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How much you are spending on ads will impact if an external tool makes sense. If all you marketing was just Google and Meta, then a lot of tools would be expensive to buy month.
You can do a lot with GA4 but the issue is most teams and brands don’t set it up properly or use it to its full potential. I think most brands should build out GA4 and max out its potential before thinking of using another tool. This means a team is more likely to use another tool because they built the muscle to use the tools they have now.
