These four facts will change the way you see Google Analytics
Let us start by saying that Google has outstanding tracking software and Google Analytics is, without doubt, an excellent free tool that has made web analytics available to the masses. We even recommend using Google to track your data. However, there is an important difference between collecting and interpreting data. There are two vital downsides when relying on Google for the interpretation of your data.
The most crucial issue; Google isn’t an independent player. At the very least, it will be optimized to favor its own products such as Google Ads which is one of their cash cows. Unbiased data will be presented to you as it is and all calculations are based on a complete picture. Secondly, Google Analytics doesn’t allow a connection with any cost data sources except their own.