71% of stores have GA4 installed. Only 11% actually use it. Here's what's broken.

If you ask a Japanese marketer "have you installed GA4?", most will say yes. A 2022 survey of 1,009 web marketing professionals in Japan found 71% already had GA4 installed [1] — and that was before Universal Analytics sunset. If you ask the same people a follow-up question — "have you set up report automation in GA4?" — the answer drops to 11% [2]. One country. One tool. A 60-point gap between "installed" and "actually using." This post walks through what Japanese market surveys tell us about t