When you first set up your website with a web analytics service (be it Google Analytics, or another service), it is incredibly easy to be overwhelmed by the sheer amount of data coming at you. There are hundreds of data points that can be combined with other data points, that can be filtered by these data points, but only if it lines up with those data points. It can be exhausting if you don’t focus your analytics efforts, and there’s a limit to how much data you can process. When clear goals are not defined from the outset it’s not hard to find yourself buried under a pile of numbers.
It’s like one giant Vegas buffet. You go through the line and all the offerings look so good that you want to pile everything you see onto one ever-shrinking plate. By the time you sit down everything has turned into a giant pile of slop.