Google Analytics is a powerful tool that tracks and analyzes website traffic for informed marketing decisions.
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__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
_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
Perspectives From a Pathfinder: What is Your Greatest Accomplishment?
We’ve all been asked, “What do you consider your greatest accomplishment?” Most people are surprised when I tell them it has nothing to do with business or my career. It is impacting and, in many cases, saving the lives of many drug‑exposed infants. As certified foster parents, my wife and I have committed ourselves to […]
The Best Advice I Give Young Sellers: The 3 P’s – Preparation, Patience, and Persistence in an Instant-Gratification World
What makes Pathfinder Media Group stand out is our rare dual lens: we’ve lived on both the agency and media vendor sides of the table. Yet at our core, we’re B2B sellers with over 100 years of collective leadership experience. That’s why, when young sellers ask me, “What’s the best advice you could give?” my […]
Gratitude: The Foundation of Every Relationship
Gratitude is one of the most powerful foundational principles in any industry. It reminds us that success isn’t built on transactions alone, it’s built on people, trust, and the willingness to appreciate those who help us along the way. As we close out the year, I want to take a moment to express gratitude. To […]
12/05/25 – Perspectives From a Pathfinder: Why Relationships Remain the Foundation in the Age of AI
Business schools are racing to prioritize AI, data analytics, and attribution as core skills for future leaders. Wharton even launched an MBA major in Artificial Intelligence for Business, and GMAC reports that nearly 80% of schools have integrated AI into their curricula. These changes make sense, data and AI are vital tools for modern marketing. […]
People on the Move in Denver
After a 20-year run at iHeartMedia as VP of Sales and Sports Partnerships, Jeff Johnson has joined Pathfinder Media Group as Executive Vice President. In this role, he’ll lead the launch of Pathfinder’s US operations & spearhead client development. Pathfinder is built to disrupt the traditional agency model—focused on integrated strategy, transformative social, and high-impact […]
Pathfinder Media Group Launches to Redefine the Agency-Client Relationship
New agency brings 20+ years of cross-industry expertise, deep vendor ties, and sports media mastery to brands seeking smarter, bolder partnerships Pathfinder Media Group (Pathfinder), officially launches today with a mission to disrupt the traditional advertising agency model. Built by a team of seasoned experts with more than two decades of experience on both the […]