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. 2014 Nov 11;(2):e1558. doi: 10.3897/BDJ.2.e1558

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Timothy Mark Jones, David G. Baxter, Gregor Hagedorn, Ben Legler, Edward Gilbert, Kevin Thiele, Yalma Vargas-Rodriguez, Lowell E. Urbatsch

This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0 (CC-BY), which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

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Figure 1. — What is Google Analytics?

A user directs a browser to a website that contains a tracking code. This tracking code or script leverages the information already being gathered by the browser; but then also writes a cookie back to the device that yields additional information that the browser cannot provide, such as time-on-site or page-views. The packaged set of collected data is then sent back to a Google server in the form of a GIF file. Lastly, the GIF file is then interpreted and incorporated into reports.