What is the __utmv cookie?
__utmv belongs to the __utm* family of cookies used by Google Analytics Classic (ga.js), the predecessor of Universal Analytics and Google Analytics 4 (GA4). It was set through the _setCustomVar method, which developers used to attach a "custom segment" to a visitor, such as user type, membership status, or customer category.
The cookie appears on a site when it still runs the older Google Analytics tracking script and implements visitor-level custom variables. On sites fully migrated to GA4, __utmv is no longer generated.
What data it stores
The __utmv value stores the text information defined by the site owner through the custom variable (for example a segment name and its associated value), not raw browsing behavior data. The exact value format can vary depending on the implementation, since it depends on code manually added by the developer.
The data is read by the Google Analytics script on each page load and sent to Google's servers together with the other __utm* cookies, to associate the custom segment with the session and visitor identifier.
What it is used for
The cookie's purpose is to allow visitor segmentation in Google Analytics reports based on criteria defined by the site (for example "new customer" vs. "returning customer", or account type). For the site owner, this enables more granular analytics reporting without individually identifying users.
For Google, the cookie supports the analytics service offered to clients still using the Classic implementation.
Does it require consent?
__utmv is classified as a statistics (analytics) cookie, not strictly necessary. Under the ePrivacy Directive (as implemented in each EU member state) and the GDPR, placing it requires the visitor's prior, informed, freely given consent, obtained through a cookie banner.
- The site owner must declare the cookie in the cookie policy under the statistics category.
- The script generating __utmv must be technically blocked until the visitor accepts the statistics category.
- If the site has migrated to GA4, verify whether this cookie is actually still being set before listing it.
How to block or delete __utmv
A visitor can delete or block __utmv from browser settings (per-site cookie management or clearing browsing data), as well as via the official Google Analytics Opt-out Browser Add-on.
For site owners, blocking must happen before consent, not just be disclosed after the fact. A consent management platform (CMP) such as CookieFix can automatically block the legacy Google Analytics script until the visitor consents to the statistics category, preventing __utmv from being set prematurely.
Frequently asked questions
It's a cookie from Google Analytics Classic (ga.js) used to store a custom visitor segment defined by the site owner, such as customer type or membership status.
No. __utmv belongs to the older Classic/Universal Analytics implementation and is not generated by GA4, which uses a different set of cookies (_ga, _ga_*).
Yes, as a statistics cookie it requires prior consent under GDPR and the ePrivacy rules, collected through a cookie banner.
The typical duration is 2 years from being set or last updated, though implementations can vary.