CHAPTER 11

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Providing Additional Data About Users

“Take some more tea,” the March Hare said to Alice, very earnestly.

“I’ve had nothing yet,” Alice replied in an offended tone, “so I can’t take more.”

“You mean you can’t take less,” said the Hatter: “it’s very easy to take more than nothing.”

—Lewis Carroll, Alice’s Adventures in Wonderland

Previous chapters covered how to get information from your site into Google Analytics using Google Tag Manager. You’ve looked at ways to measure both the basics—user interactions like loading a page, which you track with pageviews—as well as more specific actions—for example, watching videos or downloading ...

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