The Best practices to adopt before GA4 Integration are :

1. Taxonomy

Before your Google Analytics 4 data is pulled into Sprinklr, you'll want to ensure that you've established the taxonomy for UTM codes. Sprinklr Enablement Team will build that taxonomy into the Web Profile Builder and Sprinklr Marketplace and then assign the profile to your web domain.

2. Unique Identifier

One of your UTM parameters should have a unique identifier for individual posts/Ads. If multiple outbound posts/Ads have the same UTM parameter value, it won’t be clear which post/Ad drove the traffic. In this case, no Google Analytics 4 data will be attributed to the post/Ad.