There is a lot of negativity out there when it comes to Google Analytics 4.
I get it. It’s a new product that looks, feels and works differently from what we’re all used to in Universal Analytics.
And, as many readers would rightly suggest, it’s still missing features. [Disclosure: I used to work for Google and helped build the foundations of Google Analytics 4]
All that being said, I’m here to offer an unpopular opinion: GA4 is actually a great tool. Not only that, it’s a lot more…
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