Cookie policy

Three cookies to keep the site working, and two more only if you agree to analytics. This page lists every one of them, what it does, how long it lasts, and how to change your mind whenever you like.

Last updated
9 October 2026
Version
1.3
Published by
Milex Systems Ltd
Company no. 12168672
Contents

01The short version

This site sets three cookies without asking first. All three are there to make something work or to stop something being abused — one remembers your answer to the cookie banner, one stops the free audit tool being drained by scripts, and one stops the enquiry form being spammed. The first is set when you answer the banner; the other two only if you use the audit tool or the enquiry form. None of them track you, and none of them follow you to other websites.

The one genuine choice is analytics: Google Analytics, counting page views and the route people take through the site. It only runs if you accept it. If you do, two more cookies are set so that a returning visitor can be recognised as the same person across days. If you decline, or never answer, it is not loaded at all. Turning analytics back off deletes its cookies and stops the counting immediately. There is no advertising and no remarketing on this site at all.

— the same panel as the banner, available on every page of the site.

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02What cookies actually are

A cookie is a small text file a website asks your browser to keep, and which your browser hands back on your next request. It is how a site remembers anything at all between one page and the next — that you are logged in, what is in your basket, or, here, that you already answered the cookie banner.

Cookies are not the only way to store or read something on your device, so this page also covers the other techniques UK law treats the same way — local storage, and reading characteristics of your browser. Everything in that wider sense is listed below.

First party means the file belongs to this website. Third party means it belongs to someone else and can typically be read across many sites — which is how advertising networks follow people around. Everything on this site is first party.

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03Everything this site stores

The complete list, by category. This is generated from the same file the consent banner reads, so the two cannot disagree.

Essential

Always on

These keep the site secure and functioning: they remember the cookie choice you make below, and they stop the free audit tool and the enquiry form being drained or spammed by automated scripts. Without them those tools would have to be taken down or put behind a sign-up. They never track you between websites, and they carry no advertising value. Because they are strictly necessary to provide a service you have asked for, UK law does not require us to ask permission for them — but they are listed here anyway.

zp_consent

  • Cookie
  • ZeroPixel
  • First party
  • Expires: 6 months

Remembers the cookie choices you made, so the banner does not ask again on every page.

When you answer the cookie banner.

zp_audit_id

  • Cookie
  • ZeroPixel
  • First party
  • Expires: 12 months

Counts how many free audits have been run from this browser. Each scan costs us a browser session, two Google PageSpeed calls and an AI analysis, so without a per-browser count the tool could be drained by a script in minutes. It contains a random identifier and nothing about you.

Only when you run a website audit.

discuss_submit_cooldown

  • Cookie
  • ZeroPixel
  • First party
  • Expires: 12 hours

Marks that an enquiry has just been sent from this browser, so the form cannot be submitted repeatedly by spam scripts. It records only that a submission happened, not what was in it.

Only after you send an enquiry through the contact form.

BotID bot protection

  • No storage on your device
  • Vercel Inc.
  • First party

Reads characteristics of your browser at the moment you submit an audit — things like how the browser renders and reports itself — to tell a real visitor apart from an automated script before the scan is paid for. The assessment is made on the server and is not used to identify or profile you.

Only when you run a website audit.

Analytics

Your choice

We count page views and the paths people take through the site — which articles get read to the end, which pages lead to someone running a free audit or getting in touch, and which are dead weight. This is Google Analytics, provided by Google LLC in the United States.

It only runs if you accept. Until you answer, and if you decline, it is not loaded at all: nothing is counted and your browser does not contact Google.

If you accept, your browser loads Google's analytics script from googletagmanager.com and sends Google the pages you visit, the site you came from, and your browser and device type. Google uses your IP address to work out an approximate location and does not store it. Two cookies are set so that a returning visitor can be recognised as the same person across days — the only way to tell whether an article someone read last week is what brought them back. They expire after six months, when we ask again.

Switching Analytics off later stops it immediately, without a reload: nothing more is sent and its cookies are deleted. Google's advertising features and Google signals are switched off. We do not sell any of it or share it with anyone else, and it is never used for advertising.

_ga

  • Cookie
  • Google Analytics (Google LLC)
  • First party
  • Expires: 6 months

Recognises your browser as the same visitor across days, so we can tell whether an article you read last week is what brought you back. It contains a random identifier and nothing about you.

Only if you accept Analytics. Deleted if you switch it back off.

_ga_B0NXCWTS02

  • Cookie
  • Google Analytics (Google LLC)
  • First party
  • Expires: 6 months

Keeps track of your current visit — when it started and how many pages it has covered — so that pages viewed in one sitting are counted as one visit.

Only if you accept Analytics. Deleted if you switch it back off.

Advertising

Your choice

We do not run any advertising, remarketing or cross-site tracking on this site. This category exists so that if that ever changes, it appears here as its own choice rather than being folded into something you have already agreed to — and your existing answer would be re-asked, not assumed.

Nothing in this category is in use on this site today.

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04Your choices, and how to change them

When you first arrive you are asked to choose. Nothing optional runs before you answer — no cookie is set on a timer or on scroll, and analytics stays off until you switch it on.

  • Accept all turns on the optional categories.
  • Reject all turns them all off. It is one click, in the same place, in the same style as Accept — refusing is exactly as easy as agreeing, which is what the law requires and what we would want anyway.
  • Manage opens the categories individually, so you can accept one and refuse another.

Your answer is stored in the zp_consent cookie for 182 days, after which we ask again. We also ask again if we ever add a new category, rather than assuming your old answer covers something you were never asked about.

— or use the same link in the footer of any page. Withdrawing is immediate and takes effect without a reload.

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05Controlling cookies in your browser

You can also block or delete cookies in your browser, independently of anything on this site. Every major browser has this under privacy settings:

Clearing cookies here clears your consent record too, so the banner will ask again. That is deliberate: an answer that survives you clearing your cookies is not an answer you are still in control of.

Blocking the essential cookies will not break the site for reading, but the audit tool and the enquiry form may refuse to run, because their abuse protection depends on them.

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06Do Not Track and Global Privacy Control

We do not track you across websites, run advertising cookies or sell personal information, so there is nothing for a Do Not Track or Global Privacy Control signal to switch off here. The page count these signals would otherwise reach cannot identify you, follow you, or be sold.

We should be straight about the limit of that: we do not currently read those headers, so sending one will not by itself stop the page count. The switch in the cookie preferences will, immediately. If we ever add anything those signals would properly apply to, we will honour them, and this section will change before it ships.

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07Changes to this policy

The date and version at the top change whenever this page does. If we add a new category of cookie, your stored answer is retired and the banner asks again — consent for one set of purposes is not consent for a bigger one. Questions go to privacy@zeropixel.io, and the wider picture is in the privacy policy.

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ZeroPixel is a trading name of Milex Systems Ltd, a company registered in England and Wales under company number 12168672. Registered office: 9, 50a The Viewpoint, Sheep Street, Northampton, NN1 2LZ, United Kingdom.

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