You know your business better than Google does.
Don’t you think so?
So you should customize your analytics setup based on your needs.
I have seen, used and audited many Google Analytics implementations.
One thing always surprises me: some of the most useful GA features are almost never used. For example, these three standard features are very rarely used:
👍 custom dimensions
👍 custom metrics
👍 content groups
Sure, these are used by all GA360 customers – but you have them in FREE GA, too.
With custom dimensions, you can create completely new dimensions with which you can segment your users and hits.
For example: segment your users based on their loyalty program membership status. Or send information about your customers’ shopping behaviour as custom dimensions to Google Analytics.
Custom metrics are like events on steroids. Use them in connection with your custom dimensions for completely new insights.
Content groups help you to make sense of your content.Use page templates as content groups to analyse the effect of page template on any metric you want. Or you could use blog post authors and topics as content groups.
It is up to you.
Stop using plain vanilla analytics. Configure & customize your setup to reflect your business and your needs.