GA4BigQuery
Unlock the power of GA4 and BigQuery
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Introduction If you’ve started analyzing GA4 data in BigQuery, you’ve likely come across the field: It looks simple at first — but in the context of Consent Mode, user stitching, and multi-touch attribution, its meaning and behavior…
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Introduction Analyzing GA4 data in BigQuery can be incredibly powerful — but it’s easy to end up with slow, expensive queries as your logic grows. After writing complex GA4 SQL for things like session stitching and consent-aware…
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In today’s multi-device world, users often start a journey on mobile, continue on desktop, and convert on a tablet. GA4 UI can deduplicate users but splits sessions across devices, making session counts and marketing attribution unreliable. This…
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Session counts in GA4 often don’t match what you see in BigQuery exports. This is because GA4 constructs sessions using rules like inactivity timeouts, traffic source changes, and midnight splits. For analysts and marketers, this can lead…
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Marketers often ask the big question: “Which channel really drives conversions?”With GA4 and BigQuery, you can move beyond guesswork and analyze attribution models directly in your data warehouse. In this post, we’ll show how to implement last-click…
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In web and app analytics, sessions are the foundation of most user-level metrics. However, GA4 fundamentally redefines sessions compared to Universal Analytics (UA). Where UA relied heavily on time-based rules, cookies, and pageview hits, GA4 is event-driven,…
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Google Analytics 4 (GA4) has been evolving rapidly, but one hot topic in 2025 is data sampling. Many marketers and analysts are noticing that GA4 reports now apply sampling more aggressively than before, which can lead to…
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Marketing teams constantly ask: “Which channel truly drives conversions?” GA4 provides user-level metrics and event data, but discrepancies between the GA4 interface and BigQuery exports can make attribution tricky. For example, Active Users or New Users may…
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If you’ve ever compared GA4 user metrics in the interface with BigQuery exports, you might have noticed discrepancies. For example, Active Users, New Users, or Total Users in the GA4 UI often don’t match what you calculate…
