Chapter 3. Google Analytics Features, Benefits, and Limitations

Understanding how Google Analytics data collection works is a great way to recognize what you can achieve with web analytics reporting. Don't worry—this is not an engineering book, so technicalities are kept to a minimum. However, it is important to know what can and cannot be accomplished, because this knowledge will help you spot erroneous data that may show up in your reports.

As well as a discussion of the key features and capabilities of Google Analytics, included in this chapter is a description of Urchin Software—a separate web analytics tool from Google.

In Chapter 3, you will learn:

  • The key features and capabilities of Google Analytics

  • How Google Analytics works

  • What Google Analytics ...

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