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Google Analytics doesn't run a charity. When analytics is free, someone is still paying. Yes, there's no subscription. No invoice. Millions of data points processed for you at no cost. But running analytics at that scale costs real money. With GA, you're just not the one paying. The people..

..visiting your website are. With their data. That's the trade “free” analytics makes easy to overlook. The price of free isn't always on your company card.

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