What the __utmv cookie 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.
Who sets it
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 | __utmv |
|---|---|
| Category | Analytics |
| Lifetime | 2 years after last activity |
| Set by |
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From the Conzent cookie database, last updated 2026-09-27. Descriptions come from vendor documentation, cookie policies and our own scans; write to support@getconzent.com to correct one.