Which Metrics Should Publishers Be Using in Google Analytics?

By: Graham Charlton | Econsultancy

I was reading this article on paidcontent over the weekend, which points out the value of analytics to publishers, but only if they are using the right metrics. 

The key point was the danger in focusing on pageviews, as this doesn't necessarily help to build the kind of audience that publishers and their advertisers need.  I would agree with that, and though pageviews are not insignificant, there are many more useful metrics for publishers to view.