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 Q2-2024
Marketing Budgets Drop
Marketing budgets are down in 2024 compared to last year, according to Gartner’s 2024 CMO Spend Survey. On average, marketing budgets have fallen to 7.7% of revenue in 2024 compared to 9.1% in 2023. In the four years before the pandemic, marketing budgets averaged about 11% of revenue, but they’ve fallen to 8.2% in the four years since. As budgets have tightened, marketers are focusing dollars where they can have the most impact. In 2024, digital channels accounted for more than 57% of paid media spending, led by search (13.6%), social media (12.2%), and digital display ads (10.7%). Among traditional channels, 2024 spending was led by event marketing (17.1% of total ad spending), followed by sponsorship (16.4%), and TV (16%). Nearly two-thirds of marketers said they lacked the budget to execute their strategy in 2024 but hope leveraging generative AI will help them do more with less.
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Industry Forecast
Sales for the US advertising and PR agencies industry are forecast to grow at a 4.1% compounded annual rate from 2024 to 2028, comparable to the growth of the overall economy.
By the Numbers
Employment by advertising and PR agencies increases
Overall employment by advertising and PR agencies changed 5.6% 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 $36.00 per hour in December, a 2.5% change compared to a year ago.
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