At that time, especially as who managed campaigns, they focused mainly on the stats that were in Google AdWords. I think it was a general practice that Google Analytics wasn't that popular. So if you had any curious in this direction, you could easily migrate to analytics. It required soft skills and the shift in the approach. And if you like your work as a practitioner, it's even harder to migrate to managers role. Because you feel that you'll be missing out on the new stuff and technical stuff.