Google Analytics 4 offers advanced features that improve data analysis. When used in conjunction with BigQuery, the Google Analytics 4 data export allows organizations to effectively store, process, and visualize their data.
This powerful combination unlocks new possibilities for obtaining deep insights that were previously difficult to achieve.
The relevance of the Google Analytics 4 data export to BigQuery cannot be overstated, it unlocks the potential for unlimited data retention, high-quality, unsampled data, and sophisticated analysis techniques.
And as mentioned in my previous post, the GA4 to BigQuery data export connection should be linked and extracting ASAP.
Step by Step Guide to Enable GA4 Data Export to BigQuery
Step 1: Ensure You Have the Necessary Access
Before starting, make sure you have the required access and permissions. You’ll need an Editor role (or equivalent) in Google Analytics and at least the BigQuery Data Editor role in Google Cloud Platform (GCP).
Step 2: Create a BigQuery Project
If you haven’t already, create a new project in Google Cloud Platform.
Navigate to the BigQuery console, and follow the prompts to set up a new project, noting the project ID.
In case this is your first time setting up the Google Cloud environment, note the gift mentioned by Google as you will get to start your Free Trial with $300 in credit.
Step 3: Link GA4 to BigQuery
In Google Analytics 4, select the property you wish to link with BigQuery.
Navigate to “Admin” and under the “Product Links” section, find the “BigQuery Links” option.
Click on “Link”, then “Choose a BigQuery project” and select the project you created in Step 2.
Step 4: Configure the Data Stream
After selecting your project, you’ll be prompted to configure the data stream. Here, you can specify whether you want to export data from your entire property or specific data streams.
Choose the frequency of the data exports (daily or streaming). For most businesses, daily updates are sufficient and cost-effective.
Step 5: Review and Complete
Review your settings, accept the terms of service, and click “Confirm” to establish the link.
Once completed, GA4 will automatically start exporting data to the specified BigQuery project based on your configuration.
The data can be found in BigQuery Studio, within your Google Cloud console. Here, we will be able to see all the Event data that will be synced to BigQuery via the GA4 link we’ve just setup:
Reap what you’ve sowed
With the GA4 data now flowing into BigQuery, the door to advanced analytics is wide open.
The integration facilitates a comprehensive analysis, custom reporting, and the development of predictive models, empowering businesses to make informed decisions and strategic moves.
It could be interesting to truly have a look at what kind of data you are currently collecting.
Think of setting up recommended events, or even custom events to deepen your data collection and enable further deepdives in the data via BigQuery this way.
Also make sure to utilize the tracking capabilities that UTM parameters provide, as these will also be extracted to BigQuery for further analyzing.
As we’ve seen, setting up the export is a straightforward process. However, the real magic begins with the exploration and utilization of this exported data.
A great BigQuery integration to leverage is Dataform for example. It allows you to transform the data directly in BigQuery.
Also, a data scientist can utilize the data for further analysis to optimize your marketing efforts. Think of utilizing your BigQuery dataset for predictive analytics modelling.
Linking other platforms with GA4
Beyond integrating Google Search Console, GA4 allows for the connection of various other platforms.
It allows you to broaden the scope of data and insights available for analysis.
This ability to link with multiple platforms enhances your understanding of user behavior across different channels and tools.
Think of setting up a Google Ads connection, or the link with Google Search Console for example.
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