Google Analytics is a powerful tool that tracks and analyzes website traffic to facilitate informed 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 Google Ads and Google Analytics accounts are linked.
90 days
__utma
Identifier used to identify users and sessions.
2 years after last activity
__utmt
Used to control the number of requests sent to Google Analytics servers.
10 minutes
__utmb
Used to distinguish between new sessions and visits. This cookie is created when the GA.js JavaScript library is loaded and no __utmb cookie already exists. The cookie is updated each time data is sent to the Google Analytics server.
30 minutes after last activity
__utmc
Used only with older Urchin versions of Google Analytics and not with GA.js. 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. This cookie is created when the GA.js JavaScript library is loaded, and is updated each time data is sent to the Google Analytics server.
6 months after last activity
__utmv
Contains personalized information defined by the web developer via the Google Analytics _setCustomVar method. This cookie is updated whenever new data is sent to the Google Analytics server.
2 years after last activity
__utmx
Used to determine whether a user is included in an A/B or multivariate test.
18 months
_ga
Identifier used to recognize users.
2 years
_gali
Used by Google Analytics to determine which links on a page are clicked.
30 seconds
_ga_
Identifier used to identify users.
2 years
_gid
Identifier used to recognize users for 24 hours after their last activity.
24 hours
_gat
Used to control the number of requests sent to Google Analytics servers when using Google Tag Manager.
1 minute
