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Users leave small traces of their activity all over the Internet: your website, advertising networks, marketing tools, social media etc. Unifying these activities into a singular user view helps reduce CPA and increase engagement. It also unlocks valuable insights and helps choose the attribution model that reflects reality. Using Tag Manager's data layer and Measurement Protocol to implement User ID in Google Analytics is a reasonable way to get this singular look without turning your marketing upside down and investing in expensive analytics suites.
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