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
Stuck in the busywork trap—or making progress?
Tracking tasks isn’t the same as real results.
Top performers don’t just track—they prioritize.
Here’s how they use OKRs and KPIs:
OKRs (Objectives and Key Results):
➟ Set bold, high-impact goals.
➟ Focus on what truly drives growth.
➟ Spark innovation and accountability.
KPIs (Key Performance Indicators):
➟ Measure clear progress toward goals.
➟ Define what success looks like.
➟ Fuel better decisions with real data.
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How to Crush OKRs:
1. Set bold, outcome-focused goals.
2. Break them into measurable steps.
3. Align everyone on the objectives.
4. Review progress and adapt regularly.
How to Dominate KPIs:
1. Choose metrics that reflect success.
2. Set specific, measurable targets.
3. Track your KPIs consistently.
4. Use data to guide your next actions.
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Pro Tip:
Use OKRs to set your vision,
and KPIs to track your progress.
—
Ready to stop spinning your wheels?
Comment below: Will OKRs or KPIs help you hit targets?
P.S. If this hit home, share it with your network!
And follow @Jay Mount for more insights on growth.