Google Analytics or any analytics for that matter can be super powerful. Unfortunately, most people view these reports or dashboards as nothing more than reports.

Boring reports, that once they are sent off to the marketing or salesperson — they are never thought of again.

Heck, I've been in a lot of companies where the person who creates the report even is told to fudge the numbers or only report on the ones that look at the company favorably. Vanity metrics can either stifle a company's growth or kill it.