CHAPTER 2

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Basic Google Analytics Measurement

“Begin at the beginning,” the King said, very gravely, “and go on till you come to the end: then stop.”

—Lewis Carroll, Alice’s Adventures in Wonderland

Google Analytics’ measurement of your website is based on JavaScript tracking code installed on the site. Although for most of this book we’ll be using Google Tag Manager (GTM) to manage and install this code (beginning in Chapter 3), it’s instructive to understand the basics of the GA tracking code and how it is intended to work. Practically speaking, you probably won’t use this tracking code directly. However, having a basic understanding of it will ...

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