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GA4 is fundamental in my daily life, PPC that I don’t use, is completely blind to strategy and results. And that, unfortunately, GA4 is not the 100% ideal tool yet, it uses a lot of sampling data and has a delay in processing and modeling the data, I prefer to use big query to process the raw data according to business needs. But objectively, I use GA4 to visualize all post-click KPIs (session, bounce rate, engagement rate, average time per session, conversion tx). In addition to mapping the conversion path on the website, abandonment rate through personalized events, cohort and different attribution models (first click, data driven and last click).
