What Analytics Is Not

The short answer is: Google Analytics is not magic. It’s not some mystical force
that will automatically generate traffic to your web site. Nor is it the flashing
neon sign that says, “Hey, you really should be doing this instead of that.” And
it’s most certainly not the answer to all your web site traffic problems. No, analytics
is none of those things.
What analytics is is a tool for you to use to understand how visitors behave
when they visit your web site. What you do with that information is up to you.
If you simply look at it and keep doing what you’re doing, you’re going to
keep getting what you’re getting.
You wouldn’t place a screw driver on the hood of a car and expect it to fix
the engine. So don’t enable Google Analytics on your site and expect the application
to create miracles. Use it as the tool that helps you figure out how to
achieve those goals.