The hammer works but what about the hand that holds it?
Answered => “How can Google Analytics be improved?” on Quora.
=> My answer…
Improve the documentation and ease the learning curve. True, a tool can always be improved. But GA’s biggest opportunity is to improve who uses the tool and the depth and breadth of their awareness of the tool and its capabilities.
In short, there’s no shortage of data. The disconnect is at the turn data into information level, as well as the appreciation there of.
Also, Google would also be wise to (slightly) reposition GA as a customer acquisition tool – a la AdWords – because in many ways ultimately, that’s what GA is. Mid-sized and enterprise companies aside, it would be interesting to know how many (mid and small) companies spend more than $100 per month on PPC and rarely look at their analytics. I’m willing to bet the number would be “shocking”.