Choose an SMB renderer that will do a holistic view. You can say that I just want to start with email or ads or web analytics. That's fine but choose a renderer that will have all of those so you can expand in the future. As my business grows, can this support me? Can this support use cases as my business grows? I chose one renderer that just does analytics. Now I have to choose another one that does email. You don't want to be in that situation. Try to see who will help you grow. As you grow, can they meet your needs? That's super important.