Mike Tekula provides an interesting view on hacking Google Analytics to suit your needs. No platform provides everything, but sometimes you need a few more features than what the original tool offers.
Tekula tells us about a few clever SEOs who take on complicated and difficult projects. They walk through how to customize filters to rank and track, enhance interaction and provide more data through Greasemonkey userscripts, and more. And while Tekula makes several outstanding points, he probably missed my article that explains how Google Analytics now tracks more than the last referring source.