---
title: Cookie Policy | Perfect Concept
description: Information about the cookies and similar technologies used on the Perfect Concept website and how visitors can manage their preferences.
---

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# Cookie Policy

Perfect Concept Ltd uses website technologies to provide its services.

## Cookies and similar storage

Cookies are small files stored by your browser. Local storage can remain between visits, while session storage is associated with a browser tab’s page session. Our website and embedded services use the following storage.

| Technology / Storage | Provider | Purpose | Category | Duration |
| --- | --- | --- | --- | --- |
| Bot-protection cookie (`__cf_bm`) on our website and HubSpot service domains | Cloudflare | Detects automated traffic and protects the website and embedded services. | Necessary | Approximately 30 minutes; renewed with activity. |
| Rate-limiting cookie (`_cfuvid`) on our website | Cloudflare | Distinguishes visitors sharing an IP address so security rate limits work correctly. | Necessary | Browser session. |
| Cookie preferences (`__hs_cookie_cat_pref`) | HubSpot | Remembers which cookie categories you accept or reject. | Necessary | 180 days; updated when you change your choice. |
| Tracking preference (`__hs_do_not_track`) | HubSpot | Remembers that HubSpot website tracking is disabled. | Necessary — consent preference | Persistent; retained between visits. |
| Visitor analytics (`__hstc`) | HubSpot | Distinguishes visitors and records visits for website analytics. | Analytics | 180 days. |
| Visitor recognition (`hubspotutk`) | HubSpot | Recognises visitors for analytics and helps match form enquiries to contacts. | Analytics | 180 days. |
| Analytics session counter (`__hssc`) | HubSpot | Counts visits within the current analytics session. | Analytics | Approximately 30 minutes. |
| Analytics session indicator (`__hssrc`) | HubSpot | Identifies the start of a new browser session for analytics. | Analytics | Browser session. |
| Visitor analytics (`_ga`) | Google Analytics 4 | Distinguishes visitors for website analytics. | Analytics | Up to 400 days in Chrome; other browsers may apply different limits. |
| Analytics session state (`_ga_2ELWJD3FKJ`) | Google Analytics 4 | Maintains session state for our Google Analytics service. | Analytics | Up to 400 days in Chrome; other browsers may apply different limits. |
| Chat interface state (`hs-messages-is-open`) | HubSpot | Remembers whether you have opened the chat widget. On the seven website pages listed in our Privacy Policy, chat is enabled only when both Analytics and Functionality are accepted. | Necessary | Approximately 30 minutes. |
| Interface appearance (`hubspot-modern-theme`), local storage on `app-eu1.hubspot.com` | HubSpot | Remembers the appearance of the embedded HubSpot chat interface. Previously stored appearance preferences may remain after chat is removed. | Functionality | Persistent, without a browser-set expiry; remains until the browser or service removes it. |
| Navigation diagnostics (`rhumb_transition_history`), session storage on our website and `app-eu1.hubspot.com` | HubSpot | Keeps recent interface transitions to measure navigation and loading performance. | Analytics | Page session; HubSpot updates the recent-history buffer. |
| Interface usage event queue (`HUBLYTICS_EVENTS_53`), session storage on our website | HubSpot | Temporarily holds interface usage events before dispatch. | Analytics | Page session; queued entries may be cleared as they are processed. |
| Interface measurement metadata (`__hmpl`), session storage on our website | HubSpot | Maintains session and event metadata for interface usage measurement. | Analytics | Page session; the service can update or remove the entry earlier. |
| Form security (`rc::a`), local storage on `google.com` | Google reCAPTCHA | Supports security and automated-abuse detection for our enquiry form. | Necessary | Persistent, without a browser-set expiry; remains until the browser or service removes it. |
| Form security (`rc::c`), session storage on `google.com` | Google reCAPTCHA | Supports form security and automated-abuse detection during the page session. | Necessary | Page session. |

Storage associated with embedded services depends on which features and pages you use. The listed navigation diagnostics and interface measurement entries describe storage observed in those services; they do not mean that these entries are written while optional categories are rejected on the seven pages covered by our controls.

