In our opinion, current state of the art practice with analytics APIs is to extract semi-processed data out and do more massaging locally with tools ranging from Excel to SQL databases and Hadoop. This could be dramatically improved by providing new higher level API with SQL-like declarative syntax specifically designed for analytics. This would outsource hard problems of event collection and big data processing to the API provider, while giving analyst enough power to quickly build reports and live dashboards with potential to mashup other data sources. Infunl is building full fledged tracking service, API and query language.