Who we are
This policy is published by LinkTrail Ltd, a company registered in England and Wales, company number 17312947, registered office 66 Paul Street, London EC2A 4NA, United Kingdom. We are the controller for the data described here. Questions: privacy@linktrail.io.
This policy covers linktrail.io and developer.linktrail.io only. The data our SDKs and link endpoints collect inside our customers' mobile apps is a different matter entirely, governed by each customer's own privacy notice and described in Section 5 of our Privacy Policy.
How linktrail.io uses cookies
We store one strictly necessary value to remember your consent choice. That value is set regardless of your choice, because it is what records the choice.
Only if you accept do we set:
- Google Analytics for Firebase cookies, to measure how the website is used, and
- a Google Ads cookie, to measure whether an ad click led to a signup, and
- Microsoft Clarity cookies, which record how you use the site — a replay of your visit showing clicks, scrolling, mouse movement, the content displayed to you, and text you type into our forms — and build heatmaps from it. Passwords and payment fields are masked; other text is not. If you would rather not have a form message recorded, decline analytics cookies or email us at privacy@linktrail.io instead.
We use the Google Ads cookie for conversion measurement only. We do not use it for remarketing or personalised advertising, and we run no other advertising cookies.
How to change your cookie choice
Our banner offers Accept and Reject with equal prominence. Rejecting takes one click and is no harder than accepting. Nothing beyond the strictly necessary consent value is set until you accept — analytics and advertising tags are blocked until then, not merely ignored.
You can change your decision at any time using "Cookie settings" in the footer of any page, or by clearing site data in your browser. Withdrawing consent is as easy as giving it.
If your browser sends Global Privacy Control, we treat that as a decline. No analytics or advertising cookies are set, and the banner shows as declined rather than asking you again. You can still choose Accept afterwards if you want to.
How long your choice lasts. We will ask you again after 6 months, so that a choice you made once does not bind you indefinitely. We record the version of this policy in force when you chose, so we can tell whether your consent covers our current practices.
Cookies and local storage we use
| Name | Provider | Type | Purpose | Duration |
|---|---|---|---|---|
| lt-consent | LinkTrail | Local storage | Records your consent choice and the policy version it was given under | 6 months, then we ask again (strictly necessary) |
| _ga | Cookie | Distinguishes users | 2 years (set only after consent) | |
| _ga_* | Cookie | Persists session state | 2 years (set only after consent) | |
| _gcl_au | Cookie | Links an ad click to a later conversion — measurement only, no remarketing | 90 days (set only after consent) | |
| _clck | Microsoft | Cookie | Persists a visitor ID so repeat visits are recognised as the same person | 1 year (set only after consent) |
| _clsk | Microsoft | Cookie | Groups the page views of a single visit into one session recording | 1 day (set only after consent) |
| _cltk | Microsoft | Session storage | Holds the session token tying the recording to your visit | Cleared when the tab closes (set only after consent) |
Cookie lifetime is not the same as data retention. The _ga cookies persist on your device for 2 years. How long Google retains the analytics data itself is set on our analytics property: event-level data 2 months, user-level data 14 months. How long Microsoft retains Clarity session recordings is set on our Clarity project; email privacy@linktrail.io for the current period.
Where this data goes
Accepting analytics means data goes to Google Ireland Limited, which uses Google LLC to process it in the United States. That onward transfer relies on Google LLC's certification under the EU-US Data Privacy Framework and its UK Extension, backed by the EU Standard Contractual Clauses. It happens only if you accept, and you can withdraw at any time.
Accepting also means your session recording goes to Microsoft Ireland Operations Limited, which uses Microsoft Corporation to process it in the United States. That onward transfer relies on Microsoft Corporation's certification under the EU-US Data Privacy Framework, backed by the Standard Contractual Clauses in Microsoft's data protection terms.
Microsoft Clarity also sets cookies in its own clarity.ms context, which we do not control. This is why nothing loads until you accept — once the tag is blocked, those cookies are never set.
Further detail on transfers is in Section 8 of our Privacy Policy.
Your rights and complaints
Consent is our lawful basis for the analytics and advertising cookies (PECR regulation 6 and UK GDPR Article 6(1)(a)). You can withdraw it at any time, and you have the rights set out in Section 11 of our Privacy Policy — including access, erasure and objection.
If you are unhappy with how we handle cookies, contact us at privacy@linktrail.io. You can also complain to the Information Commissioner's Office at ico.org.uk or on 0303 123 1113.
Changes to this policy
We update this policy when our cookies or the law change. The version number and date above always reflect the current version. Where a change means your existing consent no longer covers what we do, we will ask you again rather than rely on the old choice.