Cookie policy
Last updated: 19 March 2026
This cookie policy explains how Wipick AB uses cookies and similar technologies on wipick.se. The policy reflects Swedish ePrivacy rules (LEK) and GDPR transparency requirements.
1. What are cookies?
Cookies are small text files stored in your browser. They can be necessary for core functionality, used for analytics, or used for marketing.
2. Legal basis
We apply the Swedish Electronic Communications Act (Lag 2022:482), Chapter 9 Section 28, and GDPR. Necessary cookies are used to provide the service. Analytics and marketing cookies are used only after your consent.
3. Cookies and storage keys we may use
The table lists cookies used today or that may be set when related services are active through Google Analytics (gtag.js), Microsoft Clarity, and/or Google Tag Manager and you have granted consent.
| Category | Cookie/Storage key | Provider | Purpose | Duration | Type | Legal basis | When set |
|---|---|---|---|---|---|---|---|
| Necessary | wipick_cookie_consent | Wipick | Stores your consent choices by category. | 182 days | First-party cookie | Swedish LEK Chapter 9 Section 28 (strictly necessary) and GDPR Art. 6(1)(f) | When you make your choice in the cookie banner. |
| Analytics | _ga | Distinguishes users for aggregated analytics. | Up to 2 years | First-party cookie | Consent under LEK Chapter 9 Section 28 and GDPR Art. 6(1)(a) | Only if analytics is accepted and Google Analytics (gtag.js) or the relevant GTM tag is active. | |
| Analytics | _ga_<id> | Session and event measurement in GA4. | Up to 2 years | First-party cookie | Consent under LEK Chapter 9 Section 28 and GDPR Art. 6(1)(a) | Only if analytics is accepted and Google Analytics (gtag.js) or the relevant GTM tag is active. | |
| Analytics | _gid | Short-term website usage statistics. | 24 hours | First-party cookie | Consent under LEK Chapter 9 Section 28 and GDPR Art. 6(1)(a) | Only if analytics is accepted and Google Analytics (gtag.js) or the relevant GTM tag is active. | |
| Analytics | _clck | Microsoft Clarity | Stores a pseudonymous user ID and preferences to support analytics across visits on the website. | Varies according to Microsoft Clarity standard settings | First-party cookie | Consent under LEK Chapter 9 Section 28 and GDPR Art. 6(1)(a) | Only if analytics is accepted and Microsoft Clarity is active. |
| Analytics | _clsk | Microsoft Clarity | Connects multiple page views into a single Clarity session. | Varies according to Microsoft Clarity standard settings | First-party cookie | Consent under LEK Chapter 9 Section 28 and GDPR Art. 6(1)(a) | Only if analytics is accepted and Microsoft Clarity is active. |
| Analytics | CLID / ANONCHK / MR / MUID / SM | Microsoft | Supports related Clarity and Microsoft analytics functionality, including browser identification and synchronization across Microsoft domains. | Varies according to Microsoft's cookie handling | Third-party cookie | Consent under LEK Chapter 9 Section 28 and GDPR Art. 6(1)(a) | May be set if analytics is accepted and Microsoft Clarity uses related Microsoft functionality. |
| Marketing | _gcl_au | Measures ad performance and attribution. | Up to 90 days | First-party cookie | Consent under LEK Chapter 9 Section 28 and GDPR Art. 6(1)(a) | Only if marketing is accepted and the relevant GTM tag is active. | |
| Marketing | IDE / test_cookie | Serves and measures relevant ads in Google channels. | Up to 13 months | Third-party cookie | Consent under LEK Chapter 9 Section 28 and GDPR Art. 6(1)(a) | Only if marketing is accepted and the relevant GTM tag is active. |
4. Consent and withdrawal
You can change your consent at any time through the Cookie settings link in the website footer.
You can also delete cookies in your browser. Blocking necessary cookies may affect website functionality.
5. Sharing and third-party providers
When you consent to analytics or marketing, data may be processed by Google and Microsoft acting as processors or independent controllers depending on the service and setup.
Microsoft Clarity is used for behavioral metrics, heatmaps, and session replay so we can understand how the website is used and improve content, functionality, and user experience.
We only activate non-necessary categories when consent exists and Google Analytics (gtag.js), Microsoft Clarity, and/or the related GTM tag is active.
More information about Microsoft's data processing is available in the Microsoft Privacy Statement: https://privacy.microsoft.com/privacystatement
6. Contact
For questions about cookies and data protection: privacy [at] wipick.se.