Your online campaign needs to be a masterpiece which is performed by a well rehearsed orchestra where all the instruments: Google Analytics, Adwords; Facebooks Ads, have their individual, carefully prepared roles. The experience in the field of Search Engine Marketing however lets you recognise when one of your instruments goes off the script, is out of tune or upstages the rest of the campaign. You need a conductor who makes sure that your campaign does not only look good on paper but also makes sure it performs at the level that you expect it to.