Is using Google Sheets as a single source of truth a good idea or a bad one?

I’m curious how other agencies handle this.

Instead of connecting multiple APIs (GA, GSC, Ads, etc.), what do you think about this approach:

– Team works in structured Google Sheets (SEO work, ads data, leads, priorities) – Sheets act as the single source of truth – Dashboards and summaries are built from that data – Clients don’t see Sheets, only dashboards

Pros I see: – Flexible – Easy to audit – No API breakage – Everyone already knows Sheets

Cons I’m thinking about: – More discipline required – Manual input (unless automated)

For agencies with 5–100 people: Would this simplify things, or create more problems?