Google Analytics 4 has been a let down in many aspects based on every discussion I’ve seen and had with professionals of all stripes – marketers, advertising specialists, CROs, GA professionals, online experimentation experts, etc. One of the less discussed issues it brought with it is the default heavyweight GTAG library integration it comes with. GA4’s GTAG compares quite unfavorably to the Universal Analytics’ analytics.js library and incurs a much heavier toll on website performan...
