Cookie Policy

1. Introduction

This Cookie Policy explains how At Beyond Limited (trading as At The Beyond — "we", "us", "our") uses cookies and similar technologies on atthebeyond.com.

Read this Policy alongside our Privacy Policy, Website Terms and Conditions, AI Transparency Policy, and Responsible AI Policy.

We use cookies in line with UK law, including the Privacy and Electronic Communications Regulations 2003 (PECR) (as amended by the Data (Use and Access) Act 2025), the UK GDPR, and the Data Protection Act 2018, together with the EU GDPR and ePrivacy rules where they apply.

2. What cookies are — and what else this Policy covers

Cookies are small text files placed on your device when you visit a website. They — together with related technologies such as local storage, pixels, and software development kits — help websites work, remember your choices, and measure how people use them.

This Policy covers all of those technologies, not only cookies. The Privacy and Electronic Communications Regulations 2003 apply to storing information on your device, or reading information already stored there, whichever technology is used. Some of the tools described below store nothing at all; others store an identifier in local storage rather than in a cookie. All are listed here on the same basis.

Cookies can be:

• First-party — set by At The Beyond directly through our website domain.
• Third-party — set by services we use (for example, analytics platforms or hosting providers).

Cookies and identifiers do not normally identify you by name on their own, but they can become personal data when combined with other information (for example, an IP address or device identifier). When that is the case, we handle them in line with our Privacy Policy.

3. The cookie categories we use

3.1 Strictly necessary cookies (always on)

Purpose: Core website operation, security, and remembering your cookie choices.

What they do:

• Deliver pages requested by your browser and balance load across our hosting infrastructure (Vercel).
• Protect the site against malicious traffic, abuse, and basic bot activity.
• Remember your cookie consent state so we do not keep asking on every page.

Consent required: No — these are required to provide the website you have asked for.

3.2 Analytics cookies (consent required)

Purpose: Help us understand, in aggregate, how the site is used so we can improve it.

Where you give consent, Google Analytics 4 collects:

• Pages visited and navigation paths
• Time on page and basic interactions
• Device, browser, and operating system characteristics
• Approximate location (city or country level, derived from IP)
• Traffic source and referrer

We have configured Google Analytics 4 to use IP address handling that does not store the full IP, with a short data retention period and without Google Signals or advertising-personalisation features.

Consent required: Yes.

We also use Vercel Web Analytics, a cookieless measurement tool that runs whether or not you accept analytics cookies. It is described separately in section 4.6, along with the reasons it does not depend on your consent.

3.3 Functional cookies (consent required where not essential)

Purpose: Improve the experience by remembering preferences or supporting opt-in features.

At the time of writing, At The Beyond does not deploy non-essential functional cookies. If we add features such as embedded video players, interactive demos, or saved preferences, we will update this Policy and request consent where required.

Consent required: Yes — unless strictly necessary for a feature you explicitly request.

3.4 Marketing, measurement, and visitor identification (consent required)

Purpose: Understand how professional audiences engage with our content, which channels bring enquiries, and which organisations are researching us.

Where you accept marketing cookies, we run four third-party tags. Two of them measure advertising:

• LinkedIn Insight Tag — measures which LinkedIn campaigns lead to enquiries, and allows us to show our services to professional audiences on LinkedIn.
• Google Ads (including the conversion linker) — measures which search and display campaigns lead to enquiries, and supports remarketing to people who have visited the site.

The other two identify visitors rather than measure campaigns:

• Apollo — gives your browser a persistent identifier, records the pages you view, and identifies the organisation you are visiting from.
• Leadfeeder — gives your browser an identifier lasting one year and records the pages you view, again in order to identify the organisation behind a visit.

The purpose of these two is to identify the organisation a visit comes from so that we can follow it up commercially, rather than to count visits in aggregate. This is a standard practice in business-to-business marketing, and we have listed it separately from advertising measurement because it works differently. Neither tool is loaded unless you accept marketing cookies, and what each one stores is listed in section 4.4.

Consent required: Yes.

We do not sell your personal data. Where you accept marketing cookies, LinkedIn and Google may recognise your browser across other sites in their networks in order to measure our campaigns and show you our services, and Apollo and Leadfeeder may recognise it in order to identify your organisation. You can withdraw consent at any time using the Cookie settings link in our footer, and use the provider opt-outs listed in sections 4.3 and 4.4.

4. The specific cookies and stored items in use

This list reflects the cookies we currently use. Exact names and expiries can vary slightly with platform configuration. If you spot a discrepancy, please email privacy@atbeyond.com.

