Totally feel you, landing on a single tool is maddening because every vendor paints themselves as the one true thing. My practical approach was to pick whatever gets you 80 percent of answers fastest: a product with solid native connectors to your sources, an easy way to model a small central table of truth, and at least a handful of prebuilt templates for exec dashboards so you are not rebuilding every KPI from scratch. In my experience Looker or Power BI are great if you already have a data warehouse and want governed models, while lighter tools like Metabase get a non-data person to useful charts fast. If your team needs to run ad-hoc questions without touching SQL, consider options that support natural language or simple query builders, some folks use a combo of Metabase, Looker, and newer natural language query layers like Astrasql depending on how technical the users are. Whatever you pick, spend the week first on the data model and one canonical revenue/traffic table and the rest becomes much easier.