Garden Zomble by Design ToscanoAnalytics can be scary. Holly says they make her feel like a zombie after she spends hours down the rabbit hole with them. But we try hard to keep web analytics from being zombie-scary.

We want to help you to understand and use web metrics to make real impact with your website. The Ask The Expert session with Avinash Kaushik on Google Analytics last month generated more questions than could possibly have been captured in the one hour time slot. Avinash followed through and compiled answers to the questions that went unanswered in the session. You can read the responses and more on his blog.

Flickr Photo: ralphhogaboomIf you're an NTEN member, you got to sit in on a great Ask the Expert session with Avinash Kaushik last month. (If you missed, it you should definitely check out the recording.)

Anyone who's had the pleasure of listening to Avinash talk about metrics knows he's the real deal. He's not just measuring for the sake of measuring: this guy is out to measure REAL IMPACT. He knows that measuring bounce rates or click throughs is meaningless unless you can explain what those statistics mean to the mission of your organization.

The latest post on his blog blows the lid off traditional analytics and explores a side of your website you may not have known about before: its offline impact.

We all know that, to some degree, our websites drive offline action as well as online action. Our sites encourage people to pick up their phone and call us. They drive people to come into our offices and volunteer. They compel people to change the lightbulbs in their houses to CFLs.

But how can you use web analytics to track what people aren't doing on your site?