Cookie Policy
How we use cookies on our website
Version Effective Permanent link: tactful.ai/
Archived version. This is version 2026-10-18 of the Cookie Policy. For the version currently in effect, see the current Cookie Policy.
What Are Cookies?
Cookies are small text files placed on your device when you visit a website. They help the site recognise your device and store information about your preferences or past actions.
How We Use Cookies
Tactful AI (tactful.ai) uses cookies for the following purposes:
Essential Cookies (Always Active)
These cookies are necessary for the website to function and cannot be disabled. They include:
- Session management and security
- Cookie consent preferences storage
- Load balancing and performance
Analytics Cookies
These help us understand how visitors interact with our website by collecting information anonymously. We use:
| Provider | Purpose | Retention |
|---|---|---|
| Google Analytics 4 | Page views, user journeys, site performance | Up to 14 months |
| HotJar | Heatmaps and session recordings for UX improvement | Up to 365 days |
Within Google Analytics 4 we have enabled Google Signals. When you have accepted analytics cookies and are signed in to a Google account with Ads Personalization enabled, Google may associate your visit with that account to give us aggregated cross-device and demographic insights (such as age range, gender, and interests). We never receive information that personally identifies you, and this data is subject to Google's aggregation thresholds. Google Signals activates only with your analytics consent. You can withdraw that consent at any time with the "Cookie settings" link in the footer of every page, or control the underlying association through your Google Ads Settings and My Activity.
Marketing Cookies
These cookies are used to deliver relevant advertisements and track campaign effectiveness:
| Provider | Purpose | Retention |
|---|---|---|
| Google Ads | Conversion measurement and remarketing (showing our ads to people who have visited this site) | Up to 13 months |
| Facebook Pixel | Ad targeting, conversion tracking, custom audiences | Up to 180 days |
| LinkedIn Insight Tag | Professional audience targeting, conversion tracking | Up to 1 year |
Google Ads uses the _gcl_au cookie on tactful.ai (kept for 90 days) and Google advertising cookies such as IDE on doubleclick.net.
How Consent Works for Google Analytics and Google Ads
Google Analytics 4 and Google Ads use Google Consent Mode. Their scripts load on every page, but until you accept the matching category (Analytics for Google Analytics 4, Marketing for Google Ads) they set no cookies and send Google only cookieless signals, such as the fact that a page was viewed. Google uses these signals to estimate visits and conversions in aggregate. Once you accept a category, the cookies listed for it above are set.
Tools the Cookie Banner Does Not Control
The tools below run whether or not you accept cookies. Your choices on the cookie banner and in Cookie settings do not switch them on or off.
Apollo.io
We use the Apollo.io website tracker for business-to-business sales and marketing. It identifies the organisation behind a visit to our website, based on the visitor's IP address and the pages viewed, so that we can see which companies have visited. It loads on every page as soon as the page opens, both before you make a cookie choice and after you select "Reject all". On each page it sends the visit to Apollo.io, and it stores an anonymous visitor identifier (apolloAnonId) and a queue of page-visit events in your browser's local storage for tactful.ai. Apollo.io's servers also set a short-lived bot-protection cookie (__cf_bm) on apollo.io. For how Apollo.io handles this information, see the Apollo.io Privacy Policy.
Vercel Web Analytics and Speed Insights
Our hosting provider, Vercel, gives us cookieless, privacy-friendly measurement of page views and page performance, such as how quickly pages load. It sets no cookies, so it is not controlled by the cookie banner.
Tactful Website Chat
Our own chat service loads on most pages so that you can send us a message. It sets no cookies. If you send a message, we handle it as described in our Privacy Policy.
Embedded YouTube Videos
Some pages, such as podcast episode pages, include YouTube videos. The YouTube player loads with the page, and YouTube (Google) may set its own cookies on youtube.com, such as YSC and VISITOR_INFO1_LIVE, even if you have not accepted cookies.
Managing Your Cookie Preferences
When you first visit, our cookie banner offers "Reject all" and "Accept all" as equal choices. Select "Manage" to choose Analytics and Marketing cookies individually. Both are off until you switch them on.
You can change or withdraw your consent at any time with the "Cookie settings" link in the footer of every page. When you withdraw consent for a category, we remove that category's cookies from tactful.ai and reload the page. Cookies that other companies set on their own domains (for example, linkedin.com) can be removed through your browser settings.
You can also control cookies through your browser settings. Note that disabling cookies may affect site functionality.
Browser-Level Controls
- Chrome: Settings > Privacy and Security > Cookies
- Firefox: Settings > Privacy & Security > Cookies
- Safari: Preferences > Privacy > Manage Website Data
- Edge: Settings > Privacy, Search, and Services > Cookies
Third-Party Cookies
Some cookies are placed by third-party services that appear on our pages. We do not control these cookies. Please refer to the respective third-party privacy policies for more information:
- Google Privacy Policy
- Meta (Facebook) Privacy Policy
- LinkedIn Privacy Policy
- HotJar Privacy Policy
- Apollo.io Privacy Policy
Updates to This Policy
We may update this cookie policy from time to time. Changes will be posted on this page with an updated effective date.
Contact
For questions about our use of cookies, contact us at privacy@tactful.ai.
Tactful Ltd
The Venture Centre, Stirling House, Cambridge Innovation Park, Denny End Road, Waterbeach, Cambridge, United Kingdom, CB25 9PB.
Version history
| Version | Effective date | Changes | |
|---|---|---|---|
| (current) | The first paragraph of How We Use Cookies now says that our contract documents and their earlier versions set no cookies, store nothing in your browser, load no third-party script and show no cookie banner or Cookie settings link. It names the strictly necessary _vcrcs security cookie that our hosting provider, Vercel, may set on any page, and says where to manage your cookie choices. | ||
| Our contract documents (EULA, Data Protection Addendum, SLA and Sub-processors list) are now shown without the cookie banner, the site footer or any script, and set no cookies. Statements about where a tool or the Cookie settings link appears now name that exception. | |||
| Added the tactful_ref cookie under Marketing Cookies, with a note on when it is set and its local storage copy. | |||
| Vercel Web Analytics and Speed Insights removed from the analytics table and described as cookieless measurement. Google Ads added to the marketing table, with a note on Google Consent Mode. New section on tools the cookie banner does not control: Apollo.io, Vercel Web Analytics and Speed Insights, the Tactful website chat and embedded YouTube videos. Managing Your Cookie Preferences now describes Reject all, Accept all, Manage and the Cookie settings link in the footer; the Google Signals paragraph refers to the same link. LinkedIn Insight Tag retention corrected to up to 1 year. | |||
| Added a paragraph on Google Signals under Analytics Cookies. | |||
| First version recorded in this registry. |
Related documents
Tactful Ltd trading as Tactful AI. Registered in England — Company No: 10279888. The Venture Centre, Stirling House, Cambridge Innovation Park, Denny End Road, Waterbeach, Cambridge, United Kingdom, CB25 9PB.