The document contains 11 golden rules for web analysts: 1) Love your web analytics tool but check its performance; 2) Do not be confused by other vendors' marketing but check claims carefully; 3) Dive deep into your analytics solution but do not get lost. The rules advise analyzing facts, avoiding vendor talks at conferences, discussing conversions not just page views, being aware of unusual questions from boards, and involving whole teams while turning analytics into an optimization source.