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

__utmv cookie

Analytics cookie set by Google, lasting 2 years after last activity.

Is __utmv firing on your site before anyone says yes?

Conzent holds __utmv 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 __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

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	`__utmv`
Category	Analytics
Lifetime	2 years 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.