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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 15

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Using Google Analytics with BigQuery for Big Data Analysis

Google Analytics provides a wide set of reports and tools in its web interface. The standard reports are designed to provide answers to many of the most common questions about websites, while custom reports, segments, and other tools facilitate further exploration. However, there are some kinds of questions that can’t be easily approached through the aggregated session data in GA’s reports—especially applications like data mining and applying statistical models, which generally require disaggregated hit-level data. Some of the types of problems and scenarios that such tools ...

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