Sure, I'd love to elaborate on benefits for Mozilla and others that arise from use of GA. The list won't be exhaustive but will provide enough examples. 1. Moz

Sure, I'd love to elaborate on benefits for Mozilla and others that arise from use of GA. The list won't be exhaustive but will provide enough examples. 1. Mozilla launches a new translation initiative for Firefox that is announced on the index page and links to the landing page for the initiative. Google Analytics(GA) allows them to understand the clickthrough rate of the announcement and conversion rate of visitors joining the initiative for all combinations of channels/geographies/mediums and optimizing them. Benefit: Firefox users get better localization as more people join. 2. Mozilla Development Network(MDN, good) competes with W3Schools(bad) for top results in search engines for JS/HTML/CSS related queries. GA has great tools for analysis for search engine traffic and integration with Google Webmaster Tools(GWT) that provides data for MDN team to do better SEO. Benefit: MDN team increases traffic to their high-quality educational information and attracts attention of more users, strengthening Mozilla and Firefox brand. 3. Mozilla wants to teach web technologies to people and promote collaborations with Webmaker. Webmaker team can use Google Analytics custom events tool to collect and monitor specific users actions in the product. That provides data for optimization of onboarding experience for new users. For example, after upgrading UX/UI 50% more users will remix and publish a Webmake. Benefit: more users successfully learn web technologies and create web content for fun/profit. 4. Mozilla gets a significant amount of revenue from search engine deals. Every install of a browser directly translates in small, but measurable increase of funding for Mozilla's projects. Google Analytics content experiments is a great tool for A/B and multivariate testing for increasing conversions on their Firefox download pages. Benefit: Increase in browser installs, therefore increase in revenue, therefore increase of cool projects done by Mozilla. Really, this is just a tiny number of possible use cases of Google Analytics by Mozilla. The efficiency boost by using an advanced web analytics software is immense and there is no open source alternative. It's not Kerbal Space Program advanced level of analytics-foo, this is basic day-to-day stuff for growth hackers/startup founders/marketers/bloggers.