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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
Why Deals Die in Due Diligence, and How to Ensure Yours Isn’t One of Them
You’ve spent months preparing, you’ve navigated the exit market, and you finally have a signed Letter of Intent (LOI) at a premium multiple. You feel like celebrating, but for most founders, this is where the real work begins.
In today’s market, due diligence is no longer just about “checking the books.” It is an invasive, high-tech deep dive into every corner of your business. If the buyer finds a single thread to pull, they will use it to unravel your valuation. At Lion Business Advisors, we call this the “Proctology Exam” of M&A, and without a consultative buffer, it can be fatal to your exit.
The Diligence Reality: AI vs. Accuracy
Buyers in the current market are using autonomous agents to scrub 36 to 48 months of your operational data. They aren’t just looking for math errors, they are looking for inconsistencies. They are stress-testing your margins against global trade shifts, checking your “Talent Density” to see if your key managers are flight risks, and hunting for “Ghost EBITDA” that isn’t as defensible as you claimed. If you wait for the buyer to find these “skeletons,” you have already lost your leverage.
3 Ways to “Stress-Test” Your Deal Before the Buyer Arrives
1. The Financial Pre-Audit Most “Main Street” accounting is built for tax mitigation, not for a business sale. We use our own Agentic AI to run a “Shadow Diligence” process before we even hit the market. We find the anomalies in your labor costs or vendor contracts first, allowing us to fix them or frame them correctly before a buyer ever sees them.
2. The Operational “Fire Drill” If the buyer’s team calls your operations manager and hears, “I’m not sure, only the owner knows that,” your multiple just dropped by a full point. We help you “fire-proof” your leadership team, ensuring that the business presents as a turnkey platform rather than a founder-dependent liability.
3. The Emotional Firewall Diligence is designed to be exhausting. Buyers often use the 60 to 90-day window to wear down an owner’s resolve, making them more likely to accept a late-stage “re-trade” or price drop. As your consultative partner, we act as the firewall. We handle the 11:00 PM data requests and the high-friction negotiations, keeping you focused on running the business so performance doesn’t dip during the transition.
Conclusion: Don’t Run the Gauntlet Alone
Due diligence is a test of both your data and your discipline. In a market where capital is accessible but buyers are hypersensitive to risk, your preparation is your best defense.
At Lion Business Advisors, we don’t just get you to the LOI, we get you to the closing table with your valuation intact.
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