I don't really understand any of this stuff. I have had it all setup for years - Analytics, Merchant Center, Google My Business, Webmaster Tools, and Adwords. But I can't honestly say it's been very useful other than to take my money for Adwords. I even tried not advertising at all for a while, so I can say Google ads DO get us some business. Enough to justify the expense is a question I have never been able to answer.