Google Analytics is a powerful tool that tracks and analyzes website traffic for informed marketing decisions.
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_gid
ID used to identify users for 24 hours after last activity
24 hours
_gat
Used to monitor number of Google Analytics server requests when using Google Tag Manager
1 minute
__utmb
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.
30 minutes after last activity
__utmc
Used only with old Urchin versions of Google Analytics and not with GA.js. Was used to distinguish between new sessions and visits at the end of a session.
End of session (browser)
__utmz
Contains information about the traffic source or campaign that directed user to the website. The cookie is set when the GA.js javascript is loaded and updated when data is sent to the Google Anaytics server
6 months after last activity
__utmv
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.
2 years after last activity
__utmx
Used to determine whether a user is included in an A / B or Multivariate test.
18 months
_ga
ID used to identify users
2 years
_gali
Used by Google Analytics to determine which links on a page are being clicked
30 seconds
_ga_
ID used to identify users
2 years
_gac_
Contains information related to marketing campaigns of the user. These are shared with Google AdWords / Google Ads when the Google Ads and Google Analytics accounts are linked together.
90 days
__utma
ID used to identify users and sessions
2 years after last activity
__utmt
Used to monitor number of Google Analytics server requests
10 minutes
Layers of the GI tract
▪ The mucosa, or inner lining of the GI tract, is a mucous membrane. It is
composed of (1) a layer of epithelium in direct contact with the contents of
the GI tract, (2) a layer of connective tissue called the lamina propria, and
(3) a thin layer of smooth muscle (muscularis mucosae).
▪ The submucosa consists of areolar connective tissue that binds the mucosa
to the muscularis. It contains many blood and lymphatic vessels that
receive absorbed food molecules. Also located in the submucosa is an
extensive network of neurons known as the submucosal plexus. The
submucosa may also contain glands and lymphatic tissue.
▪ The muscularis of the mouth, pharynx, and superior and middle parts of the esophagus
contains skeletal muscle that produces voluntary swallowing. Skeletal muscle also forms the
external anal sphincter, which permits voluntary control of defecation. Throughout the rest of
the tract, the muscularis consists of smooth muscle that is generally found in two sheets: an
inner sheet of circular fibers and an outer sheet of longitudinal fibers. Involuntary contractions
of the smooth muscle help break down food, mix it with digestive secretions, and propel it
along the tract. Between the layers of the muscularis is a second plexus of neurons—the
myenteric plexus.
▪ Those portions of the GI tract that are suspended in the abdominopelvic cavity have a
superficial layer called the serosa. As its name implies, the serosa is a serous membrane
composed of areolar connective tissue and simple squamous epithelium (mesothelium). The
serosa is also called the visceral peritoneum because it forms a portion of the peritoneum. The
esophagus lacks a serosa; instead only a single layer of areolar connective tissue called the
adventitia forms the superficial layer of this organ.