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Practical Google Analytics and Google Tag Manager for Developers by the Team at LunaMetrics, Jonathan Weber

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CHAPTER 6

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Goals: Measuring Conversions

“Would you tell me, please, which way I ought to go from here?”

“That depends a good deal on where you want to get to,” said the Cat.

“I don’t much care where—” said Alice.

“Then it doesn’t matter which way you go,” said the Cat.

—Lewis Carroll, Alice’s Adventures in Wonderland

One of the most important concepts in web analytics is the conversion, the transformation of a mere website visitor into a customer. The actions that define conversion may be any type of user interaction that is valuable to you, from major (purchases, contact requests) to minor (content engagement, newsletter signup). Google Analytics ...

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