Does the __utmv cookie need consent?

In the EU and the UK, yes. __utmv is an analytics cookie, so it may be set only after the visitor agrees. Under the CCPA, California residents can opt out if the data is sold or shared.

How long does the __utmv cookie last?

__utmv usually lasts 2 years after last activity. The exact lifetime depends on the site's settings and the version of the script that sets it.

Who sets the __utmv cookie?

__utmv is set by Google Analytics. It is in the Analytics category.

How do I block or delete the __utmv cookie?

Visitors can delete __utmv in their browser's cookie settings. On your own website, a consent banner can keep the script that sets it waiting until the visitor accepts analytics cookies. Kukie.io's banner does this for known trackers by default, and for any other script you tag with its category.

Analytics

__utmv cookie

Set by Google Analytics.

What it does

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.

Cookie name: __utmv
Category: Analytics
Provider: Google Analytics
Duration: 2 years after last activity
Data source: Open Cookie Database (opens in a new tab)

Consent

Needed in the EU and the UK

__utmv is in the Analytics category. In the EU and the UK, analytics cookies need the visitor's consent before they are set. California's CCPA works differently: it lets residents opt out of the sale or sharing of their personal information.

GDPR and ePrivacy (EU): Prior consent is needed before setting __utmv. Analytics cookies are not covered by the strictly necessary exemption; only a few regulators (for example France's CNIL) allow a narrow exemption for first-party audience measurement under strict conditions.
UK GDPR and PECR: Consent is needed before setting __utmv. The ICO treats analytics cookies as non-essential.
CCPA and CPRA (California): Disclose __utmv in your privacy policy and honour opt-out requests, including the Global Privacy Control signal, if the analytics data is shared or sold.

Managing __utmv with a consent banner

A consent banner can keep the script that sets __utmv waiting until the visitor accepts analytics cookies. Kukie.io's cookie scanner finds __utmv and sorts it into a category. The banner holds back known trackers by default, and any other script you tag with its category waits too.

Learn more about script blocking

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