I suspect most of the people saying &quot;you don&#x27;t need Google Analytics! Do it yourself!&quot; have never used GA for anything that meaningful. As you begin to really familiarize yourself with your website traffic and understand how to look at your clickstream data in a more investigative an analytical way, you&#x27;ll start to see how nice GA is and how easy it is to answer your questions.<p>You also underestimate how ubiquitous GA is because it&#x27;s free and extremely popular. I&#x27;d consider myself an intermediate to advanced user of GA, but for people less experienced, I can easily share stuff with them for complicated tasks or they know how to do a lot of the basics themselves.<p>In hiring digital marketing people, GA is pretty much on par with Word in terms of familiarity. It&#x27;s something a lot of people have a basic competence with.