Cookie Policy
Last updated: 11 November 2026
This Cookie Policy explains how MAXWELLSTONE LTD uses cookies and similar technologies on https://consultmws.com (the "Website"). It should be read together with our Privacy Policy, available at https://consultmws.com/privacy-policy.
We use cookies in line with the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018, and the Privacy and Electronic Communications Regulations 2003 (PECR).
1. Who we are
This Website is operated by MAXWELLSTONE LTD, a company registered in England and Wales with company number 13563568. Our registered office is 30 Churchill Place, Canary Wharf, London, England, E14 5RE. We trade as mws+ and MaxWellStone Consulting.
MAXWELLSTONE LTD is the data controller for personal data collected through cookies and similar technologies on this Website.
MAXWELLSTONE LTD is registered with the Information Commissioner's Office (ICO) as a data controller.
2. What cookies are
A cookie is a small text file that a website places on your device when you visit. Cookies can be session cookies, which expire when you close your browser, or persistent cookies, which remain for a set period or until you delete them.
We also use similar technologies, such as pixels, tags and scripts, including through Google Tag Manager. In this policy, references to cookies include those similar technologies.
3. How we use cookies
We use cookies for two broad purposes.
Strictly necessary cookies
These cookies are needed to make the Website work. They can keep a page or form working, support security, or remember the cookie choices you have made. They may be set without consent, under PECR's exception for cookies that are strictly necessary.
Analytics and marketing cookies
These cookies help us understand how the Website is used, and they may be used to measure the performance of our marketing. They are optional. We set them only after you opt in through our cookie banner.
4. Your consent
When you first visit the Website, a cookie banner will ask you to choose which cookies to allow.
Strictly necessary cookies may be set so that the Website can function and so that we can store your choice.
Analytics and marketing cookies, including Google Analytics 4, Microsoft Clarity, the Meta Pixel, the LinkedIn Insight Tag and Apollo.io website tracking, are set only after you opt in. If you do not opt in, those cookies are not set.
You can withdraw or change your consent at any time through the cookie banner or the cookie settings link on the Website. Withdrawal does not affect the lawfulness of our use of cookies before you withdrew consent.
You can also delete cookies already stored on your device through your browser settings, as described in section 7.
5. Cookies we use
The table below lists the cookies we use on the Website.
| Name | Provider | Purpose | Type | Duration |
|---|---|---|---|---|
_ga |
Google Analytics 4, loaded through Google Tag Manager | To distinguish visitors and understand how the Website is used | Analytics, set only after you opt in | 2 years |
_ga_LBSZNC73PT |
Google Analytics 4, loaded through Google Tag Manager | To persist session state for Google Analytics 4. The suffix is the unique identifier for our Google Analytics 4 property | Analytics, set only after you opt in | 2 years |
sc_consent |
This Website (our cookie banner) | To store your cookie consent choices so we can honour them on later visits | Strictly necessary | 12 months |
_clck |
Microsoft Clarity, loaded through Google Tag Manager | To keep the same Clarity user identifier and preferences on this Website across visits | Analytics, set only after you opt in | 1 year |
_clsk |
Microsoft Clarity, loaded through Google Tag Manager | To connect several page views by one visitor into a single Clarity session | Analytics, set only after you opt in | 1 day |
CLID |
Microsoft Clarity, loaded through Google Tag Manager | To recognise a browser the first time Clarity sees it on any site that uses Clarity | Analytics, set only after you opt in | 1 year |
_fbp |
Meta Pixel (Meta Platforms Ireland Ltd), loaded through Google Tag Manager | To recognise your browser on later visits so Meta can measure page views, form enquiries and bookings that follow from our adverts | Marketing, set only after you opt in | 90 days |
_fbc |
Meta Pixel (Meta Platforms Ireland Ltd), loaded through Google Tag Manager | To record that you reached the Website by clicking one of our adverts on Facebook or Instagram. Set only when you arrive from such an advert | Marketing, set only after you opt in | 90 days |
lastExternalReferrer, lastExternalReferrerTime and multiFbc (stored in your browser's local storage) |
Meta Pixel (Meta Platforms Ireland Ltd), loaded through Google Tag Manager | To remember the site that referred you and any advert click identifier, so the Meta Pixel can attribute visits correctly | Marketing, set only after you opt in | Until you clear your browser storage |
Cookies set by Meta on its own domains, for example fr |
Meta Platforms Ireland Ltd | Set by Meta on facebook.com, mainly if you use Facebook or Instagram, to deliver adverts and measure their results | Marketing, set only after you opt in | Set by Meta, as described in its Cookies Policy |
bcookie |
LinkedIn Insight Tag (LinkedIn Ireland Unlimited Company), loaded through Google Tag Manager | Set by LinkedIn on linkedin.com to recognise your browser | Marketing, set only after you opt in | 1 year |
li_gc |
