Serve First Cookies Policy

Effective date: 29 July 2026

This Cookies Policy explains how Serve First CX Limited ("we", "us", or "our") uses cookies and similar technologies on our website www.servefirst.ai ("Website").

What are cookies?

Cookies are small text files placed on your device when you visit a website. They are used to make websites work more efficiently, provide functionality, analyse traffic, and personalise content.

How we use cookies

We use cookies to:

  • Ensure the Website operates correctly (essential cookies)
  • Analyse and improve performance (analytics cookies)
  • Remember your preferences (functional cookies)
  • Enable third-party services (e.g. embedded video or support tools)
  • Deliver personalised advertising and marketing messages (where consent is given)
  • Track user behaviour and session recordings to improve the user experience (Microsoft Clarity)
  • Measure the effectiveness of our Google Ads campaigns and attribute conversions
  • Manage and deploy third-party scripts via Google Tag Manager
  • Monitor website indexing and search performance via Google Search Console
  • Track and manage leads and marketing contacts via HubSpot

Types of cookies we use

Cookie NameProviderTypePurposeDuration
Strictly Necessary
__cfduidCloudflare / VercelStrictly NecessaryUsed to detect malicious visitors and reduce the chance of blocking legitimate users.1 month
_vercel_jwtVercelStrictly NecessaryUsed for authentication on password-protected Vercel deployments.Session
Google Tag Manager
_gaGoogle (via GTM)Performance / AnalyticsRegisters a unique ID used to generate statistical data on how the visitor uses the website.2 years
_gidGoogle (via GTM)Performance / AnalyticsRegisters a unique ID used to generate statistical data on how the visitor uses the website.24 hours
_gatGoogle (via GTM)Performance / AnalyticsUsed to throttle request rate.1 minute
Google Search Console
NIDGoogle Search ConsoleFunctionalityRegisters a unique ID to remember user preferences and information for Google services.6 months
1P_JARGoogle Search ConsolePerformance / AnalyticsUsed by Google to gather website statistics and track conversion rates.1 month
Google Ads
_gcl_auGoogle AdsMarketing / Third-PartyUsed by Google Ads to store and track conversions.90 days
IDEGoogle Ads (DoubleClick)Marketing / Third-PartyUsed by Google DoubleClick to register and report actions taken after viewing or clicking one of the advertiser's ads.13 months
Microsoft Clarity
_clckMicrosoft ClarityPerformance / AnalyticsPersists the Clarity User ID and preferences, unique to that site, on the browser.1 year
_clskMicrosoft ClarityPerformance / AnalyticsConnects multiple page views by a user into a single Clarity session recording.1 day
CLIDMicrosoft ClarityPerformance / AnalyticsIdentifies the first time Clarity saw this user on any site using Clarity.1 year
HubSpot
hubspotutkHubSpotMarketing / Third-PartyKeeps track of a visitor's identity. Passed to HubSpot on form submission and used for de-duplication of contacts.13 months
__hstcHubSpotMarketing / Third-PartyMain cookie for tracking visitors. Contains the domain, initial timestamp, last timestamp, current timestamp, and session number.13 months
__hsscHubSpotMarketing / Third-PartyKeeps track of sessions. Used to determine if the session number and timestamps in the __hstc cookie should be incremented.30 minutes
__hssrcHubSpotStrictly NecessaryWhenever HubSpot changes the session cookie, this is set to determine if the visitor has restarted their browser.Session

Consent and control

We only set non-essential cookies (like analytics or functionality cookies) with your consent.

You can:

  • Accept or reject cookies when you first visit the site.
  • Control cookies via your browser settings.

Blocking certain cookies may affect your experience on our site.

More information

To find out more about cookies and how to manage or delete them, visit:

Contact us

If you have any questions about this Cookies Policy or our data practices, contact:

dpm@servefirst.ai