Google Analytics is a powerful tool that tracks and analyzes website traffic for informed marketing decisions.
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__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 last activity
24 hours
_gat
Used to monitor number of Google Analytics server requests when using Google Tag Manager
1 minute
__utmt
Used to monitor 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 user to the website. The cookie is set when the GA.js javascript is loaded and updated when data is sent to the Google Anaytics server
6 months after last activity
__utmv
Contains custom information set by the web 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 after last activity
_gac_
Contains information related to marketing campaigns of the user. These are 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 after last activity
Stefano Tonchi and Matthieu Garnier at Loro Piana's party 
Sarah Wetenhall, John Wattiker, and Joey Wölffer at John Hardy and Wölffer Estate's celebration 
Gwyneth Paltrow at The Surf Lodge 
Alexandra Daddario and Will Arnett at Loro Piana's party 
Laura Kim, Ezra J. Williams, and Tina Chen Craig at Oscar de la Renta's party 
Gabriella Karefa-Johnson at Loro Piana's party 
Serena Goh and Indré Rockefeller at Loro Piana's party 
Jordan Harris and Zach Weiss at The Surf Lodge 
Lindsay Peoples at Saks and Dakota Fanning's summer soirée 
Lisa Perry and Reed Krakoff at John Hardy and Wölffer Estate's celebration 
Rickie De Sole at John Hardy and Wölffer Estate's celebration 
Rachel Zoe and Fernando Garcia at Oscar de la Renta's party 
Calix Ramos and Patrick McGovern at the Hamptons Tea Dance 
Delfina Blaquier and Nacho Figueras at Saks and Dakota Fanning's summer soirée 
Andy Cohen and Jack Wagner at the Hamptons Tea Dance 
John Cameron Mitchell and Amber Martin at the Hamptons Tea Dance 