4.1 Strictly necessary

4.2 Analytics — Google Analytics 4

If you accept analytics cookies, Google Analytics 4 sets the following:

• Delivered via: Google Tag Manager, which we use to load and manage tags. Google Tag Manager does not itself set cookies, and it is not loaded at all until you accept analytics cookies.
• Data processor: Google LLC.
• International transfer: processing may take place outside the UK / EEA. Safeguards are described in our Privacy Policy.
• Google privacy information: policies.google.com/privacy
• Google Analytics opt-out: tools.google.com/dlpage/gaoptout

4.3 Marketing and measurement — LinkedIn and Google Ads

If you accept marketing cookies, the following are set. Providers change cookie names and expiries from time to time; the list below reflects our understanding at the effective date of this Policy.

LinkedIn Insight Tag

• Data controller / processor: LinkedIn Ireland Unlimited Company.
• LinkedIn cookie information: linkedin.com/legal/cookie-policy
• LinkedIn advertising opt-out: linkedin.com/psettings/guest-controls/retargeting-opt-out

Google Ads

• Data processor: Google LLC.
• International transfer: processing may take place outside the UK / EEA. Safeguards are described in our Privacy Policy.
• Google advertising controls: myadcenter.google.com

4.4 Visitor identification — Apollo and Leadfeeder

Both of these run only if you accept marketing cookies. They are grouped together because they serve the same purpose — identifying the organisation a visit comes from — although they store what they need in different ways. Apollo uses local storage and sets no cookies; Leadfeeder uses a cookie and keeps a copy in local storage.

Apollo

Each time you open a page — including when you move between pages without the browser reloading — Apollo sends the following to aplo-evnt.com: the identifier above, the full web address of the page including anything after the ?, the site that referred you, and any utm_ campaign parameters in the address. Your IP address is visible to Apollo as part of making that request, and is what allows the organisation behind a visit to be identified.

The identifier has no expiry date. Deleting cookies will not remove it; clearing site data for atthebeyond.com in your browser will.

• Data processor: Apollo.io, Inc.
• International transfer: processing takes place outside the UK / EEA. Safeguards are described in our Privacy Policy.
• Apollo privacy information: apollo.io/privacy-policy

Leadfeeder

Note the second row: Leadfeeder keeps a copy of its identifier in local storage as well as in the cookie, and restores one from the other. Deleting the _lfa cookie alone will therefore not reset it; clearing site data for atthebeyond.com will.

Each time you open a page, Leadfeeder sends to tr.lfeeder.com: the identifier, the full web address and title of the page, and the site that referred you. As with Apollo, your IP address is what makes the organisation lookup possible. Where you have also accepted analytics cookies, Leadfeeder additionally collects the Google Analytics client identifier from your browser, which links the two sets of records together.

• Data processor: Leadfeeder (Dealfront).
• International transfer: processing may take place outside the UK / EEA. Safeguards are described in our Privacy Policy.
• Leadfeeder privacy information: leadfeeder.com/privacy

Turning both off. Withdrawing marketing consent through the Cookie settings link in our footer stops both tools and deletes what they have stored on your device. Clearing site data for atthebeyond.com in your browser has the same effect on the stored identifiers.

4.5 Hosting — Vercel

Our website is hosted on Vercel. Vercel may set first-party cookies and process limited log data (for example, IP, user agent, request metadata) to deliver, secure, and operate the site.

• Vercel privacy information: vercel.com/legal/privacy-policy

4.6 Cookieless measurement — Vercel Web Analytics

We use Vercel Web Analytics to understand how many people visit the site and which pages they read. It sets no cookies and stores nothing on your device.

Instead of a cookie or other persistent identifier, Vercel counts visitors using a hash derived from the incoming request, which is discarded after 24 hours. It collects no identifier that could follow you to another website, and it cannot be used to reconstruct your browsing across sites or to identify you personally.

The information recorded with each page view is:

Consent required: No — and it is worth explaining why, since everything else on this page works the other way.

The consent rules in the Privacy and Electronic Communications Regulations 2003 apply to storing information on your device, or reading information already stored there. Vercel Web Analytics does neither, so those rules are not engaged. The Data (Use and Access) Act 2025 also permits limited statistical measurement of this kind for improving a service. We have taken the view that a tool which sets nothing, stores nothing, and cannot identify you is better run for all visitors than presented as a choice that makes no practical difference to your privacy.

This also means our visitor numbers are complete rather than counting only the people who accepted cookies — which is precisely why we use it alongside Google Analytics 4 rather than instead of it.

If you would prefer not to be counted at all, blocking JavaScript for this site in your browser settings will prevent it, as will most tracker-blocking extensions.

