Here's a crazy idea: Don't use analytics at all but focus on your product. If your success relies solely on "improving conversions" by tracking your users and then changing the position and color of your "Checkout" button then maybe try setting yourself apart such that customers want to buy your product even despite an obnoxious purchasing flow. Only then start optimizing it.

More serious thoughts: Google Analytics introduces performance overhead for your website and now you have to explain to your users which third party is responsible for processing their data on top of yourself. Why introduce those headaches? Are the insights from Analytics really valuable enough to justify the cost? I personally haven't seen it.