Our approach
This site uses cookies and similar storage in your browser (local storage and session storage) in four groups. Strictly necessary storage makes the site, or something you asked for, work. Functional storage remembers something small you did on this visit; it holds no ID, is never sent to anyone and is deleted when you close the tab. These two groups are always on. Analytics and enquiry insights (Google Analytics, Microsoft Clarity and Salesforce website tracking) and Marketing (Google Ads, LinkedIn, Meta and Microsoft Advertising) are optional, and off until you switch them on.
The consent banner offers Accept all and Reject all with equal prominence, and Manage choices, which has a switch for each optional group. Nothing optional is set, and none of those companies' tags run, until you choose. If you reject, the site works identically. Analytics and enquiry insights shows us which pages help visitors and, with Clarity, how pages are used (clicks and scrolling, with what you type into forms hidden), and lets our team see which pages you looked at if you then get in touch. Marketing shows us which of our ads, on Google, LinkedIn, Facebook and Instagram, and Bing, bring visitors here, and lets us show our ads to people who have visited. The Google, LinkedIn, Meta and Microsoft Advertising tags are managed through Google Tag Manager, which loads only after you have made a choice, sets no cookies of its own, and runs only the tags you accepted.
Three services load only when you ask for them, or only on certain pages, so they are worth separating. The chat button in the corner of every page is ours until you press it. Pressing it loads Salesforce Enhanced Chat, and Google reCAPTCHA, which protects the chat from automated abuse. Neither is loaded, and neither stores anything, until you press the button; once you have, the chat loads straight away on the other pages you open in that tab, so that the conversation carries on. Their storage is listed under Strictly necessary, because it is needed for the chat you asked for. If you would rather not use the chat, use the contact form or email privacy@prime-assist.co.uk.
The form on our contact and demo pages is hosted by Salesforce, our customer relationship management system, and it does load with the page. Opening either page contacts Salesforce, which sets the two cookies listed under Strictly necessary; they record a cookie setting for the form itself and are used for nothing else. They are separate from Salesforce website tracking, which runs only if you accept Analytics and enquiry insights. If you would rather not load the form, email privacy@prime-assist.co.uk instead.
The booking calendar on the demo and consultation pages comes from Calendly. It is not loaded when the page opens: it loads when you press the button to show the calendar, or after you send the form on that page, and only then does Calendly contact your browser or store anything. If you would rather it were not loaded, email privacy@prime-assist.co.uk instead. How we use what these services collect is explained in our privacy policy.
The cookies and storage
These are the cookies and storage keys we observed on this site in October 2026, with who sets each one, where it is kept and how long it lasts. Those that other companies set on their own domains, such as linkedin.com or bing.com, are theirs, so their names and durations can change.
Strictly necessary
Name
Provider and purpose
Duration
pa-consent
Set by us in your browser's local storage when you make a choice in the cookie banner. Remembers whether you accepted Analytics and enquiry insights.
Until you change it. We ask again after 12 months, or after 6 if you said no to analytics
pa-consent-meta
Set by us in your browser's local storage with pa-consent. Remembers your Marketing choice, when you made your choices and which version of the banner you saw.
Until you change it. We ask again after 12 months, or after 6 if you said no to analytics
CookieConsentPolicy
Set by Salesforce on gatewayglobal.my.site.com when you open our contact or demo page, inside the form it hosts there. Records a cookie setting for the form itself and is used for nothing else.
1 year
LSKey-c$CookieConsentPolicy
Set by Salesforce on gatewayglobal.my.site.com with CookieConsentPolicy, for the same purpose.
1 year
00Dd3000009E7dx_WEB_STORAGE
Set by Salesforce Enhanced Chat in your browser's local storage on this site, only once you press the chat button. Keeps the chat working between pages, and counts the pages you view and when your visit began, which Salesforce can use to decide when to offer the chat.
Until you clear your browser storage
00Dd3000009E7dx_CWC_WEB_STORAGE
Set by Salesforce Enhanced Chat on gatewayglobal.my.site.com, in local and session storage, only once you press the chat button. Holds the state of the chat window.
The session copy until you close the tab, the local copy until you clear it
einstein-copilot-onboarding-view-last-shown
Set by Salesforce Enhanced Chat in local storage on gatewayglobal.my.site.com, only once you press the chat button. A time stamp used by the chat window.
Until you clear it
rc::a
Set by Google reCAPTCHA in local storage on google.com, only once you press the chat button. Helps tell people apart from automated programs, to protect the chat from abuse.
Until you clear it
rc::c
Set by Google reCAPTCHA in session storage on google.com, only once you press the chat button, for the same purpose.
Until you close the tab
__cf_bm (calendly.com)
Set by Cloudflare for Calendly on calendly.com, only once you open the booking calendar. Protects the calendar from automated traffic.
30 minutes
_cfuvid
Set by Cloudflare for Calendly on calendly.com, only once you open the booking calendar. Helps Cloudflare apply its traffic limits fairly to visitors who share an internet connection.
