GA4 has been hit and miss

Luckily, there are good alternatives. Matomo, Publytics, Plausible, for example. I tested all three and personally prefer the second, also for the lower pricing and similarity to GA3.

Yeah, it's better to switch to another alternative

What is the downside to GA4?

Why switch?

It's understandable that some companies may be hesitant to migrate to GA4 from Universal Analytics, especially if they're comfortable with their current setup and accustomed to Universal Analytics' interface and features. However, delaying the transition to GA4 until the last minute could potentially pose challenges and risks in the long run.

Here are a few reasons why migrating to GA4 sooner rather than later might be beneficial:

Future-proofing: GA4 is Google's latest iteration of its analytics platform and is designed to provide more advanced tracking capabilities and insights. By migrating early, companies can future-proof their analytics setup and stay ahead of the curve in terms of data analysis and measurement.
Learning curve: Transitioning to a new analytics platform inevitably involves a learning curve for understanding the new interface, features, and capabilities. By migrating sooner, companies can allocate time for training and familiarization, minimizing disruptions to their data analysis workflows.
Data continuity: Migrating to GA4 early ensures continuity in data tracking and reporting. Waiting until the last minute could lead to gaps or inconsistencies in data collection and reporting, making it more challenging to analyze historical trends and make informed decisions.
Integration opportunities: GA4 offers enhanced integration capabilities with other Google products and platforms, such as Google Ads and Firebase. By migrating early, companies can take advantage of these integration opportunities to gain deeper insights into user behavior and improve marketing effectiveness.
While the decision to migrate to GA4 ultimately depends on each company's unique circumstances and priorities, it's essential to consider the long-term benefits of making the transition sooner rather than later. Proactively addressing the migration process can help ensure a smoother transition and maximize the value of the new analytics platform in the long run.