Using GA4 is just the normal thing right?
Look in a room full of marketing experts and they will say yes or shrug.
Look in a room full of tech people and you'll see all security experts and security adjacent people screaming HELL NO or simply giving a nuanced answer that ultimately comes down to "no". Some will do funny little dances, some probably even just praying to a sun or rain god because they just lost it at that comment. I know I would.
To answer: no GA4 is not just the normal thing. There is no normal. It's the dominant thing and it invades privacy like hell and the whole thing needs to be thought about in a different way. I'd advice almost everyone to stop smoking that Google crack pipe and roll your own or find an analytics friendly vendor.
Yea I got a bit rhetorical there, apologies for being a bit fed up with this situation.