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Lots going on here, so, a laundry list of follow up questions and thoughts for you... Are you seeing AMP results showing up in the Search Console? Are you seeing them indexed as intended? If you're doing Native AMP, you won't be able to diagnose pages by /amp URL types of formatting. It might be worth trying to fire off an event, or custom dimension in GA, for AMP = Yes / No or something like that. For the sitewide view, have you tested loading pages on a private browser and incognito mobile browser and seeing if they show up in GA realtime in each of the 3 views when they're supposed to? It looks like you might be using Cloudflare - I haven't dealt with an AMP site that uses it, but have you checked whether there are compatibility issues or anything you need to activate? Are any Google Tag Manager pages set to fire on HTTPS only? Are any GA filters in place that specify HTTP/HTTPS that need to be broadened? Your Amp Analytics code seems to match the one on a site that is functioning as intended, so I don't think it's a formatting issue. For the GA view filter - it seems like you should be able to simply include/exclude traffic to shop.winefolly.com - why the added complexity beyond that?

I think also the folding of the page, there is nothing interesting and you can only see the top of the first image, you also need to think about that, not everybody has a big screen, check your Google Analytics.  Try to move everything up and play with the empty spaces. Also check your marketing campaign maybe your are promoting to the wrong audience. I hope this help.

Hi Justin, Ideally all links would be 301'd to a corresponding page on the new site. Your "penalty" isn't going to be a penalty so much as a step backwards in past SEO efforts. Neglecting to 301 the pages with links will certainly do more harm than implementing the redirects to less-than-ideal pages. 45 isn't a tremendous amount to deal with, and they don't all have to go to a corresponding page, though that would be the best approach. If there is similar content on your new site, redirect to that, and if there' s nothing remotely similar, then just send it to the homepage and move on (unless you have plans to create future content that is similar). Use Google Webmaster Tools, Analytics, and Open Site Explorer to determine which pages need to be redirected the most.