Via Chris Coyier | @chriscoyier
Here's how most people use Google Analytics: you copy and paste the default tracking snippet into your templates. Look at the pageview data that comes in. That's all good, but that isn't the most useful analytics for many sites. Google Analytics can track just about anything. It's very flexible and very powerful.
Philip Walton and I co-wrote this article to show you how to do some custom GA stuff to help you collect data you maybe didn't know you could collect and how you can look at that data in useful ways.