Should You Upgrade Your Universal Analytics to Google Analytics 4 (GA4)?

Just when you started to get used to Universal Analytics, Google had to go and switch it up again. They just released Google Analytics 4 in October 2020. I totally slept on the announcement and didn't even notice until I started setting up Google Analytics for a new website.

You may have noticed inside your Google Analytics Admin area this option to upgrade to GA4:

So what's the deal, should you upgrade?

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