Connect GA4 to Google BigQuery

Connect GA4 to Google BigQuery in 2023

It is very simple to connect GA4 to Google BigQuery, it can be done in a fast and easy manner with Windsor.ai.

First Step:

You need to select GA4 as a Data Source and Grant Access to Windsor.ai.

Second Step:

You will need to go to Google BigQuery as a Destination.

Third Step:

Make sure you follow the instructions on the screen. Once you complete the setup your data will start streaming in the interval you specify. You can always come back and change the settings at a later stage.

 (Don’t forget to grant access to bq-upload@windsor-ai-bigquery.iam.gserviceaccount.com)

Fourth Step:

As a connector URL, you can use any URL providing a JSON. Either from the connectors or for example a URL with cached and transformed data from Charts.Windsor.ai

Why should you enable the BigQuery linking for GA4?

Integrating Google Analytics 4 (GA4) with BigQuery provides several advantages for businesses that rely on data-driven insights. Here are some reasons why integrating GA4 with BigQuery is beneficial:

1. Raw Data Accessibility: GA4 data integration with BigQuery allows you to access and store the raw, granular data collected by GA4. Instead of relying solely on aggregated and preprocessed data within the Google Analytics interface, you can have direct access to the raw event-level data. This gives you more flexibility in performing advanced analytics, custom analysis, and building customized reports based on your specific business needs.
2. Advanced Analysis and Customization: BigQuery’s powerful querying and processing capabilities enable you to perform complex analysis on your GA4 data. You can write custom SQL queries to extract meaningful insights, perform cohort analysis, calculate custom metrics, and combine GA4 data with other data sources (e.g., CRM data, advertising data) for deeper analysis. This flexibility empowers you to uncover unique insights and make data-driven decisions tailored to your business.
3. Cross-Channel Analysis: Integrating GA4 with BigQuery allows you to combine data from various sources and platforms, including website data, mobile app data, and other marketing platforms. This integration enables cross-channel analysis, where you can examine the customer journey across different touchpoints, attribute conversions accurately, and understand the impact of different marketing channels on user behavior and conversions.
4. Data Transformation and Enrichment: With BigQuery, you can transform and enrich your GA4 data before analysis. For example, you can create new calculated fields, clean and normalize data, merge GA4 data with external data sets, or enrich it with additional contextual information. These transformations enhance the quality and depth of your analysis, enabling you to gain more precise insights and understand user behavior in greater detail.
5. Custom Reporting and Visualization: By integrating GA4 with BigQuery, you can build custom dashboards, reports, and visualizations using data visualization tools of your choice. You have the flexibility to design reports that align with your specific reporting requirements and business goals. This enables you to create customized reports that provide a comprehensive view of your website or app performance, user engagement, conversions, and other key metrics.
6. Scalability and Performance: BigQuery is a highly scalable and fast data warehousing solution. It can handle large volumes of data and process complex queries efficiently. As your business and data grow, BigQuery can accommodate the increasing data volumes and ensure optimal performance for your GA4 data analysis.

Conclusion

Connecting your GA4 property to BigQuery is an efficient way for digital marketing specialists who rely heavily on their website analytics for insights about their customer’s behavior.

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