Google Analytics tells you everything and somehow nothing at the same time.

In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei sit down with Edward Ford, co-founder of Hamu and longtime B2B SaaS marketer, to unpack why Google Analytics has become a poor fit for modern B2B teams. Edward shares his firsthand frustration with GA4, from bloated dashboards to insights that are impossible to act on when you are wearing too many hats.

The conversation shifts into what B2B marketers actually need from analytics: clarity, speed, and answers tied to real buying behavior. Edward explains why Optise stands out as a more practical solution for B2B teams, breaking analytics down into discovery, engagement, and conversion so marketers can quickly understand what is working and what to do next.

From founder-led growth to website performance and attribution myths, this episode is a grounded look at how analytics should support decision-making instead of slowing it down.

In this episode:

• Why Google Analytics is a poor fit for most B2B teams
• The biggest problems marketers face with GA4
• What B2B analytics should actually show you
• Why Edward chose Optise over traditional analytics tools
• How better insights lead to better website decisions