Tag Manager
We use Tag Manager to capture data from webpages. It is yet another Google Account the client needs to open, again all on the one google account.
It operates by embedding some code on your webpages, but the nature of the data captured can then be fine tuned by using a separate Tag Manager control panel. This saves on having to edit analytics code on the page itself.
We have found Tag Manager essential to operate analytics on AMP pages as the normal analytics widgets are written in javascript, not allowed on AMP.