The bot-protection cookie can be set separately for `perfectconcept.co.uk`, `hubspotusercontent-na1.net`, `usemessages.com`, `hsforms.com`, `hubspot.com`, `hs-analytics.net`, `hsappstatic.net`, `hs-banner.com`, `hs-scripts.com`, `hubspot.net`, `hubspotusercontent-eu1.net` and `hsforms.net`. Google Analytics cookies are stored on our website domain; Google’s involvement does not make them third-party cookies.

Cookie expiry can be renewed when a service is used. Browser settings can shorten storage lifetimes. Google’s documented analytics-cookie default is two years, but browser limits can shorten it; the Chrome duration above reflects the browser limit. Local and session storage do not have the same expiry attributes as cookies. These durations describe browser storage, rather than retention of enquiries, contact records or analytics reports.

## Changing cookie preferences

Use Cookie Settings in the footer to reopen the consent controls and change your choices. On the seven website pages listed in our Privacy Policy, Analytics consent controls Google Analytics and HubSpot website analytics. Live chat requires both Analytics and Functionality; withdrawing either removes chat. When Analytics is withdrawn on these pages, the website removes its \_ga and \_ga\_2ELWJD3FKJ cookies. Changing your choice does not undo information already sent or necessarily erase all storage held by embedded services. HubSpot records consent decisions, including withdrawal, and those records can contain existing visitor identifiers and page/browser information. HubSpot has confirmed that their purpose is consent status and consent-interaction reporting. HubSpot Support confirmed on 23 October 2026 that these consent-decision records, including associated visitor identifiers, have no automatic expiry and are retained for the lifetime of the HubSpot portal unless deleted earlier. HubSpot says permanent deletion of an identifiable CRM contact removes that contact’s associated consent events. For visitors not linked to a CRM contact, that contact-level process is unavailable and HubSpot says their consent events remain until a full portal purge. Withdrawing consent does not automatically delete historical analytics data or consent records from HubSpot. This technical limitation does not remove your data-protection rights or justify keeping personal information longer than necessary. Privacy and erasure requests may be sent to privacy@perfectconcept.co.uk. Necessary consent and security resources can continue. You can also use browser controls to remove cookies and site storage; doing so can reset preferences and affect embedded features.

## Analytics and embedded services

We use Google Analytics 4 where Analytics consent is given, with Google Tag Manager managing the Google tags. On the seven website pages listed in our Privacy Policy, HubSpot website analytics also requires Analytics consent. HubSpot chat and its usage and performance measurement require both Analytics and Functionality. Consent-decision recording is separate from ongoing website analytics. HubSpot provides our enquiry form and standalone meeting-booking service; opening these features can load supporting resources without submitting an enquiry or booking. The News archive and standalone meeting-booking page are outside these seven-page controls; we do not claim that all their embedded activity follows the same chat consent rule.

## Form security

Google reCAPTCHA helps protect the enquiry form against automated abuse. It can load and use browser storage when the form is displayed, before you submit it. Its local storage is persistent without a browser-set expiry; its session storage belongs to the current page session.

## Social resources

The News archive loads Facebook and LinkedIn scripts for social components. Their presence is separate from a claim that advertising cookies are used. No advertising-cookie entries are included in the inventory above.

## Effective date

This policy takes effect when it is published on this website.

See our [Privacy Policy](https://perfectconcept.co.uk/privacy-policy?hsLang=en) for information about personal-data handling. For privacy enquiries, contact [privacy@perfectconcept.co.uk](mailto:privacy@perfectconcept.co.uk).

**Perfect Concept Ltd**

Senior leadership for programmes, operations and technical delivery.

Founded by Owen Grant. Senior-led, engagement-specific.

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