Google Analytics is widely used for tracking SEO and Google Ads performance, but its limitations become apparent when trying to analyze customer behavior beyond these areas. Originally designed for a web environment focused on pageviews and visitor metrics, GA struggles with modern, user-centric analytics due to its underlying data model, which is centered on aggregate advertising metrics rather than individual user information. This model limits the capability to track user properties, perform retention and cohort analyses, and create unified customer identities across different devices or browsers. While GA offers robust integrations with Google Ads and Google Search Console, businesses seeking detailed insights into user behavior and customer journeys may need to consider alternative analytics tools that are designed with a user-centric approach, allowing for a more comprehensive understanding of customer interactions and improving data-driven decision-making.