Google Analytics is a powerful tool that tracks and analyzes website traffic for informed marketing decisions.
Service URL: policies.google.com (opens in a new window)
_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
Industry Insight Report: Advertising & PR Agencies Q1-2025
AI Adoption in PR Growing Fast
Nearly 70% of public relations agencies have adopted AI into day to day operations in 2024 – a 25% increase from the year before, per an annual survey of PR companies of all sizes by law firm Davis+Gilbert. The rapid adoption of AI is increasingly removing the human element from the more mundane aspects of content creation and client management. Davis+Gilbert also found that AI usage by PR firms differs based on an agency’s size. Larger agencies use it primarily to analyze data and create graphics and visual content. Mid-sized and smaller firms, however, mostly utilize AI to generate ideas and write content. AI adoption theoretically lets smaller firms better compete for larger accounts by leveling the playing field on the costs of elaborate creative campaigns. Employment at PR agencies was relatively flat throughout 2024, and further adoption of AI is expected to continue driving that trend in 2025.
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The Elon tax: Ad insiders say they’re advising clients to spend on X to avoid legal and political headaches
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Industry Forecast
Sales for the US advertising and PR agencies industry are forecast to grow at a 4.35% compounded annual rate from 2025 to 2029, comparable to the growth of the overall economy.
By the Numbers
Employment by advertising and PR agencies is relatively flat
Overall employment by advertising and PR agencies changed 0.0% in January compared to a year ago, according to the latest data from the Bureau of Labor Statistics.
Wages at advertising and PR agencies rise
Average wages for nonsupervisory employees at advertising and PR agencies were $37.19 per hour in January, a 0.7% change compared to a year ago.
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