Google Analytics is a powerful tool that tracks and analyzes website traffic to help inform marketing decisions.
Service URL: policies.google.com (opens in a new window)
_gac_
Contains information related to the user's marketing campaigns. This information is shared with Google AdWords / Google Ads when the Google Ads and Google Analytics accounts are linked.
90 days
__utma
ID used to identify users and sessions
2 years since last activity
__utmt
Used to monitor the number of Google Analytics server requests
10 minutes
__utmb
Used to distinguish between new sessions and visits. This cookie is set when the GA.js JavaScript library is loaded and there is no existing __utmb cookie. The cookie is updated every time data is sent to the Google Analytics server.
30 minutes after the last activity
__utmc
Used only with older Urchin versions of Google Analytics, not with GA.js. It was used to distinguish between new sessions and visits at the end of a session.
End of session (browser)
__utmz
Contains information about the traffic source or campaign that directed the user to the website. The cookie is set when the GA.js JavaScript is loaded and updated when data is sent to the Google Analytics server.
6 months since last activity
__utmv
Contains custom information set by the web developer using the _setCustomVar method in Google Analytics. This cookie is updated every time new data is sent to the Google Analytics server.
2 years since last activity
__utmx
Used to determine whether a user is included in an A/B or multivariate test.
18 months
_ga
ID used to identify users
2 years
_gali
Used by Google Analytics to determine which links on a page are being clicked
30 seconds
_ga_
ID used to identify users
2 years
_gid
ID used to identify users for 24 hours after their last activity
24 hours
_gat
Used to monitor the number of Google Analytics server requests when using Google Tag Manager
1 minute
