Last updated 27 May 2026. Version 2.0.
This Cookie Policy explains how FertilitySmart (Cognitive Bioscience Ltd) uses cookies and similar technologies on www.fertility-smart.net. It tells you which cookies we set, why, how long they last, who else they involve, and how you control them.
This policy works alongside our Privacy Policy, which explains how we handle the personal data we collect through these cookies and through your other interactions with the site.
1. What cookies are
A cookie is a small text file that a website stores in your browser. Cookies let a website remember things about your visit — for example what is in your basket, whether you are logged in, or whether you have already accepted our cookie banner. Some cookies are essential for the site to work; others are optional and only set if you give consent.
This policy uses “cookies” as shorthand for cookies and similar technologies, including local storage, pixels, and beacons.
2. Your consent
When you visit our site for the first time, you see a cookie banner. The banner gives you granular options:
- Strictly necessary cookies are set automatically — the site cannot function without them, and PECR (the Privacy and Electronic Communications Regulations) does not require your consent for these.
- Functional, analytics, and marketing cookies are only set if you accept them. You can accept all, reject all, or choose categories individually.
You can change your choices at any time using the cookie preferences link in the footer of every page. Withdrawing consent does not affect any processing carried out before the withdrawal.
3. Categories of cookies we use
The cookies we use fall into four categories. The next sections list the specific cookies in each category, what they do, how long they last, and the third party (if any) involved.
3.1 Strictly necessary cookies (no consent needed)
These cookies are essential for the site to work. They include cookies that maintain your basket, manage secure checkout, remember your cookie-banner choice, and protect against cross-site request forgery.
- Session cookies (BigCommerce) — basket contents, session state. Retention: until you close your browser.
- Cart cookies (BigCommerce) — persistent basket across visits. Retention: 30 days.
- Cookie-banner choice cookie — remembers your consent choices so we don’t ask again on every page. Retention: 12 months.
- Security cookies — cross-site request forgery (CSRF) protection. Retention: session.
3.2 Functional cookies (consent required)
These cookies improve usability but are not strictly necessary — for example remembering preferences like currency or language.
- Preference cookies (BigCommerce) — remember currency, language, sort order. Retention: 12 months.
- Live-chat / push-notification cookies (Reamaze) — recognise repeat chat participants. Retention: up to 12 months. Third party: Reamaze.
3.3 Analytics cookies (consent required)
These cookies help us understand how visitors use the site so we can improve it.
- _ga, _ga_* (Google Analytics) — distinguish unique visitors. Retention: up to 14 months. Third party: Google.
- _gid (Google Analytics) — distinguish users within a 24-hour window. Retention: 24 hours. Third party: Google.
- _gat (Google Analytics) — throttle request rate to limit data volume. Retention: 1 minute. Third party: Google.
- Google Tag Manager cookies — manage the deployment of other analytics and marketing tags. Retention: session or short-term. Third party: Google.
3.4 Marketing cookies (consent required)
These cookies allow advertising platforms to recognise repeat visitors and to measure the effectiveness of our ads. We only set them with your consent.
- _fbp, fr (Facebook Pixel) — measure conversion from Facebook and Instagram ads. Retention: 90 days. Third party: Meta.
- _uetsid, _uetvid (Microsoft Advertising) — measure conversion from Microsoft ads (if running). Retention: up to 13 months. Third party: Microsoft.
- Twitter Pixel cookies — measure conversion from X (Twitter) ads. Retention: up to 13 months. Third party: X Corp.
- Google Ads conversion cookies — measure conversion from Google Ads. Retention: up to 90 days. Third party: Google.
- Klaviyo cookies — recognise repeat browser sessions for email marketing personalisation (only if you have opted in to marketing). Retention: up to 12 months. Third party: Klaviyo.
- PayPal Tag Manager cookies — measure conversion from PayPal-promoted purchases. Retention: session or short-term. Third party: PayPal.
4. How to change or withdraw your consent
You can change your consent at any time:
- On our site: click the “Cookie preferences” link in the footer of every page. Your updated choice takes effect immediately.
- In your browser: you can also accept, block, or delete cookies through your browser settings — see Section 5.
- For marketing emails: marketing cookies and marketing emails are separate consents. To stop marketing emails, use the unsubscribe link in any marketing email or email customerservice@fertility-smart.net.
5. Browser-level controls
You can also control cookies through your browser. Below are the settings pages for the most-used browsers:
Blocking strictly necessary cookies may stop parts of the site from working — in particular the basket and checkout. Blocking other cookies will not prevent you from buying from us; we may collect less detailed analytics about your visit.
6. Third-party cookies and international transfers
Some of the cookies above are set by third parties — for example Google, Meta, X, Microsoft, Klaviyo, PayPal, Reamaze. These third parties may transfer the resulting data outside the United Kingdom, particularly to the United States. We rely on the safeguards set out in Section 7 of our Privacy Policy for any international transfer.
7. Children
This website is not aimed at people under 18, and we do not knowingly set non-essential cookies for visitors who appear to be children. If you believe we have done so, please email the contact below and we will look into it.
8. Changes to this policy
We may update this Cookie Policy when our cookies change, when a third party changes its practices, or when the law changes. The “Last updated” date at the top of this page shows when the most recent version came into effect. If we add a new category of cookie or a new third party, you will see an updated banner asking for fresh consent.
9. How to contact us
For any question about this Cookie Policy or about a specific cookie:
- Email: customerservice@fertility-smart.net (please put “Cookies” in the subject line)
- Post: Privacy Officer, Cognitive Bioscience Ltd, 1 Coldbath Square, London EC1R 5HL, United Kingdom
For your wider privacy rights and how we use the data behind these cookies, please see our Privacy Policy. To complain to the regulator, see the ICO contact details in Section 15 of the Privacy Policy.