Big data has become a very important part of doing business, but there's one particular type of data that every business has deal with, and that's web site traffic data. Web analytics, as it's commonly known, is crucial in positioning a web site because it shows you where your users came from, what kind of device they use, their browser type, and whether they clicked on an ad to get to your site. This is all important data to know if you want to run a successful online business. In the early days of the web, there used to be a lot of different analytics options, but these days it's safe to say that the vast majority of sites use Google Analytics. This is because it's well known, integrates with other Google products, and is supported out of the box in many web site builders, making it easy to implement. However, I think it has two big flaws. The first is that it's difficult to get actionable data from it. Over the years, many additional features were added, but
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