Yesterday, we explored how to query GA4 ecommerce events in BigQuery to analyze your checkout funnel.That post laid the foundation by showing how to pull funnel stage counts from GA4’s raw event data. Today, we’re going deeper.We’ll calculate conversion rates at each step of the ecommerce funnel, handle deduplication at both the user and session … Read more
Understanding how different channels contribute to user acquisition vs. user retention is critical for optimizing spend and strategy. In GA4, while you get some visibility into user types, a more detailed analysis often requires BigQuery SQL. This guide walks you through: Why This Analysis Matters Most marketing teams ask: By breaking down New vs. Returning … 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
Google Analytics 4 (GA4) offers a more flexible and event-based model than Universal Analytics, but it can be confusing when it comes to understanding user types. Here’s a breakdown of the main user types GA4 tracks, what they mean, and what you should consider when analyzing them. 1. Total Users 2. New Users 3. Returning … Read more
Google Analytics 4’s Consent Mode helps websites respect user privacy by adjusting data collection based on consent. While this is essential for GDPR and CCPA compliance, it introduces a challenge: attribution gaps. When users initially deny consent but later accept it (or give partial consent), GA4 sessions and conversions may get split or missed in … 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