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Cookies Policy
This Cookies Policy ("Policy") outlines how Litmus7 Systems Consulting Private Limited and its subsidiaries, associates, and affiliates (collectively, "Litmus7", "we", "us", or "our") use cookies and similar tracking technologies when you visit our website, www.litmus7.com ("Website").
We use a limited number of our own cookies that are strictly necessary to operate the Website and to remember the cookie preferences you choose. We also rely on selected third-party services that use cookies and similar tracking technologies to analyse Website traffic, understand user behaviour, manage customer interactions, and enable multimedia content.
This Policy explains what cookies are, the types of cookies we use, the purposes for which they are used, the legal basis for processing, how long they are retained, and the choices available to you regarding their use.
This Policy should be read together with our Privacy Notice, which explains how we collect, use, disclose, and protect your Personal Data.
I. What are Cookies?
A cookie is a piece of data that a website can send to your browser, which may then be stored on your computer as a tag that identifies your computer. While cookies are often only used to measure website usage and effectiveness and to allow for ease of navigation or use and, as such, are not associated with any personal information, they are also used at times to personalise a known visitor's experience by being associated with profile information or user preferences.
Tracking technologies are web beacons, pixels, and scripts used to monitor user activity and gather data on how you interact with the Website. Because these technologies are deployed by third-party providers, they are governed by those specific providers' privacy and cookie policies.
II. Legal Basis for Processing
We rely on the following legal bases for the use of cookies and similar technologies:
Strictly Necessary Cookies: These cookies are essential for the operation of the Website and to provide services requested by you. The use of such cookies is based on our legitimate interests and/or the need to deliver an essential service, and they do not require your consent.
All Other Cookies (including Analytics, Functional, and Marketing Cookies): These cookies are deployed only with your prior explicit consent.
We process non-essential cookies based on your free, specific, informed, and unambiguous consent, obtained through our cookie banner or preference centre before any such cookies are placed on your device.
You have the right to withdraw your consent at any time. You can do so by accessing and modifying your preferences through the cookie settings link available on the Website. Withdrawal of consent will not affect the lawfulness of processing carried out prior to such withdrawal.
III. Strictly Necessary Cookies
Strictly necessary cookies keep the Website working and remember the choices you make. They are set by us (first-party cookies) and cannot be switched off through the cookie banner, because the Website relies on them to function.
We use them to record your cookie preferences, so we don't ask you again on every visit, to keep your session secure while you browse, and to help pages load and display correctly.
These cookies do not track you across other websites and are not used for advertising. You can still block or delete them through your browser settings, but if you do, parts of the Website may not work, and your cookie preferences may not be saved.
The only cookies we set ourselves are strictly necessary cookies. They keep the Website working and remember the choices you make in our cookie banner. These cookies do not require your consent and cannot be disabled through the cookie banner, although your browser can still block them.
IV. Third-Party Cookies
We break down our third-party technologies into three distinct categories based on their function.
We load the analytics and functional cookies described below only after you accept them in our cookie banner. If you reject non-essential cookies, these services are not loaded.
The tools listed under Customer Relationship & Lead Management run only when you choose to use the relevant feature, such as submitting a form.
A. Analytics and Performance
These technologies help us understand how visitors interact with the Website by collecting and reporting information anonymously. This allows us to improve site design, navigation, and user experience.
i. Google Analytics
Purpose: Analyses user behaviour, including page views, navigation patterns, session duration, and interactions (clicks/engagement).
Data Processed: IP addresses (anonymized/truncated), device type, browser type, and behavioural data.
ii. Microsoft Clarity
Purpose: Provides behavioural analytics through anonymized session recordings and heatmaps to visualize user interaction.
Data Processed: Mouse movements, clicks, scrolling behaviour, and device/browser specifics.
B. Functional and User Experience
These technologies enable specific functions on the Website, such as video playback, to enhance your browsing experience.
YouTube (Embedded Video)
Purpose: Allows you to watch embedded video content directly on the Website. YouTube may set cookies to track video views, bandwidth, and user preferences.
Data Processed: Video viewing history, bandwidth metrics, and device identifiers.
C. Customer Relationship & Lead Management (Consent-Based)
These technologies trigger only when you actively choose to interact with them, such as by submitting a contact form.
HubSpot
Purpose: Manages contact form submissions and stores user-provided information for lead management and customer communication.
Data Processed: Name, email address, company details (as provided by you), and tracking data linked to form interactions.