LinkedIn Insight Tag (LinkedIn Ireland Unlimited Company), loaded through Google Tag Manager | Set by LinkedIn on linkedin.com to store LinkedIn's own record of cookie consent | Marketing, set only after you opt in | 6 months |
lidc |
LinkedIn Insight Tag (LinkedIn Ireland Unlimited Company), loaded through Google Tag Manager | Set by LinkedIn on linkedin.com to route traffic to the right LinkedIn data centre | Marketing, set only after you opt in | 1 day |
__cf_bm |
Cloudflare, on LinkedIn's own domain (linkedin.com) | Set when the LinkedIn Insight Tag loads, to tell people apart from automated traffic | Marketing, set only after you opt in | 30 minutes |
Other cookies set by LinkedIn on its own domains, and sometimes a first-party cookie such as li_fat_id |
LinkedIn Ireland Unlimited Company | LinkedIn may also set cookies such as li_sugr, UserMatchHistory and AnalyticsSyncHistory on linkedin.com, and a first-party cookie on this Website, to measure advert results and recognise browsers |
Marketing, set only after you opt in | Set by LinkedIn, as described in its Cookie Policy |
apolloAnonId (stored in your browser's local storage) |
Apollo.io, loaded through Google Tag Manager | A random identifier for your browser, so Apollo can link your visits to the Website and estimate from your IP address which company a visit comes from | Marketing, set only after you opt in | Until you clear your browser storage |
6632521782180802ffbb2712_eventQueue and 6632521782180802ffbb2712_canTrack (stored in your browser's local storage) |
Apollo.io, loaded through Google Tag Manager | To hold page visits waiting to be sent to Apollo, and to record whether tracking is allowed. The long number is our Apollo account identifier | Marketing, set only after you opt in | The queue is cleared as it is sent. The second entry is kept for 1 day |
__cf_bm |
Cloudflare, on Apollo's own domain (apollo.io) | Set when the Apollo script loads, to tell people apart from automated traffic | Marketing, set only after you opt in | 30 minutes |
| Essential platform cookies (names may vary) | GoHighLevel, which hosts the Website | To operate the Website, keep pages and forms working, support security, and store session information needed for the site to function | Strictly necessary | Session, or a short period set by the platform |
Microsoft Clarity helps us see how visitors use our pages by recording interactions such as mouse movements, clicks and scrolling, so we can improve the Website. It runs only after you opt in to analytics cookies. Microsoft processes this data as described in the Microsoft Privacy Statement at https://privacy.microsoft.com/privacystatement.
The Meta Pixel helps us measure the results of our adverts on Facebook and Instagram. It records the pages you view and tells Meta when you send a form enquiry or make a booking, so we can see which adverts lead to enquiries. It runs only after you opt in to marketing cookies. Meta Platforms Ireland Ltd processes this data as described in the Meta Privacy Policy at https://www.facebook.com/privacy/policy and the Meta Cookies Policy at https://www.facebook.com/privacy/policies/cookies.
The LinkedIn Insight Tag helps us measure the results of our adverts on LinkedIn. It records the pages you view, so we can see which adverts lead people to the Website. It runs only after you opt in to marketing cookies. LinkedIn Ireland Unlimited Company processes this data as described in the LinkedIn Cookie Policy at https://www.linkedin.com/legal/cookie-policy.
Apollo.io website tracking helps us understand which companies visit the Website. It records the pages you view and the site that referred you, and Apollo uses your IP address to estimate which company a visit comes from. It runs only after you opt in to marketing cookies. Apollo processes this data as described in the Apollo Privacy Policy at https://www.apollo.io/privacy-policy.
6. Tools we may add later
If we add other analytics or marketing tools later, we will update this Cookie Policy to list them before we use them. They would be used only after you opt in through the cookie banner.
7. How to manage cookies in your browser
Most browsers let you view, block or delete cookies through their settings. The steps vary by browser and device. You can usually manage cookies in the settings or preferences menu of Chrome, Firefox, Safari, Edge and other browsers.
If you block all cookies, some parts of the Website may not work as expected, including the ability to store your cookie preferences.
Deleting cookies may also delete your stored consent preference, in which case the banner may appear again on a later visit so you can make a fresh choice.
8. Further information and the ICO
For more detail about how we handle personal data, including your rights, please read our Privacy Policy at https://consultmws.com/privacy-policy.
The Information Commissioner's Office (ICO) provides guidance about cookies and your data protection rights at https://ico.org.uk. You can contact the ICO at 0303 123 1113, or write to Information Commissioner's Office, Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF.
9. Changes to this policy
We may update this Cookie Policy from time to time. The updated version will be posted on this page, with a new "Last updated" date. Please check the page when you return to the Website. If a change is significant, we will take additional steps to bring it to your attention where it is reasonable to do so.
10. Contact
For questions about this policy or our use of cookies:
- Email: [email protected]
- Telephone: +44 131 381 7671
- Post: MAXWELLSTONE LTD, 30 Churchill Place, Canary Wharf, London, England, E14 5RE
