What is a limitation of the standard version of Google Analytics?

The standard version of Google Analytics has a limitation in that it defaults to last-click attribution. This means that when analyzing how users convert and which channels contribute to conversions, Google Analytics attributes all the credit to the last marketing channel that a user interacted with before making a purchase or completing a goal.

While last-click attribution is a common method for measuring the effectiveness of channels, it does not account for the full customer journey and the multiple touchpoints a user might encounter before converting. This limitation can skew the understanding of which marketing efforts are truly driving conversions, as it overlooks the influence of earlier interactions that may have played a significant role in guiding the user toward their final decision.

In contrast, the other options presented do not accurately describe limitations of the standard version of Google Analytics. For example, data reports are indeed provided free of charge, and data collection happens in real-time, which are both significant advantages of the platform. Additionally, Google Analytics can be integrated with Google Ads, allowing for a comprehensive view of campaign performance across different channels.