Agreed! Can be a cheap Tracker too (its free) and conversion tracking on AM offers does work. When I first starting using it, I was amazed at how many people were really actually hitting my lander on my paid ads. It helped me make a decision to move from Clickfunnels and Convertri to hosted wordpress sites (Optimizepress etc) saving me tons a year. It also helped on my split testing, sort of opened my eyes. That and Hotjar (game changer for me)
Yes I am starting to rely more on GA for the tracking some webinar funnels I am currently running and so far the results are great. I definitely need to sharpen my skills on all GA has to offer especially in terms of event tracking.