Google Analytics has been a powerful analytics tool for many years. However, it's not perfect and it does have some limitations.
The most obvious limitation is that Google Analytics does not provide e-commerce tracking for in-app purchases, which can be a major drawback for apps which offer this service.
This is a pretty big limitation in the age of mobile commerce because almost half of all online shopping now takes place on mobile devices, and more than one third of all online purchases are made from apps.
Google Analytics also doesn't have its own ad platform so it can't provide reporting on the effectiveness of digital ads campaigns.
This means that advertisers need to set up an ad campaign with Google Adwords separately to measure its performance through analytics.
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