If you’ve used Google Analytics for your website, chances are you’re familiar with Universal Analytics (UA) — the long-standing version that most marketers and analysts grew up on. But now, Google Analytics 4 (GA4) has taken center stage, and it’s not just a redesign — it’s a whole new way of thinking about analytics. Key … Read more
Introduction In web and app analytics, sessions are the foundation of most user-level metrics. However, GA4 fundamentally redefines sessions compared to Universal Analytics (UA). Where UA relied heavily on time-based rules, cookies, and pageview hits, GA4 is event-driven, focusing on user engagement and cross-device tracking. Understanding GA4 sessions is critical to correctly interpreting metrics like Active Users, Engagement Rate, Conversions, and … Read more
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
Google Analytics 4 (GA4) has been evolving rapidly, but one hot topic in 2025 is data sampling. Many marketers and analysts are noticing that GA4 reports now apply sampling more aggressively than before, which can lead to inaccurate insights. This change is pushing professionals to rely more heavily on BigQuery for precise, unsampled data. In … Read more
Marketing teams constantly ask: “Which channel truly drives conversions?” GA4 provides user-level metrics and event data, but discrepancies between the GA4 interface and BigQuery exports can make attribution tricky. For example, Active Users or New Users may not match when you try to analyze traffic by campaign, source, or medium in BigQuery. This guide shows … Read more
If you’ve ever compared GA4 user metrics in the interface with BigQuery exports, you might have noticed discrepancies. For example, Active Users, New Users, or Total Users in the GA4 UI often don’t match what you calculate from the raw BigQuery data. Understanding why this happens is crucial for accurate reporting, marketing attribution, and data-driven … Read more
If you’ve logged into GA4 in the morning and noticed that the previous day’s session count doesn’t look quite right, you’re not alone. This is a common GA4 behavior — not necessarily an “issue.” The Main Reason: Data Processing Latency GA4 does not process data in real time for standard reports.Here’s what you should know: … Read more
Yesterday’s post: How to Measure and Analyze Cart Abandonment with GA4 and BigQueryToday, we’ll go beyond a single funnel view and break down performance by campaign and by product category — so you can quickly see what’s driving the best conversion rates. Why This Matters Not all campaigns or product lines pull their weight.If you’re … Read more
Cart abandonment kills revenue. But with GA4 and BigQuery, you can do more than just spot it—you can uncover when users come back naturally, and when to target them effectively to win them back. Yesterday, we tackled Calculating Conversion Rates at Each Step of the Ecommerce Funnel Using BigQuery SQL.Today, let’s focus on cart abandoners—identifying … Read more
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