But be warned, Google Analytics is not perfect. It’s absolutely amazing for a free tool that does not pour through your server logs, but as such it has some small drawbacks.
For example, it uses “first party” cookies (small bits of code it saves to the user’s computer), which are the least intrusive kind, but still cookies none the less. This means that while Analytics will pick up on probably ninety-eight percent of your traffic or more, there is that small segment that declines all cookies. Hence you won’t get accurate tracking on that segment.
A bit inconvenient? Yes, but not really a big deal. The great news is that your site will work just fine for these people as well as those who accept cookies. You just won’t have accurate tracking for that tiny group of visitors.
To summarize, not taking advantage of Google Analytics is absolutely insane. If nothing else, you should install the basic script with no special goals or funnels and let the data collect.
Without the customizations you won’t have the in-depth reporting that makes this tool better than most paid versions, but you will have the basic data that any SEO company, marketing expert, or web specialist will need down the road when you want to get more business.