Cross-Device Session Stitching and Multi-Touch Attribution in GA4 Using BigQuery
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 creates a major challenge for marketers: Which touchpoint truly drove the conversion? BigQuery provides the ability to reconstruct … Read more