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Google Tag Manager makes it easier to implement some of the more complicated Google Analytics features, such as User ID tracking. User ID tracking gives you the ability to measure real users instead of devices. This provides more accurate data for you, which ultimately helps your users! It’s a win-win. Tag Manager also helps with common challenges in Google Analytics, such as Custom Dimensions, Cross-Domain Tracking for multiple sites that are tracked together in Google Analytics, and Enhanced Ecommerce that requires collaboration with developers
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