Does the __utmx cookie need consent?

In the EU and the UK, yes. __utmx 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 __utmx cookie last?

__utmx usually lasts 18 months. The exact lifetime depends on the site's settings and the version of the script that sets it.

Who sets the __utmx cookie?

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

How do I block or delete the __utmx cookie?

Visitors can delete __utmx 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

__utmx cookie

Set by Google Analytics.

What it does

Used to determine whether a user is included in an A / B or Multivariate test.

Cookie name: __utmx
Category: Analytics
Provider: Google Analytics
Duration: 18 months
Data source: Open Cookie Database (opens in a new tab)

Consent

Needed in the EU and the UK

__utmx 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 __utmx. 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 __utmx. The ICO treats analytics cookies as non-essential.
CCPA and CPRA (California): Disclose __utmx in your privacy policy and honour opt-out requests, including the Global Privacy Control signal, if the analytics data is shared or sold.

Managing __utmx with a consent banner

A consent banner can keep the script that sets __utmx waiting until the visitor accepts analytics cookies. Kukie.io's cookie scanner finds __utmx 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

Related cookies