Brian asks, “When should a company really consider shifting over to Google Analytics 4?”
Interestingly, reports from Reddit say people setting up new properties are not given an option for GA 3 (aka Universal Analytics, it is available as an ‘advanced’ option) so we’re already seeing Google pushing hard for GA 4 adoption.
You should deploy it as soon as possible to begin collecting data in parallel with your existing Universal Analytics properties. You should also consider setting up a training property you can muck around with.
You should begin using it as the standard of measurement once you can replicate everything that mattered to you in GA 3. That will take some time as the configuration and setup to do so will take a little while. This also requires proficiency with Google Tag Manager and Google Data Studio.