Google Analytics 4 is not new - when count in the "Web + App property" which basically was a v0.8 - it's out for years. But rollout was weird, a long time essential features were missing. Which is ok, if your product is in beta. But Google pushed the 4 version early as the recommended version and basically confused everyone. So we started to ignore it a little bit - still watched the news, when new features arrived but not really invested into it.

But now it's ready - the essential features are there and a bunch of new ones too. So 2022 is GA4 year - let's do it.