analytics were valuable / helpful when they included keywords and search phrases used with google - ever since google starting stripping those away, I've spent little time looking at analytics unless some kind of attack issue or something.

I wish google had a privacy option to let users decide if their search phrases should be sent / captured by the web sites people visit. One could dream that they are auto stripped if opening in incognito mode and sent in regular mode unless another setting was changed by the user in chrome or via google account or such.