You're right - but that is also kind of the point. Personally I run an online business and I don't even come close to needing (or using) all the data that Googl

You're right - but that is also kind of the point. Personally I run an online business and I don't even come close to needing (or using) all the data that Google Analytics provides. I think that for your average "offline" business, just throwing Google Analytics at it is major overkill. It may even cause the website owner to simply not look at their stats just because they don't know what to look for exactly.