We’re pretty big on not using out-of-the-box Google Analytics. It’s a pretty good tool, but only if you care enough to use Advanced Segments, eCommerce groupings, on-site search tracking, and a range of other things. Default GA gets you nothing to work with to improve your site.
Google Analytics is a live beast, though – there’s always more to learn.
And if you wanted to learn more about using Google Analytics to maximize your conversion lift or refine your segment use, you could do a lot worse than spend an hour with Dave Booth, 2014’s Digital Analytics Association’s Practitioner of the Year.
Watch and learn as Dave teaches you “Google Analytics Tricks for Huge CRO Advantage.”