diff --git a/google_analytics/templatetags/analytics.py b/google_analytics/templatetags/analytics.py
index 1e34196..e5f79eb 100644
--- a/google_analytics/templatetags/analytics.py
+++ b/google_analytics/templatetags/analytics.py
@@ -4,6 +4,7 @@
 from django.contrib.sites.models import Site
 
 from django.template import Context, loader
+import re
 
 
 register = template.Library()
@@ -20,23 +21,24 @@ def do_get_analytics(parser, token):
         code = None
     else:
         raise template.TemplateSyntaxError, "%r cannot take more than one argument" % tag_name
-   
+
+    if not code and settings.GOOGLE_ANALYTICS_KEY:
+        code = settings.GOOGLE_ANALYTICS_KEY
+
     if not code:
         current_site = Site.objects.get_current()
     else:
-        if not (code[0] == code[-1] and code[0] in ('"', "'")):
-            raise template.TemplateSyntaxError, "%r tag's argument should be in quotes" % tag_name
-        code = code[1:-1]
+        code = re.sub(r'^["\']|["\']$', '', code)
         current_site = None
 
     return AnalyticsNode(current_site, code, template_name)
-    
+
 class AnalyticsNode(template.Node):
     def __init__(self, site=None, code=None, template_name='google_analytics/analytics_template.html'):
         self.site = site
         self.code = code
         self.template_name = template_name
-        
+
     def render(self, context):
         content = ''
         if self.site:
@@ -49,7 +51,7 @@ def render(self, context):
             code = self.code
         else:
             return ''
-        
+
         if code.strip() != '':
             t = loader.get_template(self.template_name)
             c = Context({
@@ -61,6 +63,6 @@ def render(self, context):
             return t.render(c)
         else:
             return ''
-        
+
 register.tag('analytics', do_get_analytics)
 register.tag('analytics_async', do_get_analytics)