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2. Implementation and Setup > 31. Use Custom Variables Wisely

Use Custom Variables Wisely

Use of custom variables to track data most relevant to your business, generating a more complete view of the visitor in the process.

While there is no industry standard definition, a custom variable is essentially an addition to your standard web site data collection strategy, commonly collected via a page tag or query string parameter and stored in a client-side cookie (Figure 2-18). You can have many custom variables per cookie, each containing a name=value pair such as "color=blue" or "rating=five stars“. Custom variables can be used to count nontraditional data elements, but are ideally tied to a specific business objective.

**pd#119**Custom variable deployment

Figure 2-18. **pd#119**Custom variable deployment


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