In the previous two videos from the API team, tech lead Jacob Matthews discussed What Is the Google Analytics API and Steps To Using the Google Analytics API.

In our third video, we turn to Ruth Doane, another Tech Lead, to take a step back and look under the hood of Google Analytics itself. Did you ever wonder how data is collected and organized in Google Analytics? See what happens to traffic data after it is sent to Google Analytics and learn how it gets processed and stored, and then ends up in the Web Interface and Custom Reporting.

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