Google Analytics is a powerful tool that can track a wealth of data about your website visitors, but there are some things it simply can’t track. For example, it can’t tell you how a visitor is feeling or what they’re thinking. It also can’t track offline conversions or phone calls that happen outside of your website. Finally, it can’t track ad impressions or clicks that happen outside of Google Ads. Keep these limitations in mind as you use Google Analytics to better understand your website performance.