You are looking at the wrong place

A couple of weeks back, a friend asked me for help with his Google Analytics and Google Ads. Long story short, he showed me that the traffic from ads was zero but he was certain that those ads were converting. I scrambled... to find out what was wrong with it.

It was confusing. So confusing. What went wrong? I tried to muster every little bit of knowledge about GA and GAds but I could not figure out why.

Then I went back to basics. Do you know what the basics are? Well, it turns out that his GA wasn't linked to Google Ads at all. It was so basic, that I had overlooked it and I reflected on it to other problems.

The problem with problem-solving is that sometimes we look at/to the wrong places for answers, and we tend to complicate matters and think of complex solutions.