Analytics

"__utmv" Cookie

Google Analytics

Description

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.

Details

Cookie Name: __utmv
Category: Analytics
Service: Google Analytics
Duration: 2 years after last activity
Data Source: Open cookie db

Consent Requirement

This cookie is classified as analytics. Under GDPR, CCPA, and most privacy regulations, user consent is required before setting this cookie.

Consent Requirements by Regulation

GDPR & ePrivacy (EU)

Prior consent is required 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 & PECR

Consent is required before setting __utmv. The ICO treats analytics cookies as non-essential.

CCPA/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 management platform keeps __utmv blocked until the visitor opts in to the analytics category. Kukie.io's scanner detects it automatically, categorises it, and the banner's auto-blocking holds back the script that sets it until consent is given - visitors who decline never receive it.

Frequently Asked Questions

Does the __utmv cookie require consent?

Yes. __utmv is an analytics cookie: under GDPR and the ePrivacy rules it may only be set after the visitor opts in, and CCPA requires disclosure plus an opt-out.

How long does the __utmv cookie last?

__utmv typically persists for 2 years after last activity. The exact lifetime can vary with the site's configuration and the version of the script that sets it.

Who sets the __utmv cookie?

__utmv is set by Google Analytics. It is categorised as analytics.

How do I block or delete the __utmv cookie?

Visitors can delete __utmv at any time through their browser's cookie settings. Site owners can keep it blocked until consent with a consent management platform: Kukie.io's auto-blocking holds analytics cookies back until the visitor opts in.