GA4 feels like a huge step backwards. Tons of functionality in the previous version is missing or replaced with smart “insights” (where you have to try to describe your query in plain text, which it will always get wrong). A good time to move on to something better.
It goes along with the philosophy of removing useful data that they've had for at least the last 10 years. Metrics like average position or search impression share in Adwords got removed, along with consistently broadening keyword match types (plus other quiet, but signficant shifts like moving away from second price auctions). The biggest introductions emphasized automated bidding strategies, view through conversions and hyper-optimistic offline conversion attribution tools. Analytics removed organic keyword data years ago and has shifted some focus towards multichannel attribution, but this is the biggest leap. The goal in PR speak is "understanding the customer journey across all channels" but in reality it is more like trying to capture more dollars from brand advertisers (see: big orgs with layers of burecracy with a big budget and 0 accountability) and mask the inefficiency of their platform for others (think lead gen-- Google tested running their own insurance comparison service, but it was more profitable to charge insurers $xx.xx per click instead. Similar situation with OTAs/home services).
They keep adding layers of opacity to mask ever shrinking ROIs while making it easier for anyone to spend more on ads. Eventually they will get to the point where you set a budget and you get what they are willing to provide based on what their "AI" decides is best to maximize their fill rates, auction participants and their earnings per page view. No keywords or managed placements. It isn't like there is an alternative and their inertia isn't going anywhere.
