Lots of people are (sensibly) using Google Analytics (GA) these days.
It’s free, packed with an ever expanding incredible feature list and as easy to install on your site as could be made possible.
The problem a lot of the time is that companies know they should be collecting data but beyond that are unaware of any configuration being necessary or exactly how they will use the data they collect in the future.
Now, not knowing which data that they collect is going to be the most useful to them in the future or knowing how they and other stakeholders will want that information presented to them doesn’t matter one bit. Reports can be produced or changed retrospectively. They are purely a way of presenting the data that’s been collected in a format most useful to the recipient.
The problem arises when the data hasn’t been collected properly in the first place. Simply adding GA code to your site is not enough.
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