Stop donating your customers' data to Google Analytics
While running my first business GA was not really usefull (We used internal tools easier to integrate in the code and adapt to our needs).<p>However GA data showed its usefullness when selling the business. The data was considered as a <i>trusted</i> source of information for the buyer.
And all the definitions (unique user, etc) were aligned with the buyer's, so it was easier for them to assess the metrics.