• Data processor: Vercel Inc.
• International transfer: processing may take place outside the UK / EEA. Safeguards are described in our Privacy Policy.
• Vercel Web Analytics privacy information: vercel.com/docs/analytics/privacy-policy

5. First-party vs third-party cookies

First-party cookies are set by At The Beyond and used for site operation, consent state, and (where you consent) analytics, conversion measurement, and visitor identification. Third-party cookies are set by providers we have integrated — Google for analytics and advertising, and LinkedIn for campaign measurement and advertising. We do not allow third parties to place non-essential cookies on the site unless you have given consent.

The first-party and third-party distinction describes where an item is stored, not where the data is sent. Apollo and Leadfeeder store their identifiers first-party, under our own domain, but send what they record to their own systems. An item listed as first-party in the tables above does not necessarily stay with us.

6. How to manage your cookie preferences

6.1 On our website

Our consent banner is live. It appears on your first visit, and again once a stored choice has expired, before any non-essential cookie or tag is loaded. It offers:

• Accept all — enables all categories.
• Reject all — keeps only strictly necessary cookies. The "Reject all" option is presented at the same size and prominence as "Accept all", in line with ICO guidance.
• Manage preferences — turn individual categories on or off.

You can change your choice at any time using the Cookie settings link in the website footer.

Turning a category on takes effect immediately. Turning a category off reloads the page, so that anything already running in your browser stops at once rather than continuing until your next visit. We also delete what the category had stored: for analytics, the _ga and _ga_* cookies in section 4.2; for marketing, the Apollo and Leadfeeder identifiers in section 4.4, in both cookie and local-storage form.

This deletion is particularly relevant to the items in section 4.4. Apollo's identifier has no expiry date, and Leadfeeder restores its cookie from local storage, so without an explicit deletion a visitor who withdrew consent and later accepted again would be reconnected to the records held against the earlier identifier.

Until you make a choice, only strictly necessary cookies are set. Analytics, marketing, and visitor-identification tags are not loaded at all — rather than loaded in a disabled state — so nothing in sections 4.2 to 4.4 is created, and no data is sent to Google, LinkedIn, Apollo, or Leadfeeder. This applies however you arrive at the site, and whether or not JavaScript is enabled in your browser.

The one thing the banner does not control is the cookieless measurement described in section 4.6, which runs for all visitors because it sets nothing on your device and cannot identify you. Section 4.6 explains how to prevent it if you would rather not be counted.

6.2 In your browser

You can also block or delete cookies in your browser settings. The exact steps vary by browser:

• Chrome: Settings → Privacy and security → Cookies and other site data
• Safari: Settings → Privacy → Manage Website Data
• Firefox: Settings → Privacy & Security → Cookies and Site Data
• Edge: Settings → Cookies and site permissions → Cookies and site data

If you block all cookies, parts of the website may not work as intended.

7. Other tracking technologies

We use a small number of related technologies where relevant. Except where noted, these are governed by the same consent choices as cookies:

• Pixels and web beacons in marketing emails (only where permitted) so we can measure delivery and engagement.
• Local storage, which is where Apollo and Leadfeeder keep their identifiers. This is our main non-cookie storage and the specific items are listed in section 4.4: apolloAnonId, <app id>_eventQueue, <app id>_canTrack, liveIntentData, _lfa, and _lfa_expiry. Local storage has no built-in expiry, which is why section 4.4 sets out how to clear it.
• Session storage for preferences or session functionality (where used).
• Server logs from our hosting platform that record technical request data for security and reliability.
• Cookieless page-view measurement, which stores nothing on your device and runs independently of your consent choices — see section 4.6.

8. How long this stays on your device

How long depends on the item:

• Strictly necessary: typically session-based, or up to 12 months for consent state.
• Analytics (Google Analytics 4): typically up to 2 years (_ga and _ga_*).
• Marketing / measurement (LinkedIn, Google Ads): typically 15 minutes to 13 months.
• Leadfeeder: 1 year, in both the cookie and the local-storage copy.
• Apollo: its apolloAnonId identifier has no expiry at all; its other items last 24 hours or until sent.
• Vercel Web Analytics: nothing is stored on your device at all.

Exact expiries are listed in the tables in section 4.

Local storage has no built-in expiry mechanism, so items held there are removed only when something removes them. Withdrawing marketing consent through Cookie settings deletes them, as does clearing site data for atthebeyond.com in your browser. Deleting cookies alone will not.

9. Updates to this Policy

We update this Policy when we change cookie providers, add or remove cookie categories, or introduce new site features that set cookies. If we add new non-essential cookies we will request consent again where required.

10. Children

This website is aimed at professionals and businesses. We do not knowingly use cookies to track children under the age of 18.

11. Contact

• Email: legal@atbeyond.com
• Company: At Beyond Limited (Company No. 17146628)
• ICO registration: ZC187154
• Registered office: 71-75 Shelton Street, Covent Garden, London, United Kingdom, WC2H 9JQ