Google Analytics is a powerful tool for tracking and analyzing website traffic to make informed marketing decisions.
Service URL:policy.google.com (Opens in new window)
__utmx
Used to determine whether a user is included in an A/B test or multivariate test.
18 months
_but
ID to identify the user
2 years
_Gari
Used by Google Analytics to determine which links on a page are clicked
30 seconds
_but_
ID to identify the user
2 years
_gid
ID used to identify the user for 24 hours since last activity
24 hours
_Gut
Used to monitor the number of Google Analytics server requests when using Google Tag Manager
1 minute
_Gack_
Contains information related to your marketing campaign. These are shared with Google AdWords/Google Ads when your Google Ads and Google Analytics accounts are linked.
90 days
__Utoma
ID used to identify users and sessions
2 years after 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. Cookies are updated each time data is sent to Google Analytics servers.
30 minutes after last activity
__utmc
Only used by older Urchin versions of Google Analytics and not by GA.js. Used to distinguish between new sessions and end-of-session visits.
End session (browser)
__utmz
Contains information about the traffic sources or campaigns that brought users to your website. The cookie is set when the GA.js JavaScript is loaded and updated when the data is sent to the Google Analytics server.
6 months after last activity
__utmv
Contains custom information set by the web developer via the Google Analytics _setCustomVar method. This cookie is updated each time new data is sent to Google Analytics servers.
2 years after last activity
