Cookie Policy
Last updated: 2026-07-07. Publisher: Brightscale Labs Limited.
1. What cookies and local storage are
Cookies are small text files placed on your device when you visit a website. Local storage is a similar mechanism: data your browser keeps on your device that persists between visits. Both are used to remember preferences, support security, measure how the site is used, and (when enabled) deliver advertising.
This page describes exactly what is set on fitmetriclab.com. Analytics (Microsoft Clarity) is set only after you consent through the InMobi Choice consent message. Entries marked conditional are not set today and would only apply if we later enable advertising and you grant consent.
2. Categories
- Strictly necessary — required to deliver the site (edge security, bot management, DDoS protection). Set by Cloudflare. Cannot be disabled.
- Functional — local-storage keys on your device only: your theme preference, the values you enter in Guided Mode, and the current session's list of calculations (erased when you close the tab). Never transmitted to our servers.
- Analytics — Microsoft Clarity (anonymous heatmaps and session replay). Loaded only after you consent through the InMobi Choice consent message. If you decline or ignore it, Clarity never loads and its cookies are never set.
- Advertising (conditional) — not currently set. Would only run if Google AdSense is enabled and you give consent.
3. Full inventory
| Category | Cookie / key | Provider | Purpose | Duration | Status |
|---|---|---|---|---|---|
| Strictly necessary | __cf_bm | Cloudflare | Bot management — distinguishes humans from automated requests. | 30 minutes | Active |
| Strictly necessary | cf_clearance | Cloudflare | Records that the visitor passed a Cloudflare security challenge. | 30 days | Active |
| Strictly necessary | _cfuvid | Cloudflare | Rate-limiting and DDoS protection per visitor session. | Session | Active |
| Functional | fitmetriclab-theme (local storage) | FitMetricLab | Remembers your light/dark theme preference. Stored on your device only. | Persistent (until cleared) | Active |
| Functional | fitmetric-guided-transcript (session storage) | FitMetricLab | Keeps the list of calculations in your current Guided Mode session so refreshing the page does not lose them. Stored on your device only and erased automatically when you close the tab. | Until the tab is closed | Active |
| Functional | fitmetric-guided-session (local storage) | FitMetricLab | Remembers the values you enter in Guided Mode — which may include weight, height, age, sex and body-fat percentage — so each calculation does not ask for them again. Stored on your device only and never transmitted. | 30 days | Active |
| Strictly necessary | euconsent-v2, IABGPP_HDR_GppString, usprivacy | InMobi Choice | Records your advertising and analytics consent choices so you are not asked again on every visit. Set by our consent management platform (InMobi Choice). | 13 months | Active |
| Analytics | _clck, _clsk | Microsoft Clarity | Anonymous usage analytics — aggregated heatmaps and session replay to improve the calculators. Set only after you consent to analytics. | 1 year / session | Set after consent |
| Advertising | _gads, IDE, DSID, NID | Google AdSense | Ad delivery, frequency capping, and measurement once advertising is enabled. | 14 days – 13 months | Not currently set |
Cloudflare (hosting)
The site is served via Cloudflare's edge network. Cloudflare sets the three cookies above for security and DDoS protection. They contain no personal information you have given us, and FitMetricLab never reads them. They are governed by Cloudflare's Privacy Policy.
FitMetricLab local storage
A single local-storage key, fitmetriclab-theme, records whether
you have selected light or dark mode. It stays on your device and is never
transmitted to us or to any third party. Clearing site data in your browser
removes it; the theme will then default to your system preference.
Microsoft Clarity (analytics — set only after consent)
We use Microsoft Clarity
to understand how the calculators are used through aggregated usage metrics,
heatmaps, and session replay. Clarity is consent-gated: its
script is only injected — and its _clck / _clsk
cookies are only set — after you consent through the InMobi
Choice consent message. If you decline non-essential cookies or dismiss the message without
consenting, Clarity never loads and no request is made to clarity.ms. Clarity
does not collect the values you type into calculators. Data is processed by
Microsoft under its
Privacy Statement.
Google Analytics and AdSense (not currently set)
FitMetricLab does not currently load Google Analytics or Google AdSense. If and when these services are enabled, the cookies listed above as "conditional" will only be set after explicit consent. They are listed here in advance so this Cookie Policy remains a complete reference of every cookie that could ever be set on the site.
When advertising consent is given, Google may use cookies and identifiers to deliver, measure, and (where allowed) personalise advertisements. You can manage personalised advertising preferences at Google Ads Settings or opt out via the Your Online Choices (EU) and NAI (US) opt-out tools.
4. Managing cookies and local storage
- Theme local storage: clear site data in your browser to remove the
fitmetriclab-themekey. - Browser controls: all modern browsers let you view, restrict, or delete cookies. Restricting strictly necessary Cloudflare cookies may prevent the site from loading correctly.
- Analytics consent: Microsoft Clarity loads only if you consent through the InMobi Choice consent message. To withdraw consent, use the Cookie preferences link in the footer, which reopens the consent message so you can change your choices; set analytics to off and Clarity stays off.
- Opt-out tools: use Google Ads Settings (linked above) at any time. Browser-level "Do Not Track" signals are respected where supported.
5. Legal basis and complaints
Strictly necessary Cloudflare cookies are processed under legitimate interests for security and service delivery. The functional local-storage keys sit on your device only. Microsoft Clarity analytics are processed on the basis of your consent under UK PECR, the EU ePrivacy Directive, and UK/EU GDPR — which is why it loads only after you press Accept. If advertising is later enabled, it too will rely on your consent.
If you have concerns about how we handle cookies, contact us at [email protected]. You also have the right to lodge a complaint with the UK Information Commissioner's Office at ico.org.uk or your local EU supervisory authority.
Manage Preferences
Use the button below to clear locally saved data stored in your browser's Local Storage. This will remove saved preferences on this device only.