This Cookie Policy explains what cookies are, which ones falllabs.com uses, and how you control them. The short version: a small number of cookies are required to make the site work and to remember your choices. In the United States, analytics cookies are on unless you turn them off. Everywhere else, they are set only if you say yes. Advertising cookies are set only if you say yes.
Effective date: October 7, 2026
Updated October 7, 2026: we added the entry for the security check on our forms.
Updated October 6, 2026: for visitors in the United States, analytics cookies are now on when you arrive, and you can turn them off at any time from the cookie settings. Advertising cookies are still set only if you accept them.
What cookies are
Cookies are small text files a website stores on your device to remember things between pages and visits. Some are set by the site you are visiting, and some are set by other services that site uses. Similar technologies, such as local storage and tracking pixels, work the same way, and this policy covers them too.
How your choices work on this site
When you first visit from the United States, analytics is on and advertising cookies are off. A banner tells you this and lets you turn analytics off, accept advertising cookies, or choose by category. If you visit from anywhere else, analytics is also off until you accept it. No advertising cookie is set unless you accept, and turning analytics off does not change what you can see or do on the site. While analytics is off, Google Analytics still sends a cookieless signal each time a page loads or an action such as submitting the email form is completed. That signal sets no cookie and stores nothing on your device, and Google may use these signals to estimate totals. Whether analytics is on or off, what Google receives includes the address of the page. If you arrived by clicking a Google, Meta, or LinkedIn ad, the address of the page you land on can include that company’s ad-click identifier. Your choice is remembered by a consent cookie so you are not asked again on every visit. You can change your mind at any time: change your cookie settings.
Cookies we use
The tables below describe every category in use. Google, Meta, and LinkedIn set the names and durations of their own cookies, which can change as their services update; where they do, the tables here are updated to match.
Strictly necessary
Required for the site to function, stay secure, and remember your consent choice. These do not require consent.
| Purpose | Set by | Duration |
|---|---|---|
| Stores your cookie consent choices | Our consent management provider | Up to 12 months |
| Records which cookie categories you allowed, so the tools this site runs can honor the choice | Fall Labs | Up to 12 months |
| Records the result when a request is challenged as automated traffic | Our security service | Session, up to a few days |
| Part of the security check on our forms. A local storage entry, not a cookie, that Cloudflare writes in your browser when you start to use a form. | Cloudflare | No set expiry. It remains until Cloudflare’s script or your browser removes it, or you clear your site data. |
| Keeps site administrators signed in. Never set for ordinary visitors | Fall Labs | Session, up to 14 days |
Analytics (in the United States, on unless you turn it off; elsewhere, only if you accept)
Help us understand how the site is used: pages visited, how visitors arrive, approximate location, device and browser type.
| Cookie | Set by | Purpose | Duration |
|---|---|---|---|
_ga | Google Analytics | Distinguishes one visitor from another | 2 years |
_ga_* | Google Analytics | Keeps track of a single visit (session) | 2 years |
| Session storage (not a cookie) | Fall Labs | Remembers the page you started on and the link that brought you here, so a form you send can note it. Written only if you accept in the banner | Until you close the tab |
| No cookie (a request sent with each page view) | Our social media analytics service | Shows us which of our social media posts bring people to the site. Runs only if you accept in the banner | Nothing stored on your device |
Advertising (consent required)
Measure whether Fall Labs advertising leads to visits and signups, and allow Fall Labs advertising to be shown on Google, Meta, and LinkedIn services to people who have visited this site.
| Cookie | Set by | Purpose | Duration |
|---|---|---|---|
_gcl_au | Google Ads | Links a click on a Fall Labs ad to a later action on this site | 3 months |
_gcl_aw, _gcl_gs, and _gcl_ls (local storage) | Google Ads | Stores the identifier of the ad click that brought you here | 3 months |
| Cookies on Google’s own domains | Ad measurement and remarketing across Google services. Names and durations are set by Google and documented in its cookie policy | Up to 13 months | |
_fbp | Meta Pixel | Identifies your browser so Meta can measure visits and actions that follow a Fall Labs ad | 90 days |
_fbc | Meta Pixel | Stores the identifier of the Meta ad click that brought you here. Set only when you arrive from a Meta ad | 90 days |
lastExternalReferrer, lastExternalReferrerTime, and multiFbc (local storage) | Meta Pixel | Remember the last outside site that sent you here and when, and, after a Meta ad click, the identifiers of recent Meta ad clicks, for ad measurement | Until you clear them in your browser |
fr (on facebook.com) | Meta | Used by Meta for advertising and ad measurement on its services | 90 days |
li_fat_id | LinkedIn Insight Tag | Stores the identifier of the LinkedIn ad click that brought you here, to measure that ad and show Fall Labs advertising to people who have visited this site. Set only when you arrive from a LinkedIn ad | 30 days |
li_adsId (local storage) | LinkedIn Insight Tag | A LinkedIn advertising identifier used to measure advertising | Until you clear it in your browser |
bcookie (on linkedin.com) | Identifies the browser, which LinkedIn uses to detect abuse | 1 year | |
bscookie (on linkedin.com) | Remembers that a signed-in LinkedIn member has completed two-step verification | 1 year | |
li_sugr (on linkedin.com) | Used by LinkedIn to make a probabilistic match of a visitor’s identity | 90 days | |
UserMatchHistory (on linkedin.com) | Records when LinkedIn last synced advertising identifiers, so the sync is not repeated | 30 days | |
AnalyticsSyncHistory (on linkedin.com) | Records when LinkedIn last synced its analytics data | 30 days | |
lidc (on linkedin.com) | Selects the LinkedIn data center that handles the request | 1 day | |
__cf_bm (on linkedin.com) | Detects automated traffic to LinkedIn | 30 minutes |
Functional (consent required)
None at this time. If we add a feature that needs one, such as remembering a preference across visits, it will appear here first.
Managing cookies
- On this site: change your cookie settings at any time.
- In your browser: every major browser lets you block or delete cookies for any site. Blocking strictly necessary cookies may mean the consent banner appears on every visit.
- With Google: Ads Settings controls advertising personalization across Google services, and the Google Analytics opt-out add-on stops Analytics on every site you visit.
Changes and contact
We update this policy when our cookie use changes, and the effective date above reflects the latest version. Related reading: our Privacy Policy.
Fall Labs LLC
8990 Kirby Dr, Suite 220, Houston, TX 77054 USA
Email privacy@falllabs.com or call 1-888-313-LABS.