BigQuery, Google’s cloud data warehouse, empowers users to transform vast datasets into actionable business insights. Originally accessible only to GA360 users, the enterprise version of Google Analytics, the integration of BigQuery with GA has become available to all users with the introduction of GA4, and it comes at no extra cost.

Exporting GA4 Data to BigQuery: Unlocking Analytical Potential

Exporting raw data from Google Analytics 4 properties to BigQuery offers unparalleled flexibility in data analysis. By utilizing SQL syntax, users can query and model the data according to their unique needs. Importantly, when you export GA4 data to BigQuery, you gain ownership of that data, enabling in-depth analysis of user behavior and traffic on your property.

Getting Started: What You Need

To embark on this journey, you’ll need a Google Analytics 4 account and a Google Cloud Project. If you haven’t yet upgraded your universal analytics properties to GA4, refer to our comprehensive guide for a smooth transition.

Why Link BigQuery to GA4? Key Benefits:

  1. Unsampled Data Access: Access raw events data for more accurate analysis.
  2. High-Speed Reporting: Leverage Google’s infrastructure for rapid SQL query processing.
  3. Integration Possibilities: Seamlessly integrate with other data sources such as CRM, Facebook Ads, and more.
  4. Data Manipulation Flexibility: Create unlimited dimensions or custom channel groupings.
  5. Machine Learning Applications: Apply machine learning to your dataset for precise predictions.

Linking BigQuery to GA4: Step-by-Step Guide:

  1. Navigate to your GA4 property and go to the Admin page.
  2. In the Property column, click on “BigQuery Linking.”
  3. Select “Link” and choose a BigQuery project from the displayed list (create a new one if needed).
  4. Configure settings, including advertising identifiers for mobile app streams and export frequency (Daily or Streaming).
  5. Submit the configuration and navigate to Google Cloud Console.
  6. Enable the Google BigQuery API and manage credentials.
  7. Add “firebase-measurement@system.gserviceaccount.com” to enable GA4 data export to BigQuery.
  8. Grant the service account email Editor access.
  9. Wait for 24 hours for data to be exported to your BigQuery dataset.

Writing Your First Query: Explore the Data Within each dataset, you’ll find two tables: events_intraday_YYYYMMDD for today’s raw events and events_YYYYMMDD for the full daily export of events. Replace the placeholders with your project ID and GA4 property ID.

Get started with a sample SQL query, such as one recreating a traffic report in Google Analytics, and delve into the wealth of insights that linking BigQuery to GA4 can provide for your analytics journey.

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