Cookie Policy
Last updated: June 2026
This policy explains how michaelheppell.com uses cookies and similar technologies, your rights under the Privacy and Electronic Communications Regulations (PECR) 2026, and how to manage your preferences.
What Are Cookies?
Cookies are small text files stored on your device by your browser when you visit a website. We also use similar technologies (such as local storage) for analytics and preference management.
Cookies We Use
Strictly Necessary
These are essential for the website to function and cannot be switched off.
| Name | Purpose | Duration |
|---|---|---|
mh_cookie_consent | Stores your cookie consent choice (stored in localStorage, not a cookie) | Until you clear browser data |
No session cookies are set on initial page load. The Site has no login functionality in its current version.
Analytics Cookies — Vercel Analytics
We use Vercel Analytics for website usage measurement.
Provider: Vercel Inc., 340 Pine Street Suite 701, San Francisco, CA 94104, USA.
Data collected: Page views, referrer URL, browser type, approximate geography (country/region), device type.
Storage mechanism: Vercel Analytics is cookieless — it does not set any cookies on your device. It uses server-side aggregation of request metadata.
Individual tracking: Vercel Analytics does not identify or track individual users across sessions. No personal data leaves your browser.
Cross-site tracking: None.
PECR 2026 Legal Basis
Under PECR 2026, we rely on consent as the legal basis for loading the Vercel Analytics measurement script, as a belt-and-braces compliance position.
Vercel Analytics also independently qualifies for the low-risk analytics exemption under PECR 2026 (and the ICO’s guidance on “first-party analytics that collect only aggregate data, do not enable cross-site tracking, and do not profile individuals”), because:
- It is first-party analytics (operated by this site’s hosting provider on behalf of us).
- It collects only aggregated, anonymised data — no individual user profiles are built.
- It uses no cookies or persistent identifiers on the user’s device.
- The data is used solely to improve this website, not for advertising or profiling.
Despite qualifying for the exemption, we require explicit consent before the analytics script loads, and we honour reject choices immediately and persistently.
Analytics Cookies: Google Analytics 4 (GA4)
We use Google Analytics 4 (measurement ID G-7R7GB7E9SJ, provided by Google LLC) for aggregated website usage measurement.
Data collected: page views, referrer, approximate geography, device and browser type, and on-site interactions, in aggregate.
Storage mechanism: GA4 sets first-party cookies on your device:
| Cookie | Purpose | Duration |
|---|---|---|
_ga | Distinguishes unique visitors | 13 months |
_ga_<container-id> | Persists GA4 session state | 13 months |
_gid | Distinguishes visitors (short term) | 24 hours |
Consent: because GA4 sets cookies, it is not loaded until you grant consent via the cookie banner. If you reject, no GA4 script runs and no GA4 cookies are set. Advertising features and Google Signals are not enabled (first-party, aggregated measurement only).
Analytics: Umami (cookieless)
We also use Umami (umami.is), a privacy-focused analytics service that sets no cookies, collects only aggregated data, and does not identify individuals or track across sites.
No Advertising Cookies
We do not use advertising networks, remarketing, social media tracking pixels, or ad-personalisation cookies. Our analytics (Vercel Analytics, GA4, Umami) is used only for first-party, aggregated measurement of how the site is used.
Managing Your Cookie Preferences
You can change your preference at any time by clicking the “Cookie settings” link in the footer. Your choice is saved in your browser’s localStorage under the key mh_cookie_consent.
You can also clear all stored preferences by clearing your browser’s local storage or site data.
Browser controls: Most browsers allow you to block or delete cookies and local storage via Settings → Privacy / Site Data. Note that blocking local storage for this site will mean your cookie preference cannot be saved.
Changes to This Policy
We may update this policy to reflect changes in our use of cookies or applicable law. Material changes will be flagged with an updated “last updated” date.
Contact
For any questions about this policy, contact: hello@michaelheppell.com
Or write to our Data Protection contact at: Michael Heppell Ltd, Hadrian Business Centre, Church Street, Haydon Bridge, Northumberland, NE47 6JG.
You also have the right to complain to the Information Commissioner’s Office (ICO): ico.org.uk — telephone 0303 123 1113.