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Really interesting and kind of scary. We won't be moving to GA4 but to Amplittude. Any thoughts on that? Never used amplitude before

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Never used Amplittude myself, so sadly can’t give you any insight. Hopefully you can make the move before Google Universal Analytics shuts off.

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I’ve had more people asking me about Amplitude, so I will defer to this great article written by Analytics Evangelist Adam Greco https://amplitude.com/blog/amp-ga-questions

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