Legal
Cookie and Tracking Technologies Notice
Effective Date: June 14, 2026
Last Updated: October 15, 2026
This Cookie and Tracking Technologies Notice explains how rskcars.com uses cookies, pixels, tags, SDKs, local storage, session storage, scripts, security tools, analytics tools, advertising tools, and similar technologies.
This Notice is part of the RSK Auto Group Privacy Policy.
1. What Cookies and Tracking Technologies Are
Cookies are small files stored by your browser. Similar technologies, such as pixels, tags, scripts, local storage, and device identifiers, can help websites operate, remember preferences, secure forms, measure traffic, attribute ads, personalize ads, and detect abuse.
Some technologies are necessary for the website to function. Others are used for analytics, advertising measurement, advertising personalization, or social media measurement and can be controlled through .
2. Current Categories
Necessary, Security, and Functionality
Examples: RSK website cookies, privacy-choice storage, the rsk_region cookie that remembers your approximate state or region for consent defaults, Firebase Authentication, Firebase security technologies, Firebase App Check, Google reCAPTCHA, session tokens, anti-abuse tokens, rate-limit records.
Purpose: Operate the website, support navigation, protect forms, reduce spam, secure authentication, remember privacy choices, apply the correct regional consent default, maintain site integrity, and prevent abuse.
Can this be disabled through the privacy tool? No. Necessary, security, and privacy-choice storage cannot be disabled through the website preference center.
Typical retention: Session to 180 days for preference cookies, unless a different provider-controlled security period applies. The rsk_region cookie persists for up to 30 days.
Analytics
Provider examples: Google Analytics 4, Firebase-linked Google Analytics, Google Tag Manager.
Example cookies or identifiers: _ga, _ga_<measurement-id>, analytics event identifiers, consent-mode analytics signals.
Purpose: Measure page navigation, inventory views, vehicle searches, lead-request events, phone clicks, directions clicks, completed vehicle sales that the dealership's CRM matches to an inquiry (not the general contact form), device/browser performance, and website reliability.
Can this be disabled? Yes, through where applicable.
Typical retention: Provider-controlled; Google Analytics cookies may persist according to Google settings and browser limits unless rejected, revoked, blocked, or deleted.
Advertising Measurement
Provider examples: Google Ads (including enhanced conversions), Google Tag Manager, Google Consent Mode.
Example cookies or identifiers: _gcl_*, gclid, gbraid, wbraid, campaign identifiers, conversion measurement signals, and the rsk_attr cookie, our own first-party record of the campaign and click identifiers from your visit.
Purpose: Attribute advertising visits, measure ad performance, support conversion measurement, report lead requests, and improve campaign reporting.
Form values sent? When you submit a vehicle inquiry, visit request, trade-in on a vehicle page, or vehicle request, hashed versions of your email address and phone number can be sent to Google Ads for conversion measurement. Google's tools may also detect an email address, phone number, name, or address typed into a form and use a hashed version.
Can this be disabled? Yes, through where applicable.
Typical retention: Provider-controlled and campaign-dependent; the rsk_attr cookie lasts up to 90 days. First-party advertising cookies are removed or disabled where technically possible when this category is revoked.
Advertising Personalization
Provider examples: Google Ads, Google advertising signals, remarketing or audience tools if enabled.
Purpose: Personalize ads, build or use advertising audiences, retarget visitors, and improve ad relevance where allowed.
Can this be disabled? Yes, through , Global Privacy Control where applicable, and applicable Google ad settings.
Typical retention: Provider-controlled and dependent on campaign and platform settings.
Social Media Measurement
Provider examples: Meta Pixel and Meta Conversions API (events our servers send to Meta).
Example cookies or identifiers: _fbp, _fbc, fbclid, Meta event identifiers, rsk_vid, our own first-party cookie holding a random identifier for your browser that we send to Meta with each event (it contains nothing about you), and _fbi, a session cookie that holds your device's IP address (IPv6 when available) so our servers can pass Meta the same address your browser uses. A session-storage flag records that this lookup has been done. The rsk_attr cookie described above also stores _fbp and _fbc.
Purpose: Measure PageView, ViewContent, Search, AddToWishlist, Lead, Contact (a tap on a phone number), and similar events from your browser and from our servers; attribute Meta ad visits; support advertising measurement; support retargeting or audience tools where allowed.
