Web managers are convinced that they know their sites pretty well. They spend so much time engaged with them, some of them even dream -- or have nightmares -- about them. In their overworked and underfunded library reality, it's convenient to take that site knowledge for granted, to assume you know all you need to know. With so many ways to collect and analyze data, it's also easy to throw up your hands at the overwhelming idea of it all. Google Analytics (GA) is one of the most widely used site-usage packages out there. It's robust, easy to use, and Web-based. It can track both desktop and mobile usage. Plus, you can't beat the price -- it's free. Goals are a really useful feature of GA, and are, simply, the end result of some process you want users to complete. The process, in GA, is called a "funnel path," which is the optimal path a user can take to complete said goal.