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First of all, I’m sorry about the title. I should really stop throwing the word “simple” around, since people always tell me that the stuff I claim to be easy and straightforward is rarely so. But since this is my blog, I reserve the right to use whatever stupid and misleading terminology I want. I maintain that what follows IS quite simple, especially when considering the amount of complexity it reduces in your Universal Analytics setup.

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There are many tools and methods to make Google Analytics more manageable. Google Tag Manager is probably the best known of these, and you can find many, many articles about GTM on these pages as well. However, today I want to tell you about one of the features of Universal Analytics that hasn’t, as far as I know, received too much attention. It’s funny, because at the same time almost everyone uses the feature in the shape of eCommerce, enhanced link attribution, and cross-domain tracking.

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Simo Ahava

Husband | Father | Analytics developer
simo (at)

Senior Data Advocate at Reaktor