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 Q2-2025
The advertising and public relations industry finds itself at a crossroads this quarter, with major players moving in dramatically different directions and macroeconomic shifts reshaping client behavior. While overall industry growth remains healthy, the divide between traditional agency models and data-driven, AI-augmented firms continues to widen—impacting client retention, hiring trends, and investor confidence.
Key Trends This Quarter
Leadership Shakeups Signal Strategic Pivoting
Industry heavyweight WPP has announced it will part ways with long-time CEO Mark Read after years of declining market share and major client losses, including Coca-Cola and Starbucks. Meanwhile, competitor Publicis has surged ahead, becoming the largest ad agency globally by embracing AI, e-commerce, and data analytics faster than its peers.
Tech Giants Disrupting the Agency Model
Platforms like Google are increasing their foothold in creative ad services through AI tools, allowing brands to bypass traditional agencies entirely. This direct competition—combined with tighter ad budgets caused by inflation and tariff-related cost pressures—is forcing agencies to prove their value beyond media buying.
Stagnant Labor Metrics and Slower Wage Growth
Employment in the sector declined by 2% year-over-year as of May, with long-term growth trends lagging behind the broader private sector. While average hourly wages rose slightly to $37.07, this growth remains below inflation and significantly behind other private-sector benchmarks. These trends suggest a cautious hiring environment and pressure to do more with leaner teams.
Market Outlook
Despite internal disruptions, the long-term outlook for advertising and PR agencies remains cautiously optimistic. The industry is projected to grow at a 4.35% compound annual rate from 2025 to 2029, keeping pace with the broader U.S. economy. Agencies that successfully integrate AI, automation, and first-party data strategies are expected to capture the lion’s share of future growth, especially as clients demand more measurable ROI.
For Business Owners Considering Exit
If you own an independent agency that’s been impacted by client consolidation, AI adoption, or margin compression, now may be an ideal time to explore your strategic options. Buyers are still active in the sector, particularly for niche agencies with strong client relationships or specialized vertical expertise.
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