Analytics Overview

AerialPS uses two primary analytics tools, both managed through a single Google Tag Manager (GTM) container:

1. Microsoft Clarity
2. Google Analytics

Note

Any additional analytics tools introduced in the future must be documented in aerialps.com/privacy-policy - including what data they collect and how it is used.

Google Tag Manager

GTM acts as the orchestration layer for all analytics scripts. Rather than initialising each tool individually and managing consent separately, everything flows through a single GTM snippet.

For further reading: tagmanager.google.com

Consent management

Consent is centralised inside the <BlackBoxLayout /> component. All cookies on AerialPS are non-essential marketing cookies, so no analytics fire until the user explicitly accepts.

This means:

• No scripts break the site if consent is declined
• No functionality is gated behind consent
• The GTM container handles start/stop for all tools automatically

Consent storage

User consent is persisted in localStorage. This is intentional — it is cheap, efficient, and persistent across sessions, so users are not shown the consent banner on every visit.

Reference: MDN - Window.localStorage

Specific implementation details are in the code repository inside <BlackBoxLayout />.

Data available per tool

Microsoft Clarity

• Session Recordings
• Heatmaps
• Session Events
• Insights
• AI Overviews
• Errors

Google Analytics

• Ranking Status (aggregated by Google regardless of consent)
• Session Graphs

Cloudflare

• Raw visitor counts (repeat, bots, non-bots)
• Bandwidth usage
• Page performance statistics (speed, LCP, cache hits)

Tip

Cloudflare analytics are decoupled from the GTM consent manager. They provide auxiliary infrastructure data and are the most accurate source for raw performance metrics.

Priority for tracking progress

For business and marketing purposes, prioritise Microsoft Clarity and Google Analytics. Cloudflare data is secondary and infrastructure-focused.