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Institutional memory comes in two forms: people and documentation. People remember how things work and why. Sometimes they write it down and store that information somewhere. Institutional amnesia works similarly. The people leave and the documents disappear, rot, or just become forgotten (as it were).

Do you know what is the most common question that I get every day on social media, forums or email? "How to get insights about my Google Analytics data?" People approach me saying that they have a Google Analytics account for years, but they look only at page views or the number of visitors they get.