Stop making assumptions! As an SEO, I have to remind myself of this–question data, question the client, question past and current link development. One assumption I see many companies and website owners make is that Google Analytics gives them everything they need to properly analyze their site. This simply isn’t true.
For many, Google Analytics is constant background noise in their browser. Unfortunately, not all of us are Google Analytics pros, number crunchers, or programmers–sometimes we avoid the more complex applications of Google Analytics code.
I know there are times when I’ve been afraid of breaking something on a site so I’ll hesitate to implement the code I hoped to. Without mistakes we can’t grow and this is why there are “undo” features, local backups, lots of online tutorials, and professionals you can consult with like analytics evangelist, Avinash Kaushik.