Form values sent? Events sent from your browser (the Meta Pixel) do not include submitted names, email addresses, phone numbers, or free-text form values. When you submit a vehicle inquiry, visit request, trade-in appraisal on a vehicle page, or vehicle request, the matching event our servers send to Meta can include hashed versions of your email address and phone number, your IP address, your browser's user agent, the page address, the random browser identifier, and a random identifier for the submission, but not your name or message. The general contact form is not reported to Meta, Google Ads, or Google Analytics as a conversion event, and the standalone sell or trade form is not reported to Meta or Google Ads. Credit and employment applications are not sent through the Conversions API. Events from our servers follow the same choices as the Meta Pixel.
Can this be disabled? Yes, through where applicable.
Typical retention: Provider-controlled; the rsk_vid cookie lasts up to 90 days (some browsers shorten that) and the _fbi cookie lasts for the browser session. First-party Meta cookies, including rsk_vid and _fbi, are removed or disabled where technically possible when this category is revoked.
3. Google reCAPTCHA and Firebase Authentication
The website may use Google reCAPTCHA or reCAPTCHA Enterprise to protect forms, authentication, and website security. Firebase Authentication may also use reCAPTCHA or similar verification for phone authentication, email/password authentication protection, and abuse prevention.
reCAPTCHA and authentication-related technologies are used to help distinguish legitimate users from bots, spam, abuse, automated attacks, and suspicious activity. These technologies are treated as necessary security technologies and may operate even when analytics and advertising are rejected.
4. Google Consent Mode
The website may use Google Consent Mode to communicate your choices to Google tags.
When consent is denied for a category, Google tags may operate differently, including by limiting cookies or sending limited cookieless measurement signals where supported. Denying consent is not a guarantee that no technical communication with Google occurs; it means the website will signal your choice and restrict covered storage and covered use according to the implemented consent settings.
5. Regional Defaults and IP-Based Region Detection
The default tracking experience depends on the U.S. state or country your browser appears to be in, approximated from your IP address. We determine this without asking for location permission and store the result in the rsk_region functional cookie (described in Section 2) so the correct default applies on repeat visits without another lookup.
Oregon and Washington (opt-out)
If you appear to be in Oregon or Washington, we use an opt-out model: analytics, advertising measurement, advertising personalization, and social media measurement are permitted by default, and no consent banner is shown. You can opt out at any time through .
California, the rest of the United States, EEA, UK, and Switzerland (opt-in)
If you appear to be in California, any other U.S. state, the EEA, the UK, or Switzerland, we use an opt-in model: a consent banner appears on your first visit, and no non-essential cookies are set until you accept or choose categories. You can accept all, reject non-essential categories, or manage each category. Google tags may still send limited cookieless measurement signals as described in Section 4.
Unknown or undetermined location
If we cannot determine your region, we use the opt-in model and show the consent banner.
IP-based region detection is approximate. Mobile carriers, corporate networks, and VPNs can cause your apparent region to differ from your actual location. We treat the detected region in good faith for consent defaults; your explicit choices in override the detected default.
6. Your Privacy Choices
In opt-in regions, a consent banner lets you accept all categories, reject non-essential categories, or open the preference controls to choose categories individually. In opt-out regions (Oregon and Washington), the banner is not shown and non-essential categories are permitted by default — use the privacy choices control to opt out.
You can change your choices at any time and manage nonessential analytics, advertising measurement, advertising personalization, and social media measurement through:
Your choices are stored in your browser. If you clear cookies, change browsers, use another device, use private browsing, or reset your browser storage, you may need to set your choices again.
7. Global Privacy Control
Where required by law, a valid Global Privacy Control signal is treated as an opt-out of sale, sharing, targeted advertising, advertising personalization, and social media tracking for the browser or device sending the signal.
Global Privacy Control does not disable necessary storage, security technologies, authentication technologies, fraud-prevention tools, or all privacy-limited cookieless measurement.
8. Browser Controls
Most browsers allow you to delete or block cookies. Blocking all cookies may prevent parts of the website from working correctly, including saved privacy choices, login, form protection, and account features.
9. Updates to this Notice
We may update this Cookie and Tracking Technologies Notice as website features, vendors, tags, cookies, laws, and provider settings change.