Google Analytics is a powerful tool that tracks and analyses website traffic for informed marketing decisions.
Service URL: policies.google.com (opens in a new window)
_gac_
Contains information related to marketing campaigns of the user. This is shared with Google AdWords / Google Ads when the Google Ads and Google Analytics accounts are linked together.
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 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 last activity
__utmc
Used only with old Urchin versions of Google Analytics and not with GA.js. 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 a 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 website developer via 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
Identification used to identify users
2 years
gale
Used by Google Analytics to determine which links on a page are being clicked
30 seconds
_ga_
Identification used to identify users
2 years
_gid
ID used to identify users for 24 hours following their last activity
24 hours
_gat
Used to monitor the number of Google Analytics server requests when using Google Tag Manager
1 minute
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