collect most of this through cookies, and only with your consent where the law requires it (see below).
How we use your information and our lawful basis
- To reply to your enquiry and provide our services – to take steps at your request before entering into a contract, or to perform a contract with you.
- To run, secure and improve our website – our legitimate interests in operating a safe, working website.
- To measure site performance and the effectiveness of our advertising – your consent, given through our cookie banner.
- To send marketing emails – your consent, or our legitimate interests where you are an existing customer. You can unsubscribe at any time using the link in any email.
- To meet legal and accounting obligations – legal obligation.
Who we share it with
We never sell your personal information. We share it only with trusted service providers who help us run our business and who act on our instructions, such as our website host, email and CRM providers, and analytics and advertising services (including Google). We may also share information where the law requires us to.
Some of these providers store data outside the UK. Where they do, we make sure appropriate safeguards are in place, such as UK adequacy regulations or the International Data Transfer Agreement.
How long we keep it
We keep enquiry information for up to [24 months] after our last contact with you, and client records for as long as we need them for legal and accounting purposes (normally six years). Cookie data is kept for the periods shown in the cookie tables below.
Cookies
What are cookies?
Cookies are small text files that a website stores on your device when you visit. They help the site work properly and securely, remember your preferences, and show us how the site is used so we can improve it. Similar technologies, such as pixels and local storage, work in the same way and are covered by this policy too.
How we use cookies
Necessary cookies are needed for the website to work, for example to keep it secure and remember your cookie choices. These are set automatically and can’t be switched off in our cookie banner.
All other cookies – such as analytics, functional and advertising cookies – are only set if you agree to them. Some are set by us (first-party cookies) and some by third parties such as Google (third-party cookies). We use them to understand how visitors use the site, measure whether our adverts work, and show you relevant adverts on other websites.
We use Google Consent Mode, so if you decline analytics or advertising cookies, Google’s tags will not store cookies on your device.
Cookies we use
The tables below list the cookies on this website, what they do and how long they last. They are updated automatically by a regular scan of the site.
Cookies
Unassigned
- instawp_skip_splash
- __utm.gif
Marketing
- TAID
- AID
- google_adsense_settings
to provide ad delivery or retargeting.
Analytics
- __gads
- __utmd
to store and track visitor journeys through the site and classifies them into groups.
- _gac_UA
- _utm
to store and track visits across websites.
- _dc_gtm_UA
to store number of service requests.
- UTMD_
to store and count pageviews.
- gtag_logged_in
- _gat_gtag_UA_
- utm_campaign
to Provide parameters to URLs to identify the campaigns that refer traffic.
- utm_source
to Provide parameters to URLs to identify the campaigns that refer traffic.
- _opt_expid
Thrown when a redirect experiment is running. Stores the experiment ID, variation ID, and referral source to the redirected page.
- _opt_utmc
Retains the last query parameter utm_campaign.
- _opt_awkid
Used for campaigns linked to Google Ads Criteria IDs.
- _opt_awgid
Used for campaigns associated with Google Ads ad group IDs.
- _opt_awmid
Used for campaigns linked to Google Ads Campaign IDs.
- _opt_awcid
Used for campaigns that are linked to Google Ads customer IDs.
- _gac_
- _gac_gb_
- _ga_
- _gaexp
- __utmxx
Determines when the experiment in which the user participated expires.
- __utmx
Determines if the user took part in the experiment.
- __utmv
Stores data about a visitor level custom variable. Thrown when a developer uses the _setCustomVar method with a visitor-level custom variable. Also used by the _setVar method, which is no longer supported. Updated every time data is sent to Google Analytics.
- __utmz
Stores information about the source of traffic or campaign, allowing you to understand where the user came to the site from. Generated when the library is run and updated every time data is submitted to Google Analytics.
- __utmc
Not used in ga.js. Installed for interoperability with urchin.js. Previously worked in conjunction with the __utmb cookie to determine whether a user should start a new session or visit.
- __utmb
Used to define new sessions / visits. Thrown when the JavaScript library is executed if there are no existing __utmb cookies. Updated every time data is sent to Google Analytics.
- __utmt
Limits the frequency of requests.
- __utma
Allows you to distinguish between users and sessions. Thrown when the JavaScript library is executed, if there are no existing __utma cookies. Updated every time data is sent to Google Analytics.
- AMP_TOKEN
Contains a token that can be used to get the Client-ID from the AMP service. Other possible values: disabling the function, active request, or an error in obtaining the Client-ID from the AMP service.
- _gat
- _gid
Allows you to differentiate between users.
- _ga
Managing your cookie preferences
You can change your mind or withdraw your consent at any time. Click the button below, or the cookie icon at the bottom right of any page, to reopen the cookie banner and update your choices.
You can also block or delete cookies in your browser settings. Blocking necessary cookies may stop parts of the website from working. Here’s how to do it in the main browsers:
To stop Google Analytics collecting data across all websites, you can install the Google Analytics opt-out browser add-on. To manage the adverts Google shows you, visit My Ad Center.
Your rights
Under UK data protection law you have the right to:
- ask for a copy of the personal information we hold about you
- ask us to correct information that is wrong or incomplete
- ask us to delete your information
- ask us to restrict how we use your information, or object to us using it
- ask us to transfer your information to another organisation
- withdraw your consent at any time, where we rely on it
To use any of these rights, email [email]. We will respond within one month and there is normally no charge.
If you’re unhappy with how we’ve handled your information, please contact us first so we can try to put it right. You also have the right to complain to the Information Commissioner’s Office (ICO) at ico.org.uk or on 0303 123 1113.
Changes to this policy
We may update this policy from time to time, for example when we add new tools to the website or the law changes. The latest version will always be on this page, with the date it was last updated at the top.