Until you close your browser
_cache
Set by Calendly in its own local storage, only once you open the booking calendar. Used by Calendly to run the calendar.
Until you clear it
Functional
Name
Provider and purpose
Duration
pa-chat-greeted
Set by us in your browser's session storage, whether or not you accept cookies. Notes that the chat greeting has already been shown, dismissed or the chat opened, so it is not shown to you again on this visit. Holds no ID.
Until you close the tab
pa-chat-loaded
Set by us in your browser's session storage when you press the chat button, so that the chat loads straight away on the next page you open and the conversation carries on. Holds no ID.
Until you close the tab
pa-car-paused
Set by us in your browser's session storage when you pause the moving logos, so they stay paused on this visit. Holds no ID.
Until you close the tab
Analytics and enquiry insights
Only if you switch this group on. Microsoft receives Microsoft Clarity data as a separate controller, not as our processor, and also uses it for its own purposes, including advertising; see the privacy policy.
Name
Provider and purpose
Duration
_ga
Set by Google Analytics on this site, only after acceptance. A random ID for your browser, so we can count visits and see which pages help.
Up to 2 years
_ga_3530H574KF
Set by Google Analytics on this site, only after acceptance. Keeps track of your current visit for our Google Analytics property.
Up to 2 years
_sfid_2599
Set by Salesforce on this site, only after acceptance. Gives your browser a random ID so we can see which of our pages were viewed and, if you send us an enquiry, link those visits to it. The number after _sfid_ can differ.
Up to 2 years
pa_attr
Set by us in your browser's session storage, only after acceptance. Remembers how you arrived on this visit (the campaign tags or ad click ID in the address you came in on, and the name of the site that sent you), so that if you send us an enquiry it records where it came from. Nothing you type is kept in it.
Until you close the tab, or reject in Cookie settings
pa_gclid
Set by us on the consultation page, only after acceptance and only when you arrive from a Google ad. Keeps the ad's click ID so that an enquiry you send from that page later records which ad brought you.
90 days, or until you choose Reject all in Cookie settings
pa_industry
Set by us in your browser's session storage, only after acceptance. Remembers the first industry page you looked at on this visit (for example, dental), so that Microsoft Clarity can label the recording of your visit with it.
Until you close the tab, or reject in Cookie settings
pa-chat-open
Set by us in your browser's session storage, only after acceptance. Notes that you left the chat window open, so that it reopening on the next page is not counted as a second time you opened it.
Until you close the tab or minimise the chat, or reject in Cookie settings
_clck
Set by Microsoft Clarity on this site, only after acceptance. Keeps the same random Clarity user ID across your visits.
1 year, or until you reject in Cookie settings
_clsk
Set by Microsoft Clarity on this site, only after acceptance. Joins the pages you view into one session recording.
1 day, or until you reject in Cookie settings
_cltk
Set by Microsoft Clarity in your browser's session storage, only after acceptance. Tells apart the tabs you have open, so each one's recording stays separate.
Until you close the tab, or reject in Cookie settings
CLID
Set by Microsoft on clarity.ms when Clarity runs here, which is only after acceptance. Identifies the first time Clarity saw this browser.
1 year
ANONCHK
Set by Microsoft on clarity.ms when Clarity runs here. Checks whether the MUID cookie may be passed to Microsoft Advertising.
About 10 minutes
SM
Set by Microsoft on clarity.ms when Clarity runs here. Used by Microsoft to keep its cookie IDs in step across its domains.
Until you close your browser
MUID (Clarity)
Set or read by Microsoft on clarity.ms and bing.com when Clarity runs here. Identifies your browser across Microsoft's services.
About 13 months
MR (Clarity)
Set by Microsoft on clarity.ms and bing.com when Clarity runs here. Tells Microsoft whether to refresh MUID.
7 days
Marketing
Only if you switch this group on. Google, LinkedIn, Meta and Microsoft receive this data as separate controllers and also use it for their own purposes, under their own privacy policies.
Name
Provider and purpose
Duration
_gcl_au
Set by Google Ads on this site, only after acceptance. Lets Google count which of our ads lead to a visit or a booked demo.
90 days
_gcl_aw
Set by Google Ads on this site, only after acceptance and only when you arrive from a Google ad. Records that click so Google can tell us what it led to.
90 days
_gcl_ls
Set by Google Ads in your browser's local storage on this site, only after acceptance. A copy of the ad click information in _gcl_au and _gcl_aw.
Until you clear it
IDE
Set by Google on doubleclick.net, only after acceptance. Lets Google measure our ads and show them to people who have visited this site.
About 13 months
test_cookie
Set by Google on doubleclick.net, only after acceptance. Checks whether your browser accepts cookies.
15 minutes
li_adsId
Set by LinkedIn's Insight Tag in your browser's local storage on this site, only after acceptance. A random identifier for your browser.
