Google provides powerful tools that are often (and usually) implemented wrong. Here are some pros and cons to using Google Analytics and Tag Manager (GA/GTM) .
We evaluated integrating Google's APIs as part of our MVP, however, we found that the data that Google gives you is highly limiting and cannot be traced back to actual customer activity.
Our Website Analytics use raw website data in order to accurately identify which pages correlate to conversion, identify which advertisements are bringing in quality leads, and quantifying the ROI of every marketing asset and collateral you create.
In addition to Atlas AI, there are other open source website analytics solutions available on the market. It's a good idea to evaluate what's available before giving all your data to Google, who gives you very little in return.