__utmb cookie: what it does, who sets it, consent category

__utmb cookie

Analytics cookie set by Google, lasting 30 minutes after last activity.

Is __utmb firing on your site before anyone says yes?

Conzent holds __utmb and every other analytics cookie until the visitor accepts, and Consent Mode v2 keeps your Google Ads and GA4 reporting accurate. Registered IAB TCF CMP, Google-certified. From €7 per site a month.

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What the __utmb cookie does

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.

Who sets it

Google — privacy policy

Consent category: analytics

Analytics cookies measure how a site is used, in aggregate: pages seen, sessions, where visitors came from. Under the GDPR they need consent before they are set, and Google Consent Mode can model what is lost when visitors decline.

Name	`__utmb`
Category	Analytics
Lifetime	30 minutes after last activity
Set by	Google

Other cookies from the same vendor

Is this cookie on your site?

Conzent's scanner lists every cookie your site sets, classifies each one the way this page does, and shows which are set before the visitor has consented. Try Conzent free for 14 days, or look up another cookie.

From the Conzent cookie database, last updated 2026-11-12. Descriptions come from vendor documentation, cookie policies and our own scans; write to support@getconzent.com to correct one.