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Definitions can have a profound affect on measurement, and the devil is always in the details. Clearly defined analytics measures can save you a great deal of headaches later, but it can take a bit of detective work to get to the bottom of what goes into those definitions. Here's a real world example of how the uncertainty of definitions can make for complications. Working for a group of TV networks in digital analytics in a world where TV Everywhere was rapidly becoming the focus, videostarts became an important measure for our businesses. It seems simple enough, it's the start of a video, right? Well, kinda sorta. After looking at our event counts in Google Analytics, and comparing to