Google Analytics is a powerful tool that tracks and analyzes website traffic for informed marketing decisions.
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_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
Beyond the Spreadsheet: How to Value a Business That Owns No Trucks, No Inventory, and No Real Estate
Beyond the Spreadsheet: How to Value a Business That Owns No Trucks, No Inventory, and No Real Estate
In 2026, the M&A market is seeing a massive surge in the “Asset-Light” sector. If you are selling a professional service firm, an aerospace company, or a tech-enabled consultancy, the traditional “Main Street” valuation metrics are your biggest enemy.
While a buyer of a manufacturing plant looks at machines and real estate, a buyer of a professional service firm is buying one thing: Certainty of Future Cash Flow.
The 3 Pillars of Professional Service Valuation
1. Talent Density vs. Owner Dependency In a consultative exit, the “Product” is the people. If the relationships and institutional knowledge reside solely with the founder, the business is a liability. We use Agentic AI to map your team’s operational independence, proving to buyers that the value stays in the building after you walk out. Buyers in 2026 are paying a “Talent Premium” for firms where the CEO is the least important person in the daily workflow.
2. The Recurring Revenue Multiplier Buyers are aggressively hunting for “Contractual Certainty.” A firm with $5M in revenue and a 90% retention rate is worth significantly more than a firm with $10M in revenue that has to “hunt” for every lead. We help you transition from a “Project” mindset to a “Platform” mindset, ensuring your revenue is viewed as an annuity, not a series of one-time transactions.
3. Intellectual Property & The Tech Stack Even if you aren’t a “SaaS” company, your proprietary processes, custom software integrations, and data assets have a tangible dollar value. We don’t just list your revenue, we articulate your Moat. In 2026, a service firm with integrated AI workflows is commanding multiples 30% higher than those still using legacy manual systems.
The “Risk” Discount
Because professional services are perceived as “higher risk” due to potential talent flight, buyers often try to apply a “Risk Discount” to your multiple. Our consultative process is designed to pre-emptively de-risk the deal, using data to prove that your workforce is stable and your systems are redundant.
Conclusion
Selling an asset-light business requires a different set of tools. You aren’t selling equipment, you are selling a system. At Lion Business Advisors, we ensure that system is priced at a premium.
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