People aren't actually reading your emails.

You're comparing your performance to a number that doesn't mean what you think it means.

You don't know what you're actually measuring.

You changed too many things at once to know which one actually worked.

GA4 left out your important data.

You're counting conversions that never actually happened.

A big chunk of your best customers has no source at all.

You're counting clicks that were never real customers.

You're getting credit for customers who were already coming.