Best practices for using web analytics effectively in UX work. Covers Google Analytics fundamentals, finding out about users, analyzing most visited pages, understanding bounce vs exits, user behavior flow, tracking in-page elements, setting up goals, calculating page value, identifying device-specific issues, heat mapping, scroll mapping, comparing competition, analyzing how users arrive, A/B testing, identifying user segments, automating reports, and customizing dashboards. Emphasizes using analytics often for better insights.