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In this video you're going to learn how Google Analytics works so you can understand how Google Analytics
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collects data about your Web site visitors and how other Web sites collect data anonymously about you.
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So to collect data about your Web site visitors and the interactions they have on your site.
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What you were going to do is add a small piece of tracking code to your Web site and the tracking code
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looks like this.
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And once it's set up Google Analytics will drop a cookie into the user's browser for your Web site and
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it will help track every interaction that the user performs on your site.
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Now if you live in Europe you might be familiar with seeing notifications about cookies letting you
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know that the Web site is collecting information on about you.
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And the reason that you'll see this in Europe is because there are more privacy restrictions and they
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really have to tell you that they're collecting information on you.
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And as you can see here I visited this site and it's saying we're using cookies for analytics but also
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for advertising.
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So retargeting and to improve their Web sites.
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So there is letting me know that they're collecting this information.
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And so this is the type of cookie that Google Analytics will use to collect that analytics information.
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And the amazing thing is is that just this small piece of code that's put on every page of your Web
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site plus this browser cookie will actually collect a huge amount of information about you such as the
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pages that you visit.
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And with this information Google analytics can calculate the most popular page and also determine if
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for example a user reaches the purchase confirmation page.
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Now Google Analytics will also collect information like the language that the browsers set to the type
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of browsers such as chrome or Safari.
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The device an operating system that I'm using and my location age and gender.
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And it can even collect the traffic source which brought me to this Web site in the first place and
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that could be a search engine or an advertisement or an email marketing campaign that I clicked on.
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So I think it's interesting to look a little a little bit more detail about what these cookies are because
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we hear about them all the time.
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We see these notifications for what really are they and what really is the way that Google Analytics
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is collecting information on us.
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So we know that now these cookies are files created by the Web site that you visit and they collect
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all that information.
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But why do we allow this.
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Why do we agree to these notifications.
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Well they really make your online experience a lot easier by saving your browser information with cookies.
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Sites keep you signed in such as say Facebook you don't need to reload again every time because it recognizes
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you.
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And it will remember your site preferences and give you locally relevant contents.
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But Walter these cookies actually look like.
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Well what you can do is actually come into your browser and I'm doing this in Chrome but the process
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is going to be very similar in any browser that you use.
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You can come into your settings have a look for cookies on the settings related to those and you can
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actually see the cookies that other sites have created and are collecting information anonymously about
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you.
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So I can see that there are cookies here.
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Forgot Google Analytics also here for say Facebook and lots of other sites that I have visited.
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So it's really these small pieces of code and text files that are collecting all of that information
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that is then filtering on back to Google Analytics.
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One important thing to note is that Google Analytics collects this data anonymously so they won't say
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that this visit came from da Walsh in Dublin at this time.
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What they'll do is with that prize or cookie create a random I.D. to distinguish between different users
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whether they're new or returning on what they also do with that I.D. tie all of the activity like the
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pages that you visited et cetera up into a single visit known as a session.
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So here you can see in Google on makes that over the last seven days there have been 14 times in sessions
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by 11000 users meaning that a number of these users have come back for another session on the Web site
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and that is really how they're able to create these fantastic reports while respecting the privacy of
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the Web site visitors.
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So to recap in this video you've learned how Google Analytics collects data about your Web site visitors
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and you also got an insight into how Web sites collect anonymous data about you.
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