Out of the box, Google Analytics is a powerful tool to add to your armory of search marketing, customer relationship, and other business-management firepower. With only a single page tag required to collect data, it is straightforward to set up, and with the addition of some filters, you can really gain an insight into your website performance.
If at this stage the reports answer all of your questions, that's great. However, you may find yourself asking further questions that are not answered by default in your reports. Fear not—you can still achieve a great deal more insight with a little bit of lateral thought; Google Analytics is incredibly flexible in that respect.
In Chapter 9, you will learn:
To customize the ...