In fairness, much of the modern data analytics field was born out of the need to quantify advertising effectiveness, so I'm not surprised the two have become co

In fairness, much of the modern data analytics field was born out of the need to quantify advertising effectiveness, so I'm not surprised the two have become conflated. Google Analytics is (mostly) free in part because it supports and validates users of Adwords, and this has contributed heavily to the ubiquity of GA.