Ideally you should only have one web analytics tool on your website. If you have nothing and you are starting out then sure have a few different ones, stress test them, pick the one you love (just like in real life!), but then practice monogamy. At the heart of that recommendation is a painful lesson I have learned: It is a long hard slog to convert an organization to be truly data driven. And that’s with one tool. Having two tools just complicates life in many subtle and sub optimal ways. One “switch” commonly occurs is the shift from fighting…