Google Analytics Variable List

Google Analytics is indeed one of the best web analytics tool around, and what more can you ask when it’s free. While i was doing a training for our new interns one of the task suggested was to understand all available variables in Google analy

tics.

Ok so here’s the list of Variables (credit goes to Anuj) in google analytics, it’s function, when it’s used and some examples for each. This list can be quite handy when your doing a QA of your Google Analytics Implementation.

utmac
Function:Account String. Appears on all requests.
Example:utmac=UA-2202604-2

utmcc
Function:Cookie values. This request parameter sends all the cookies requested from the page.
Example:utmcc=__utma%3D117243.1695285.22%3B%2B __utmz%3D117945243.1202416366.21.10. utmcsr%3Db%7C utmccn%3D(referral)%7C utmcmd%3Dreferral%7C utmcct%3D%252Fissue%3B%2B

utmcn
Function:Starts a new campaign session. Either utmcn or utmcr is present on any given request. Changes the campaign tracking data; but does not start a new session
Example:utmcn=1

utmcr
Function:Indicates a repeat campaign visit. This is set when any subsequent clicks occur on the same link. Either utmcn or utmcr is present on any given request.
Example:utmcr=1

utmcs
Function:Language encoding for the browser. Some browsers don’t set this, in which case it is set to “-”
Example:utmcs=ISO-8859-1

utmdt
Function:Page title, which is a URL-encoded string.
Example:utmdt=analytics%20page%20test

utme
Function:X10 Data Parameter
Example:Value is encoded.

utmfl
Function:Flash Version
Example:utmfl=9.0%20r48&

utmhn
Function:Host Name, which is a URL-encoded string.
Example:utmhn=x343.gmodules.com

utmipc
Function:Product Code. This is the sku code for a given product.
Example:utmipc=989898ajssi

utmipn
Function:Product Name, which is a URL-encoded string.
Example:utmipn=tee%20shirt

utmipr
Function:Unit Price. Set at the item level. Value is set to numbers only in U.S. currency format.
Example:utmipr=17100.32

utmiqt
Function:Quantity.
Example:utmiqt=4

utmiva
Function:Variations on an item. For example: large, medium, small, pink, white, black, green. String is URL-encoded.
Example:utmiva=red;

utmje
Function:Indicates if browser is Java-enabled. 1 is true.
Example:utmje=1

utmn
Function:Unique ID generated for each GIF request to prevent caching of the GIF image.
Example:utmn=1142651215

utmp
Function:Page request of the current page.
Example:utmp=/testDirectory/myPage.html

utmr
Function:Referral, complete URL.
Example:utmr=http://www.example.com/aboutUs/index.php?var=selected

utmsc
Function:Screen color depth
Example:utmsc=24-bit

utmsr
Function:Screen resolution
Example:utmsr=2400×1920&

utmt
Function:A special type variable applied to events, transactions, items and user-defined variables.
Example:utmt=Dog%20Owner

utmtci
Function:Billing City
Example:utmtci=San%20Diego

utmtco
Function:Billing Country
Example:utmtco=United%20Kingdom

utmtid
Function:Order ID, URL-encoded string.
Example:utmtid=a2343898

utmtrg
Function:Billing region, URL-encoded string.
Example:utmtrg=New%20Brunswick

utmtsp
Function:Shipping cost. Values as for unit and price
Example:utmtsp=23.95

utmtst
Function:Affiliation. Typically used for brick and mortar applications in ecommerce.
Example:utmtst=google%20mtv%20store

utmtto
Function:Total. Values as for unit and price.
Example:utmtto=334.56

utmttx
Function:Tax. Values as for unit and price.
Example:utmttx=29.16

utmul
Function:Browser language.
Example:utmul=pt-br

utmwv
Function:Tracking code version
Example:utmwv=1

P.S: Related Posts

7 Habits of effective Google Analytics User

9 thoughts on “Google Analytics Variable List

  1. Hey Anil, why go through all that trouble? Just install WASP and it will tell you all of this (and more!) in a much more friendly way then trying to decipher long query strings!
    St├ęphane

  2. Hey Stephane!
    thanks for dropin by.
    Certainly WASP is like a part of web analyst life ain’t it? :-)
    However this list was just an explanation of all the variables used by Google Analytics.

    Thank you again for the comment and ofcourse the rockstar WASP tool

  3. Pingback: The Missing Google Analytics Manual | FutureNow's GrokDotCom / Marketing Optimization Blog

  4. Pingback: The Missing Google Analytics Manual

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