GA4 is essentially a completely new tool, developed to deal with the myriad changes that have occurred since Universal Analytics was launched in 2012. But certain recurring issues are putting people off using GA4.
For this, your best friend is Google BigQuery - a huge and highly secure data warehouse, complete with a query engine. It keeps all your Universal Analytics data safe, and ready to tie up with new GA4 data. BigQuery also includes real-time analytics which helps increase insights, and supports your decision-making processes when you need them the most.
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