It does not include any personally identifying information about you or your location, and all data is collected in an anonymised form.
It does include:
We use this information to help us improve our website by identifying ways in which your experience could be better and to improve your user experience. We will not contact you regarding this data, or use the data to identify you. This information is collated using Google Analytics, and used for remarketing purposes through Google AdWords and other third party services. Google does not share this data with any other entity.
If you do not want this data to be collected by ourselves and Google, you can opt out of all Google Analytics HERE
In addition, most web browsers allow some control of most cookies through the browser settings. To find out more about cookies, including how to see what cookies have been set and how to manage and delete them, visit www.allaboutcookies.