This chapter takes an in-depth approach to the technical aspects of Google Analytics. If you're working in IT, are a webmaster, or are in charge of making sure your Google Analytics account is running smoothly and tracking properly, this chapter is tailor-made for you. However, if you're more of a marketer, an analyst (who doesn't manage profiles or tracking codes and just analyzes data and provides insights), or a director/vice-president of marketing, this is the only chapter in the book that you may want to skim. Fair warning: This chapter contains highly geeky material. Its pages should be handled with caution, as their contents may become volatile.
Let's start by talking about the data-collection process, which — obvi-ously — happens with the Google Analytics Tracking Code.
The interesting thing about the GATC is that there are three active generations being used online. There's the urchin tracking ...