In recent months, I’ve heard a number of marketers express frustration with the task of gathering solid and relevant metrics for measuring their online marketing initiatives. While it seems to be the most popular tool, Google Analytics is often times the target of our clients’ ire. In a recent article in AdAge, Google’s new ‘Analytics Evangelist’ offers up his own opinions about how marketers should be measuring their online programs. He’s not shy about using the word “sucks” when referring to traditional measurement methods and he makes an interesting plea for marketers to focus more on the “why” of their online marketing campaigns. If you’re one of the many who often find themselves cursing Google Analytics, it’s worth the read.