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I'm not saying they don't have a ploy here and it's probably to support their attribution tool (inject historical data into it, in the future) and potentially for comparison reasons (but come on, who is going to quit them with their reach). There are plenty of tools within Google Analytics that aren't set up to make them look good, per se. Plenty of mechanisms that allow users to measure indiscriminately. *See Attribution within Google Analytics and the ability to inject spend against goals to determine a channel's cost per acquisition, etc.

It's a play to keep users engaged within their entire stack. Ads + Analytics + Attribution = The Triumvirate.