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Companies' Internet presence has evolved dramatically over the past years. Not so long ago, websites consisted of just a couple of pages. They grew into bigger websites with ecommerce transactions. Today, companies' Internet presence has become extremely complex and diverse with social, mini-sites, geo, mobile, local, conversion sites and so on, generating more and more data. The evolution of Google Analytics addresses today's complexity. Yet, simplification & better visualisation of data is key in order to make the right decisions. This presentation will concretely help understand "how to" capture your web presence with Google Analytics API's and Custom Apps.