Until you clear it
li_fat_id
Set by LinkedIn's Insight Tag on this site, only after acceptance and only when you arrive from a LinkedIn ad. Records that click so LinkedIn can tell us what it led to.
30 days
li_giant
Set by LinkedIn's Insight Tag on this site, only after acceptance and only when you arrive from a LinkedIn ad, for the same purpose as li_fat_id.
7 days
bcookie
Set by LinkedIn on linkedin.com when its tag runs here, which is only after acceptance. Recognises your browser.
1 year
bscookie
Set by LinkedIn on www.linkedin.com when its tag runs here. A secure copy of bcookie.
1 year
lidc
Set by LinkedIn on linkedin.com when its tag runs here. Chooses which LinkedIn data centre handles the request.
1 day
li_sugr
Set by LinkedIn on linkedin.com when its tag runs here. Helps LinkedIn match the visit to a LinkedIn account if you have one.
90 days
UserMatchHistory
Set by LinkedIn on linkedin.com when its tag runs here. Keeps LinkedIn's ID in step with its advertising partners, to measure and target our ads.
30 days
AnalyticsSyncHistory
Set by LinkedIn on linkedin.com when its tag runs here. Records when UserMatchHistory was last brought up to date.
30 days
__cf_bm (linkedin.com)
Set by Cloudflare for LinkedIn on linkedin.com when its tag runs here. Tells people apart from automated traffic.
30 minutes
_fbp
Set by the Meta pixel on this site, only after acceptance. A random ID for your browser.
90 days
_fbc
Set by the Meta pixel on this site, only after acceptance and only when you arrive from a Facebook or Instagram ad. Records that click so Meta can tell us what it led to.
90 days
fr
Set by Meta on facebook.com when its pixel runs here, which is only after acceptance. Lets Meta measure our ads and show them to people who have visited this site.
90 days
lastExternalReferrer
Set by the Meta pixel in your browser's local storage on this site, only after acceptance. The last site that sent you here.
Until you clear it
lastExternalReferrerTime
Set by the Meta pixel in your browser's local storage on this site, only after acceptance. When that site sent you here.
Until you clear it
multiFbc
Set by the Meta pixel in your browser's local storage on this site, only after acceptance and only when you arrive from a Facebook or Instagram ad. Copies of that ad click.
Until you clear it
_uetsid
Set by Microsoft Advertising's UET tag on this site, only after acceptance, with a copy in local storage. A random ID for this visit, so Microsoft can tell us which of our Bing ads lead to an enquiry or a booking.
Cookie 1 day; local storage copy until you clear it
_uetsid_exp
Set by Microsoft Advertising's UET tag in your browser's local storage on this site, only after acceptance. When the _uetsid copy expires.
Until you clear it
_uetvid
Set by Microsoft Advertising's UET tag on this site, only after acceptance, with a copy in local storage. A random ID for your browser, for the same purpose.
Cookie about 13 months; local storage copy until you clear it
_uetvid_exp
Set by Microsoft Advertising's UET tag in your browser's local storage on this site, only after acceptance. When the _uetvid copy expires.
Until you clear it
_uetmsclkid
Set by Microsoft Advertising's UET tag on this site, only after acceptance and only when you arrive from a Bing ad, with a copy in local storage. Records that click so Microsoft can tell us what it led to.
Cookie 90 days; local storage copy until you clear it
_uetmsclkid_exp
Set by Microsoft Advertising's UET tag in your browser's local storage on this site, only after acceptance and only when you arrive from a Bing ad. When the _uetmsclkid copy expires.
Until you clear it
MUID (Microsoft Advertising)
Set or read by Microsoft on bing.com when its UET tag runs here, which is only after acceptance. The same cookie Clarity uses, listed above: identifies your browser across Microsoft's services.
About 13 months
MR (Microsoft Advertising)
Set by Microsoft on bing.com when its UET tag runs here. Tells Microsoft whether to refresh MUID.
7 days
SRM_B
Set by Microsoft on bing.com when its UET tag runs here. Helps Microsoft recognise your browser to measure our ads.
About 13 months
Changing your choice
You can change your mind at any time with Cookie settings, at the bottom of every page, which brings the banner back with a switch for each optional group, showing the choice you made. If you turn a group off, its tags stop: the page reloads so that none of them keeps running, and from then on they do not load. We also delete what that group's tags stored on this site that we can reach. Turning off Analytics and enquiry insights deletes the Salesforce, Clarity and Google Analytics cookies and the ad click ID we keep for the lead source. Turning off Marketing deletes the Google Ads, Meta, LinkedIn and Microsoft Advertising cookies and the copies their tags keep in your browser's local storage. A few items can remain until they expire or you clear them; with a group off, none of its tags runs to read them, and clearing this site's data in your browser removes them all. Cookies that Google, LinkedIn, Meta and Microsoft set on their own domains can only be removed by them or in your browser's settings.