● Amount goal is different to number of actual events you have. ● Default attribution model "Last click non-direct" is not relevant for your business model● You have recurrent payments which you are not able to track in Google Analytics ● Sampled data cannot be a reliable source of truth and you are on the way to gather all the data in your own data warehouse

● Each member of your marketing team measures their efficiency in a different way: metrics from different tools, conversion window for each traffic source and attribution model. You cannot see the full picture● CAC/LTV model is too simple for your business because number of touchpoints is too high before the conversion will happen. So you have a need to evaluate acquisition activities and costs separated way of your retention activities and costs ● Marketing costs within each campaign are distributed between a single campaign goal. But visitors might perform other significant actions and that's why efficiency might be underestimated.

● Separation of effectiveness between acquisition and retention channels is needed for the product team in order to see the full Customer Journey Map outside of the product.● Product teams might want to estimate costs of specific action in order to estimate the value of their feature