Step-by-step walkthroughs that go beyond the basics. These tutorials show you how to solve real analytics problems using GA4 + BigQuery, with detailed SQL queries, logic breakdowns, and applied use cases. Ideal for hands-on analysts and technical marketers ready to get into the data.
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 attribution using SQL and compare it with GA4’s data-driven attribution (DDA) tables. This helps you evaluate channels side … Read more
In this guide, we’ll walk you through SQL queries to calculate Active, New, and Returning Users, explore cross-device behavior, and share best practices for deduplication and segmentation. By the end, you’ll have a complete toolkit to analyze GA4 users in BigQuery with precision—perfect for building reports, dashboards, or feeding insights into your CRM or marketing … Read more
Understanding the difference between new and returning users is critical for marketers and analysts who care about user acquisition, retention, and behavior trends. While GA4 simplifies many things, it doesn’t directly provide an easy way to segment returning users—especially if you want to go beyond default reports. This deep dive walks you through how GA4 … Read more
Why Session Stitching Matters in GA4 When analyzing user behavior in GA4 BigQuery exports, you’ll quickly realize: sessions are not always clean, continuous, or unified. With Consent Mode, device switching, and delayed user identification (user_id or gclid), GA4 often fragments what should be a single journey into multiple separate sessions. This is where session stitching … Read more
When Consent Mode is enabled in GA4, your session reporting gets a bit trickier — especially if you’re working with raw event data in BigQuery. If a user hasn’t granted analytics consent (analytics_storage = ‘granted’), GA4 won’t assign session or user IDs. That means no session continuity and no proper attribution. But if you’re exporting … Read more
One of the most powerful features in web analytics is exporting raw data into BigQuery for deep analysis. Both Universal Analytics (UA) and Google Analytics 4 (GA4) support BigQuery, but they do it in very different ways. If you’re a data analyst, engineer, or marketer working with BigQuery, understanding how GA4 and UA differ can … Read more
Google Analytics 4 (GA4) stores event-based data in BigQuery, where sessions are derived from event timestamps and session identifiers. Below are the steps to calculate the number of sessions from GA4 BigQuery exports, including an example SQL query. Step 1: Understanding Sessions in GA4 Step 2: Writing the SQL Query Use the following SQL query … Read more
Google Analytics 4 (GA4) allows you to export raw event-level data to BigQuery for in-depth analysis. Below are the steps to set up the export, along with examples. Step 1: Create a Google Cloud Project Example: If your company is “ABC Retail,” name the project “ABC-Retail-GA4.” Step 2: Enable BigQuery API Step 3: Set Up … Read more