CHAPTER 1

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Google Analytics Fundamentals

“What a funny watch!” she remarked. “It tells the day of the month, and doesn’t tell what o’clock it is!”

“Why should it?” muttered the Hatter.

—Lewis Carroll, Alice’s Adventures in Wonderland

Google Analytics (GA) is an easy-to-use tool to measure activity on a website. A basic setup might take as little as a few minutes, and many of the standard reports are quite accessible and understandable without any special training or prior knowledge of web analytics. Because of this, many users jump into GA without knowing much about its underpinnings—how the data is structured and gathered—and that’s fine for ...

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