CHAPTER 10

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Tracking Users Across Devices

“Who are YOU?” said the Caterpillar.

This was not an encouraging opening for a conversation. Alice replied, rather shyly, “I—I hardly know, sir, just at present—at least I know who I WAS when I got up this morning, but I think I must have been changed several times since then.”

—Lewis Carroll, Alice’s Adventures in Wonderland

Google Analytics reports a metric called Users, which sounds like it counts the number of people using the site. A “user” should represent a single person’s activity over time on the site, right? Unfortunately, it’s a little more complicated than that. Google isn’t watching us all ...

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