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Google Analytics is geared toward small and medium-sized retail websites. The service has limitations that make it less suited to more complex websites and larger enterprises. For example, the system collects data through a JavaScript page tag inserted in the code of pages the user wants to collect data on. The page tag functions as a Web bug to gather visitor information. However, because it’s reliant on cookies, the system can’t collect data for users who have disabled them. Google also uses sampling in its reports rather than analyzing all available data.
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