Google Analytics 4 (GA4) represents a significant shift from its predecessors by adopting an event-based model, offering new engagement metrics, and providing more detailed user behavior insights. While these changes aim to address long-standing criticisms, such as the limitations of session-based tracking, GA4's features appear outdated compared to current industry standards, lacking in retroactive data capabilities and flexible targeting. The codeless tracking feature, although reducing setup complexity, still requires users to define events in advance, potentially leading to incomplete datasets. Additionally, GA4's integration with BigQuery involves costs that may deter users seeking unlimited data access. The AI and predictive insights offered by GA4 are essentially automated alerts, falling short of delivering novel insights from hidden data trends. Governance tools in GA4 have not evolved to handle the vast data streams of modern analytics effectively, and transitioning to GA4 requires a complete overhaul rather than a seamless upgrade, posing significant challenges and costs to businesses. Despite being an improvement over Universal Analytics, GA4 seems ill-suited for the current era's demands, as it lacks features that automatically capture comprehensive data and offer deeper insight discovery.