Using GA4 + simultaneously testing several "simpler" alternatives 100% favorite so far is @PlausibleHQ Not free/not a ton of bells and whistles, but SOOOO easy to use (for clients too) and the data is near real-time Good solution for ~70% of websites that have trouble with GA4
They use UTMs in Plausible itselfe the same as you would in GA. No need to invent a new standard for tracking. Google doesn't own utm parameters 😉
