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If you’ve ever worked with data in Google Analytics, you know it’s a goldmine of insights. Website traffic, traffic sources, user behavior, conversions — everything laid out clearly. But is that really all you need to make solid business decisions?

Imagine this: your latest marketing campaign increased website traffic by 30%. Great news, right? But… did that traffic actually generate revenue? Did the visitors end up making a purchase — for example, after filling out a form and speaking to a consultant? That’s something Google Analytics won’t tell you.