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
What Buyers Are Looking For in 2025
The business-for-sale landscape is evolving, and buyers in 2025 are more strategic, data-driven, and risk-aware than ever. Whether your business is already on the market or you’re preparing for a future sale, understanding what buyers are prioritizing this year can help you position your business to attract the right offers, and the best value.
Here’s a breakdown of the top factors today’s buyers are looking for in 2025:
1. Financial Transparency & Profitability
Buyers are doing deeper due diligence and expect complete transparency. In 2025, clean, accurate, and verifiable financials are table stakes. What they want:
Pro tip: Clear financials not only build trust, they can boost your valuation.
2. Recurring & Predictable Revenue
Revenue models matter. Buyers are putting a premium on predictable income streams like contracts, subscriptions, and recurring service agreements. What they want:
More predictability = less perceived risk = higher buyer interest.
3. Owner Independence
Buyers are looking for businesses that can operate without the owner’s constant involvement. They want to invest in a system, not a job. What they want:
If your business can run without you, buyers will see more long-term value.
4. Market Position & Growth Potential
In 2025, buyers are strategic. They’re not just buying for today—they’re looking for future upside. What they want:
Be ready to show how a buyer can grow the business post-sale.
5. Tech-Enabled Operations & Digital Presence
Buyers expect modern operations and a digital footprint—even in traditional industries. What they want:
Outdated systems and no digital visibility? That’s a red flag in 2025.
6. Industry Resilience & Trends
Some industries are heating up, while others face disruption. Buyers are paying close attention to macro trends, economic shifts, and industry resilience. What they want:
Buyers aren’t just buying your business—they’re betting on your industry.
Final Thoughts
If you’re planning to sell your business in 2025 (or even 2026), the best thing you can do is start preparing now. Aligning your business with what buyers are actually looking for can:
✔ Increase buyer interest ✔ Shorten the time on market ✔ Boost your final sale price
Ready to make your business more buyer-ready? Contact Lion Business Advisors for a strategy session and customized exit roadmap.
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