One of the significant gains from switching from a restrictive session-based data model in Universal Analytics to a loosely defined event-based one in GA4 is our flexibility when analyzing the data. These gains are becoming more and more prominent in the new GA4 interface. This applies to both analysis (e.g., customizable reports via Exploration and advanced attribution models) and data processing (e.g., engaged sessions configuration).
At IIH Nordic, we hope for further (currently missing) features to be added to GA4 properties. In particular, product-scoped custom dimensions and connectors to the remaining Google Marketing Platform services (e.g., Display & Video 360, Search Ads 360, and Search Console). With the newly introduced features, Google has made a big step towards use case-parity with Universal Analytics which is the ultimate requirement for Google Analytics 4 to become the source of truth for digital analysts.
Please let us know if you are interested in discussing how GA4 would benefit your organization. Even at the beach, we are available at firstname.lastname@example.org and email@example.com. Talk to you soon and enjoy your summer!