Google Analytics is a powerful tool that tracks and analyzes website traffic for informed marketing decisions.
Service URL: policies.google.com
_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
__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
__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
1. You speak up when it matters
CEOs value HR leaders who challenge the status quo. If something isn’t working, say it. If a decision feels wrong, speak up. CEOs expect HR professionals to draw attention to problems, not ignore them.
2. You lead with data
CEOs look for decisions backed by data. HR should not operate on assumptions. Metrics are key, whether it’s turnover rates, engagement, or recruitment success. Without data, your decisions lack credibility.
3. You focus on the big picture
HR should never get stuck in the daily tasks. CEOs expect HR to connect culture, performance, and business outcomes. It’s about building a workforce that drives company goals. If you don’t align HR practices with the bigger vision, you’re missing the mark.
4. You prioritize speed
CEOs demand quick action. Slow decisions hurt the company. HR needs to move fast, whether it’s filling positions, adjusting policies, or solving problems. If you delay or hesitate, you risk falling behind.
5. You think like a CEO
CEOs want HR professionals who understand the business. They need you to solve problems before they become issues. Focus on driving results, not just managing processes. If you can’t talk strategy, you won’t earn a seat at the table.
If HR doesn’t advocate for its seat at the table, no one else will.
P.S. I’m Warren Wang, the CEO and founder of Doublefin. I spent 12 years at Google in finance leadership roles, including in corporate FP&A, driving company-wide financial planning, headcount planning, and later as a finance director.