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"For advertisers who are currently pulling in conversions from UA, and don't upgrade, spend in campaigns like PMAX will drastically decrease if target ROAS/CPA is set (as system won't detect any conversions)”, Scott Redgate

“As privacy concerns mount, there’s a big shift away from third-party data in online advertising. That means that first-party data is gaining in importance. If you have a list of existing customers, feed that first-party data into your Google Ads campaigns to improve targeting”, Search Engine Land

“If your feed contains incomplete data, or if your title text is poorly optimized, your ads will look and feel worse than your competitors’, and you’ll either get fewer or more expensive conversions”, Search Engine Land

“GA4 is quite challenging and not a plug-and-play analytics tool like Universal Analytics; you need to spend a good amount of time learning it. On the other hand, it comes with plenty of new features you can use and enhance your analytics to an unprecedented level.”, Search Engine Journal