Google Analytics cookies keep user identifiers for up to two years. Discover the retention periods of _gid, _gat, _gac_, __utma, and __utmt and data privacy.

Google Analytics employs a suite of cookies that retain user identifiers for periods ranging from 30 seconds to two years.

Cookie types and retention periods

• _gid – identifies users for 24 hours after the last activity.
• _gat – limits server requests for one minute when Tag Manager is used.
• _gac_ – shares campaign data with Google Ads for 90 days.
• __utma – identifies users and sessions for two years after inactivity.
• __utmt – monitors server requests for ten minutes.
• __utmb – distinguishes new sessions, refreshed every 30 minutes of activity.
• __utmc – marks the end of a session in legacy analytics.
• __utmz – records traffic source information for six months.
• __utmv – stores custom variables for two years.
• __utmx – flags participants in A/B tests for 18 months.
• _ga – identifies users for two years.
• _gali – tracks link clicks for 30 seconds.
• _ga_ – another user identifier lasting two years.

Google says these cookies enable marketers to measure website performance, understand visitor behavior, and optimize advertising spend.

Data sharing with advertising services

When an account links Google Analytics with Google Ads, the _gac_ cookie transmits campaign identifiers for up to 90 days. This connection allows advertisers to attribute conversions to specific ads and refine targeting.

Privacy considerations for users

Because some cookies persist for years, users who clear browsers regularly may reduce long‑term profiling. Deleting cookies or using private‑browsing modes stops further data collection but does not erase information already stored on Google’s servers.

Regulators in several jurisdictions require websites to disclose cookie usage and obtain consent before placing non‑essential cookies. Compliance teams therefore add banner notices that list each cookie’s purpose and duration.

Experts advise that businesses balance analytics depth with user privacy by limiting the lifespan of identifiers where possible and by anonymizing data after it serves its analytical purpose.