Cookie Policy

This page explains the cookies and similar browser storage this site uses. The short version: we run first-party analytics so we can see what is useful and fix what is not, and two advertising pixels so we can tell whether our ads work. We do not sell any of it. One click onOpt out of analytics in the footer switches off the analytics and the Meta pixel for your browser.

Analytics (PostHog)

We use PostHog to understand how the site is used: which pages get read, how visitors move between them, and which next steps (a free audit, a website preview, a note to us) people actually take. PostHog sets a first-party cookie and local storage entry whose name begins with ph_, holding a random identifier so one visit's pageviews stay together.

PostHog also records session replays: a reconstruction of how a page was scrolled and clicked, so we can see where the site is confusing. Everything typed into a form field is masked and never captured in a replay. Analytics requests are sent through this site's own address (effiwise.com/relay) on their way to PostHog.

How you first found us

On your first visit, the site saves a small note in your browser's local storage underew_first_touch: the page you landed on, the site that referred you, any campaign tags in the link, and whether you came from an AI assistant such as ChatGPT or Perplexity. If you later send us a form, that note goes with it so we know which of our pages and channels actually help people. It is never sent anywhere on its own. A session-only flag,ew_ai_referral, stops an AI referral being counted twice in one visit. The website preview forms also keep your in-progress answers in local storage so you can pick up where you left off.

Advertising measurement (OpenAI)

We advertise in ChatGPT, and the OpenAI Ads measurement pixel tells OpenAI when a page here is viewed and when one of our forms is started or submitted, so we can tell whether an ad led to a visit. It sets first-party cookies on this site: __obref, a random identifier that keeps one browser's events together, and __oppref, which holds the ad click reference when you arrive from one of our ads. When you submit a form, a one-way hash of your email address and name is passed with the event so the request can be matched to an ad. A content blocker or your browser's tracking protection prevents all of it, and you can email us to ask that a request you sent not be used for ad measurement.

Advertising and audiences (Meta)

We advertise on Facebook and Instagram, and the Meta pixel, from Meta Platforms, tells Meta when a page here is viewed and when a form is successfully submitted or a session is booked. We use it to measure whether those ads lead to anything, and to build advertising audiences, so Meta can show our ads to people who have visited this site or to people like them. It sets first-party cookies on this site: _fbp, a random identifier that keeps one browser's visits together, and _fbc, which holds the ad click reference when you arrive from one of our Meta ads. Meta may also read its own cookies on facebook.com if you are signed in there. We do not pass Meta your name, email address, phone number, or anything you type into a form. The analytics opt-out switches the Meta pixel off too.

Records of forms you send us

When you submit a form (the contact form, a website preview request, or an open hour registration), we keep a record of it, including in PostHog. That is a record of something you chose to send us rather than something we observed about your browsing, so the analytics opt-out does not remove it. The Privacy Policy covers what is in that record and how to have it deleted.

Opting out

Click Opt out of analytics in the footer and PostHog and the Meta pixel stop collecting from your browser, on this visit and future ones. The link then readsOpt back in to analytics if you change your mind. Your browser remembers the choice (PostHog keeps its own record, and the site keeps one under ew_analytics_optout), so clearing site data resets it. The OpenAI Ads pixel is not covered by this switch. You can also block or clear cookies in your browser settings, or use a content blocker, which stops PostHog and both advertising pixels alike.

Third-party details

PostHog is provided by PostHog, Inc., the advertising measurement pixel by OpenAI, and the Meta pixel by Meta Platforms, Inc., each under their own privacy terms. For how the rest of the site handles personal information, see thePrivacy Policy.

Questions

Email contact@effiwise.com if anything about cookies on this site is unclear.