Cleaning Up and Enriching Data

“When I use a word,” Humpty Dumpty said in rather a scornful tone, “it means just what I choose it to mean—neither more nor less.”

—Lewis Carroll, Through the Looking Glass

You’re collecting lots of data; the last several chapters have talked about how to customize and expand the types of data sent to Google Analytics through Google Tag Manager. However, amid all of this data, there are certain pieces that you just don’t want to appear in your reports—internal data from testing, for example. And sometimes you’d like to make changes to your data to make it more useful—cleaning up URLs, extracting important ...

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