What cookies this website uses, why, and how to control them.
Last updated: 20 October 2026
Cookies are small text files placed on your device when you visit a website. They help the site function properly and, where you agree, help us understand how it's used.
When you first visit this site, you'll see a cookie banner where you can accept all cookies, reject non-essential ones, or choose exactly which categories to allow. You can change your choice at any time using the "Cookie Settings" link in the footer of every page.
You can also block or delete cookies through your browser settings, though doing so may affect how parts of the site work.
| Category | Purpose | Can be disabled? |
|---|---|---|
| Strictly Necessary | Required for the site to function correctly, for example remembering your cookie preferences. | No |
| Analytics | Helps us understand how visitors use the site (pages visited, time on site) so we can improve it. | Yes |
| Marketing | Used to measure the effectiveness of campaigns and, where used, to personalise ads. | Yes |
We use Google Analytics and Trace to understand how people find and use this site. It only runs if you accept analytics cookies, and we don't use it for advertising. We don't currently run any marketing or advertising cookies.
| Cookie name | Provider | Purpose | Expiry |
|---|---|---|---|
| arrel_cookie_consent | Arrel Marketing (first-party) | Remembers your cookie preferences | Persistent, until cleared |
| _ga | Google Analytics (Google) | Distinguishes visitors so we can count unique visits. Only set if you accept analytics cookies. | 2 years |
| _ga_MRBP3GWRLJ | Google Analytics (Google) | Keeps track of your visit (session). Only set if you accept analytics cookies. | 2 years |
| trace_id | Trace (stored in your browser for this site only) | A pseudonymous identifier used to measure which marketing brought you to the site. Only kept if you accept analytics cookies. | Up to 3 months |
Overview: We use a third-party service, Trace, to analyse how you interact with our website. This helps us measure the effectiveness of our marketing efforts and improve our services.
Data Collection: To facilitate this, Trace sets a first-party identifier in your browser and records interactions such as page views and form submissions. We also collect marketing parameters (such as referral sources). Where our website already sends purchases or leads to Google Analytics, Google Ads or Meta, Trace reads the event name, value, currency, order reference and product name from those events, and nothing else. We never identify, export or message individual visitors.
Marketing Profiling: We use automated logic to evaluate which marketing channels contribute most to website conversions. This involves profiling your behaviour to help us optimise our advertising spend. Our model considers several factors:
Historical Trends: How your path compares to general patterns of successful journeys. As more completed conversion journeys are observed for a site, Trace gives those patterns more weight when scoring touchpoints and when reporting how much of a journey it observed. This process is used solely for marketing analysis and does not produce legal or similarly significant effects on you.
Data Tiers & Commercial Use:
Followed journeys: If you accept tracking, we record your journey across visits to measure which marketing led to it. For each visit we follow we also record your approximate location (country, region and town or city, worked out from your IP address, which is not kept) and your type of device and operating system (worked out from your browser, whose details are not kept). Where we ask for your consent, this happens only if you accept. Nothing is recorded if you reject tracking or your browser sends Global Privacy Control or Do Not Track. We see these only as totals of at least five visitors.
Anonymous totals from many sites are used to show how a site compares with similar sites.
Anonymous statistics: Where we ask for your consent and you are in the UK, until you answer, your visit is only counted in anonymous statistics about how our website is used (which pages are visited and where visits come from, never which advertisement or campaign), so that we can improve it. Outside the UK it is not counted at all. To know whether you are in the UK, Trace looks up your connection's address in a country database on its own server and keeps only that yes or no, never the address or the country. No individual journey is stored, and the statistics cannot be used to identify you. Any figure built from fewer than five events is never shown.
Your choice: If you reject tracking, nothing more about your visit is sent and you are not counted at all. You can reject at any time, free of charge, in our cookie banner or its cookie settings. A Do Not Track signal from your browser has the same effect, and so does a Global Privacy Control signal unless you accept tracking.
Your Rights: You have the right to access or delete your attribution history. Because we use pseudonymised identifiers rather than names or emails, you must provide the unique trace_id found in your browser settings to exercise these rights.
Manage My Privacy: To view your history or request that your data be anonymised, please contact datarequest@usetrace.io.
We'll update this page whenever the cookies used on the site change. Please check back periodically.
Questions about our use of cookies? Email hello@arrelmarketing.com.
See also our Privacy Policy for how we handle personal data more broadly.