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Privacy Policy

Analytics wording and Ahrefs setup checked: 16 September 2026. Contact wording updated: 13 September 2026. Other processor details last checked: 12 August 2026.

Who we are

CremationCompare is an independent price comparison website for direct cremation services in the United Kingdom. We are not a funeral director and do not provide funeral services directly. The CremationCompare site operator is the controller for the contact and analytics processing described here.

What information we collect

We collect information you voluntarily provide through our contact form:

  • Your email address
  • Any optional message you include
  • The page or provider listing your message relates to, so we can understand a comparison enquiry or correction

Please do not submit medical information or other sensitive personal details. Our contact endpoint temporarily uses the request IP address for an in-memory abuse limit of three attempts in 15 minutes. The IP is not put in the message, analytics or application logs and the limiter is not a persistent database.

Website analytics

We use Vercel Web Analytics for basic aggregate statistics about use of this site. It does not set cookies or track visitors across different websites or days. Vercel creates a daily hash from request information, discards the visitor session after 24 hours and provides aggregate page, referrer, coarse location, device and browser reports. You can turn this basic analytics off at any time in the cookie policy.

Google Analytics 4 remains optional and stays off unless you select "Allow optional analytics". If allowed, GA4 uses first-party identifiers and records pages, events, device/browser information, a cleaned referrer and approximate geography. Ahrefs page-view analytics requires a fresh optional choice under the updated notice. Its official script runs in an isolated frame without access to our main page, links or enquiry fields. It receives only public canonical page URLs without query strings or fragments, no referring URL, and normal browser request information such as IP address and device details. This limited setup does not track link clicks or form submissions. It does not change external SEO or site-audit checks of public pages.

With optional analytics permission, the browser sends fixed journey events to Vercel Web Analytics and GA4 for comparison-help links, exits to provider websites and contact-form stages (visible view, first interaction, submission attempt, success or a fixed error category). Delivery is best-effort, so these are not records of message delivery. Event-specific properties are limited to a fixed page placement, contact-page type and, where relevant, a public provider slug. They never include an email address, message, postcode, form response, request reference, destination URL or free-text value. Page context sent separately to GA4 has query strings and fragments removed. Vercel page and event URLs are cleaned in the browser in the same way; where its browser hook cannot safely replace a referrer containing a query or fragment, we suppress that event. Ahrefs is not used for these journey events.

How we use your information

  • Contact messages: We use your email and message to respond to your request.
  • Comparison enquiries only: Messages go to the CremationCompare team. We do not automatically forward contact-form enquiries or contact details to funeral providers.
  • Basic analytics: We use aggregate Vercel reports only to understand and improve this website.
  • Optional analytics: With consent, we use GA4, isolated Ahrefs page views and fixed Vercel interaction events to understand site use and improve content and navigation.

We do not sell contact details or use them for unrelated marketing.

Lawful bases

  • Responding to your enquiry: steps you ask us to take and our legitimate interest in answering site enquiries.
  • Vercel Web Analytics: the PECR statistical purposes exception for aggregate statistics used solely to improve this service, with a simple free right to object. To the extent UK GDPR applies before aggregation, we rely on our legitimate interest in measuring and improving the site, balanced by data minimisation and that opt-out.
  • GA4, isolated Ahrefs page views and optional Vercel interaction events: your consent. Refusing optional or all analytics does not affect access to the site or contact form.
  • Short-lived abuse protection: our legitimate interest in protecting the contact endpoint.

Data storage and security

Contact messages are not written to a CremationCompare leads database. The Vercel contact function sends the message to a Supabase Edge Function in London (eu-west-2), which passes it to Resend for email delivery to team Gmail inboxes. Resend states that account and email data are stored in the United States and that email data is retained for 30 days. Gmail is operated on Google's global infrastructure; we cannot describe the inbox as EU-hosted.

Messages are kept while the enquiry and any follow-up are handled. Inbox deletion is currently manual, not automatic; messages are reviewed for deletion with a target maximum of 12 months. If you want a message deleted sooner, contact us at the address below. If you visit a provider's website and contact them directly, their own privacy notice applies to the information you give them.

This Vercel project does not set a function region. Vercel documents Washington, DC (iad1) as the default function region and uses a global delivery network, so request data may be processed outside the UK. HTTPS is used in transit.

Analytics retention and processors

  • Vercel Web Analytics: Vercel says its cookie-free visitor hash and session expire after 24 hours and that it stores only anonymised aggregate analytics data. Aggregate reports remain available in the project according to its Vercel plan.
  • Google Analytics: the property is configured for two-month event-data retention and 14-month user-data retention, with reset on new activity. Google notes that aggregate reports may remain after event-level data expires.
  • Ahrefs visitor analytics: optional, isolated page-view and daily visitor statistics. Ahrefs says it does not store raw IP addresses and changes its visitor-hash salt daily. Aggregate reports remain separate from individual identification. Our setup omits referral sources, clicks and form events; historical reports are not changed.
  • Vercel: website hosting, global content delivery and the contact API.
  • Supabase: the contact Edge Function, observed in the London region.
  • Resend: transactional email delivery, US storage and 30-day email-data retention.
  • Google Gmail: team receipt, response and manual retention of contact messages.

Processor and analytics sources checked 12 August 2026: ICO statistical purposes guidance, Vercel Web Analytics privacy, Google Analytics retention, Ahrefs Web Analytics, Vercel function regions, Resend regions and Resend retention.

Your rights

Under UK GDPR, you have the right to:

  • Request access to your personal data
  • Request correction or deletion of your data
  • Object to processing of your data
  • Withdraw analytics consent
  • Complain to the Information Commissioner's Office

To exercise any of these rights, contact us at hello@cremationcompare.co.uk.

Cookies

We do not use advertising cookies. Vercel's basic aggregate analytics is cookie-free and can be turned off. GA4 cookies, isolated Ahrefs page views and optional interaction measurement stay off until consent. Older optional choices do not enable the restored Ahrefs setup without a fresh choice. Optional analytics data can be pseudonymous and may single out a browser or device; we do not describe it as anonymous. See the cookie policy to change any analytics choice and remove accessible GA cookies.

Third-party links

Our site contains links to cremation provider websites. We are not responsible for their privacy practices. Please review their privacy policies before submitting personal information.

Changes to this policy

We may update this policy from time to time. The "last updated" date at the top of this page will always reflect the most recent version.