Google Analytics is an effective tool that tracks and analyses website traffic to make data-driven 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
ID used to identify users and sessions
2 years after the last activity
__utmt
Used to track the number of server requests for Google Analytics.
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 from last activity
__utmc
Used only with older versions of Urchin in Google Analytics, not with GA.js. Used to distinguish between new sessions and visits at the end of a session.
End of session (in the 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 is updated when data is sent to the Google Analytics server.
6 months after the last activity
__utmv
Contains custom data defined by the web developer via Google Analytics' _setCustomVar method. This cookie is updated each time new data is sent to the Google Analytics server.
2 years after the last activity
__utmx
Used to determine whether the user is involved 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 the page receive clicks
30 seconds
_ga_
ID used to identify users
2 years
_gid
ID used to identify users 24 hours after their last activity
24 hours
_gat
Used to track the number of requests to the Google Analytics server when using Google Tag Manager
1 minute
