M arketers around the world had already started slicing the piles of big data for customer intelligence and other marketing purposes. The data around us is gigantic and we should be on toes to absorb insights from the same. So how people are missing something like Google Custom alert when it comes to web analytics?. I wonder when I realized that Google custom report is the one option in the tool which has been used to a lower extend when compared to all other drop downs and tabs. Custom alerts in Google Analytics gives the user a reminder or a message when something negative or positive happened to the website’s patters. So he or she doesn’t need to log in all the time and dig out for knowing what happened bad or good. A user can define the threshold levels for an alert and it goes so important in a business scenario when you are getting informed abruptly when something happened which needs your attention. How to set up an Alert in Google Analytics (GA) ?