Why it matters
It's the scoreboard most businesses run on, and a misconfigured one lies confidently: conversions double-counted, campaigns invisible, half the story blocked by consent choices. The tool is free; wrong decisions made on its bad data are not.
How it works
A script reports events from your site; you declare which count as conversions; reports slice them by source, page and audience. The defaults measure little that matters to a specific business: the value appears after deliberate setup of conversions and clean campaign tagging.
What to do about it
Configure the three to five conversions that map to money, tag campaigns consistently, and build one simple report the team reads monthly. Ignore the other three hundred metrics.
