The challenge is that all budgets are locked down and the business owner is unwilling to take money from their marketing budget (or any other budget) to put towards analytics.
It is strange but convincing people to take analytics and digital marketing seriously is often difficult.
One way to get around this is to offer the business owner some free competitor analysis then demonstrate competitors who are higher in Google Rankings, have more reach on social media and are thus making more sales ie 'eating her/his lunch. As you probably know, there are many other aspects and KPIs that you can compare a business with its competitors and most business owners do not like being beaten by their competitors.
The brutal reality is that where businesses aren't using digital marketing and measurement properly they will simply cease to exist or at the very least be struggling to compete against those who are.