Google Analytics is a free web analytics service which provides you with tools for measuring the success of your website or blogs with respect to marketing, content optimization, or e-commerce.
Google Analytics originated from a web analytics firm called Urchin which was acquired by Google in late 2005.
Google Analytics uses a combination of persistent and temporary cookies for tracking the online behavior of visitors.
|Cookie Name||Cookie Type/Purpose||Validity|
|__utmc||Temporary Session Identifier||Deleted after visitors quit the browser|
|__utmb||Persistent Session Identifier||Expires after 30 minutes of inactivity in an open web browser|
|__utma||Visitor Identifier||Expires after 2 years|
|__utmz||Campaign Values||Expires after 6 months|
|__utmv||Vistor Segmentation||Expires after 2 years|
Privacy has become an important topic in web analytics. As a matter of best practices, it is not recommended to track Personally Identifiable Information (PII). Different regions have different privacy policies associated with PII and it is recommended that you check the privacy laws of your region. Here is a quick summary of information related to privacy in reference to Google Analytics: