Web site analytics tools should be a 'no brainer' when it comes to online marketing, however leveraging these tools to the best of their abilities takes some consideration. Is the tool you're using set up correctly? Are all your online doors working properly, and why are your numbers different from those generated by the Web sites you advertise with? These seemingly straightforward questions take time and conversation to work through. Finding the answers will provide measurable results for your online metrics every time.