Cookie Policy
Last updated: 2026-09-25. Publisher: Brightscale Labs Limited.
1. What cookies and local storage are
Cookies are small text files placed on your device when you visit a website. Local storage is a similar mechanism: data your browser keeps on your device that persists between visits. Both are used to remember preferences, support security, measure how the site is used, and deliver advertising.
This page describes exactly what is set on fitmetriclab.com. Analytics (Microsoft Clarity) is set only after you consent through the InMobi Choice consent message. Advertising is served by Ezoic; in the UK, EEA and Switzerland its cookie-based and personalised advertising follows the same consent message.
2. Categories
- Strictly necessary: required to deliver the site (edge security, bot management, DDoS protection). Set by Cloudflare. Cannot be disabled.
- Functional: local-storage keys on your device only: your theme preference, the values you enter in Guided Mode, and the current session's list of calculations (erased when you close the tab). Never transmitted to our servers.
- Analytics: Google Analytics 4 (aggregated traffic and page use) and Microsoft Clarity (anonymous heatmaps and session replay). Clarity is not loaded at all until you consent; Google Analytics runs under Consent Mode v2, which means it sets no cookies and sends only anonymous, cookieless pings until you consent. If you decline or ignore the message, neither ever stores anything on your device.
- Advertising: set by Ezoic and its ad partners (which may include Google) to deliver and measure ads. Personalised ads only with your consent.
3. Full inventory
| Category | Cookie / key | Provider | Purpose | Duration | Status |
|---|---|---|---|---|---|
| Strictly necessary | __cf_bm | Cloudflare | Bot management, distinguishes humans from automated requests. | 30 minutes | Active |
| Strictly necessary | cf_clearance | Cloudflare | Records that the visitor passed a Cloudflare security challenge. | 30 days | Active |
| Strictly necessary | _cfuvid | Cloudflare | Rate-limiting and DDoS protection per visitor session. | Session | Active |
| Functional | fitmetriclab-theme (local storage) | FitMetricLab | Remembers your light/dark theme preference. Stored on your device only. | Persistent (until cleared) | Active |
| Functional | fitmetric-guided-transcript (session storage) | FitMetricLab | Keeps the list of calculations in your current Guided Mode session so refreshing the page does not lose them. Stored on your device only and erased automatically when you close the tab. | Until the tab is closed | Active |
| Functional | fitmetric-guided-session (local storage) | FitMetricLab | Remembers the values you enter in Guided Mode, which may include weight, height, age, sex and body-fat percentage, so each calculation does not ask for them again. Stored on your device only and never transmitted. | 30 days | Active |
| Strictly necessary | euconsent-v2, IABGPP_HDR_GppString, usprivacy | InMobi Choice | Records your advertising and analytics consent choices so you are not asked again on every visit. Set by our consent management platform (InMobi Choice). | 13 months | Active |
| Analytics | _ga, _ga_N88L2QPRBR | Google Analytics 4 | Aggregated traffic and page-use reporting so we know which calculators to improve. Under Google Consent Mode v2 no cookie is set until you consent to analytics; before that the tag sends anonymous, cookieless pings only. | 2 years | Set after consent |
| Analytics | _clck, _clsk | Microsoft Clarity | Anonymous usage analytics, aggregated heatmaps and session replay to improve the calculators. Set only after you consent to analytics. | 1 year / session | Set after consent |
| Advertising | ezoadgid_*, ezoref_*, ezoab_*, ezux_* and other ez* cookies | Ezoic | Ad delivery, placement testing, frequency capping and measurement. In the UK/EEA/CH, cookie-based and personalised advertising follows your consent. | Session – 1 year | Set after consent |
| Advertising | _gads, IDE, DSID, NID | Google (via Ezoic) | Ad delivery, frequency capping, and measurement when Google demand serves an ad through Ezoic. Personalisation only with your consent. | 14 days – 13 months | Set after consent |
Cloudflare (hosting)
The site is served via Cloudflare's edge network. Cloudflare sets the three cookies above for security and DDoS protection. They contain no personal information you have given us, and FitMetricLab never reads them. They are governed by Cloudflare's Privacy Policy.
FitMetricLab local storage
A single local-storage key, fitmetriclab-theme, records whether
you have selected light or dark mode. It stays on your device and is never
transmitted to us or to any third party. Clearing site data in your browser
removes it; the theme will then default to your system preference.
Google Analytics 4 (analytics, cookieless until consent)
We use Google Analytics 4
to see which pages and calculators are used, so we know what to build and fix.
The tag runs under Google Consent Mode v2: until you consent
through the InMobi Choice consent message it stores nothing on your device and
sends only anonymous, cookieless pings, with no _ga cookie and no
identifier tying visits together. Consenting turns on the _ga /
_ga_N88L2QPRBR cookies described above. We do not enable Google
Signals, so Analytics is not used for cross-device tracking or ads
personalisation, and we do not collect the values you type into calculators.
Data is processed by Google under its
Privacy Policy.
Microsoft Clarity (analytics, set only after consent)
We use Microsoft Clarity
to understand how the calculators are used through aggregated usage metrics,
heatmaps, and session replay. Clarity is consent-gated: its
script is only injected, and its _clck / _clsk
cookies are only set, after you consent through the InMobi
Choice consent message. If you decline non-essential cookies or dismiss the message without
consenting, Clarity never loads and no request is made to clarity.ms. Clarity
does not collect the values you type into calculators. Data is processed by
Microsoft under its
Privacy Statement.
Advertising (Ezoic)
Ads on FitMetricLab are served by Ezoic, which works with a range of ad partners, including Google. Ezoic reads the choices you make in the InMobi Choice consent message through the IAB TCF standard. Data is processed by Ezoic under its Privacy Policy.
When advertising consent is given, Google may use cookies and identifiers to deliver, measure, and (where allowed) personalise advertisements. You can manage personalised advertising preferences at Google Ads Settings or opt out via the Your Online Choices (EU) and NAI (US) opt-out tools.
4. Managing cookies and local storage
- Theme local storage: clear site data in your browser to remove the
fitmetriclab-themekey. - Browser controls: all modern browsers let you view, restrict, or delete cookies. Restricting strictly necessary Cloudflare cookies may prevent the site from loading correctly.
- Analytics consent: Microsoft Clarity loads only if you consent, and Google Analytics sets no cookies until you consent. To withdraw consent, use the Cookie preferences link in the footer, which reopens the consent message so you can change your choices; set analytics to off and Clarity stays off while Analytics returns to cookieless pings.
- Opt-out tools: use Google Ads Settings (linked above) at any time. Browser-level "Do Not Track" signals are respected where supported.
5. Legal basis and complaints
Strictly necessary Cloudflare cookies are processed under legitimate interests for security and service delivery. The functional local-storage keys sit on your device only. Google Analytics and Microsoft Clarity are processed on the basis of your consent under UK PECR, the EU ePrivacy Directive, and UK/EU GDPR, which is why Clarity loads only after you press Accept and Analytics stores nothing on your device until then. Cookie-based and personalised advertising relies on your consent in the same way.
If you have concerns about how we handle cookies, contact us at contact@brightscalelabs.com. You also have the right to lodge a complaint with the UK Information Commissioner's Office at ico.org.uk or your local EU supervisory authority.
Manage Preferences
Use the button below to clear locally saved data stored in your browser's Local Storage. This will remove saved preferences on this device only.