V. How to Reject or Delete Cookies
You can configure your browser to notify you before a cookie is stored, giving you the opportunity to accept or reject it. Most browsers also allow you to disable or delete cookies entirely through their settings.
Because cookies enable certain Website features and improve your browsing experience, we recommend that you leave them enabled where possible.
However, if you delete cookies or choose not to accept them, some Website features may not function correctly, your preferences may not be saved, and certain pages may not display as intended.
VI. Cookie Retention
Cookies placed on your device are retained for varying periods depending on their purpose and classification. We apply the following retention principles:
Strictly Necessary Cookies: These cookies are retained only for the duration required to enable core Website functionality. Most are session cookies that are automatically deleted when you close your browser. Where persistent, they are retained for no longer than 12 months, unless a shorter duration is technically feasible.
Functional Cookies: These cookies remember your preferences and choices and are typically stored for 6 to 12 months, or until you withdraw your consent, whichever occurs earlier.
Analytics / Performance Cookies: These cookies help us analyse Website usage and improve performance. They are generally retained for up to 24 months, subject to anonymization or aggregation where applicable.
Advertising / Targeting Cookies: These cookies track browsing behaviour to deliver relevant advertisements. They are typically retained for up to 13 months, unless you withdraw your consent earlier.
Third-Party Cookies: Where cookies are set by third-party providers, retention periods are determined by those providers. We recommend reviewing their respective privacy or cookie policies for further details.
Below is the detailed inventory table for your reference.
Cookie NameProviderPurposeTypeRetention Period
_gaGoogle AnalyticsDistinguishes users for analytics reporting.Analytics2 years
_ga_*Google AnalyticsMaintains session state and tracks user interactions.Analytics2 years
_gidGoogle AnalyticsIdentifies users for usage tracking.Analytics24 hours
_gatGoogle AnalyticsThrottles request rate.Analytics1 minute
_gcl_auGoogle Analytics / AdsMeasures ad campaign effectiveness.Marketing3 months
_cl_idMicrosoft ClarityIdentifies users for behavioral analytics.Analytics1 year
_cl_sMicrosoft ClarityTracks session activity.Analytics30 minutes
_cl_skMicrosoft ClarityStores page view/session data.Analytics1 day
CLIDMicrosoft ClarityIdentifies first-time Clarity users.Analytics1 year
MUIDMicrosoftIdentifies unique web browsers.Marketing1 year
YSCYouTubeTracks user interactions with embedded videos.MarketingSession
VISITOR_INFO1_LIVEYouTubeTracks bandwidth and user preferences.Marketing6 months
PREFYouTubeStores user preferences (e.g., language).Functional8 months
VISITOR_PRIVACY_METADATAYouTubeStores consent and privacy choices.Functional~6 months
__hs_opt_outHubSpotRemembers opt-out preferences for tracking.Functional6 months
__hstcHubSpotTracks visitors and sessions.Analytics13 months
hubspotutkHubSpotTracks visitor identity and form submissions.Analytics13 months
__hsscHubSpotTracks sessions.Analytics30 minutes
__hssrcHubSpotDetermines whether the visitor restarted the browser.AnalyticsSession
messagesUtkHubSpotRecognizes returning chat users.Functional6 months
VII. How to Manage and Control Cookies
You have complete control over how cookies are used on your device:
  • Our Cookie Consent Banner: When you first visit our Website, you can choose to "Accept All", "Reject All" (non-essential cookies), or customise your cookie preferences by category.
  • Browser Settings: You can configure your internet browser to refuse all cookies, block third-party cookies, or automatically delete cookies when you close your browser.
  • Universal Opt-Out Mechanisms: You may install browser extensions such as the Google Analytics Opt-out Browser Add-on or enable Global Privacy Control (GPC) within your browser settings. Where required by applicable law, we honour GPC signals. Certain cookies may constitute the "sale" or "sharing" of personal information under California privacy laws, and you have the right to opt out of such sale or sharing.
VIII. How to Contact Us
If you have any questions or concerns about this Cookie Policy or its implementation, please contact us at:
IX. Changes to this Cookie Policy
We may update this Cookie Policy from time to time to reflect changes in our practices, technologies, legal requirements, or third-party service providers.
Any changes will be posted on this page together with the updated effective date. We encourage you to review this Cookie Policy periodically to stay informed about how we use cookies and similar technologies.