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Web analytics is hard enough when your data is telling the truth, but it's downright impossible when your data is lying to you. The first step in solving this problem is to identify the metrics that can lie, mislead, or cajole you into believing something is important when it simply is not. In this video, Avinash Kaushik presents four such metrics along with multiple ways to improve these KPI's by changing how they are presented, simplifying them into their most basic forms, or combining them with other metrics.
Length: 32 min.
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