2 Google Analytics Reporting Overview: User Characteristics and Behavior
Before we begin strategizing in Chapter 3, “Measurement Strategy,” and dive into implementation in Chapter 4, “Account Creation and Tracking Code Installation,” and Chapter 5, “Google Tag Manager,” this chapter will review the wide range of reports and reporting functionality provided in the Google Analytics UI (user interface).
In this chapter and throughout the book, some of the discussions become quite detailed and technical. If there are any specific points that are not immediately clear, we recommend that you make a note (mentally, digitally, or in ink) and then continue with your reading and exploration in the Google Analytics (GA) UI. Many of the concepts and functionalities that may be challenging at first will become clearer and easier as you proceed with your learning and your work in GA each day.
If you’re just starting out with GA, it might also be useful to review an online GA glossary (such as E-Nor’s “Google Analytics Visual Glossary” at https://www.e-nor.com/blog/google-analytics/google-analytics-visual-glossary).
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