Mapping GA4 Conversions in BigQuery for Comprehensive Dashboarding

Recently, I found myself in a situation where I needed to use Google Analytics (GA4) conversions in BigQuery (BQ) for a dashboarding project. The dashboard was built on raw GA4 event data extracted from BQ, including data from multiple GA4 properties, each with its own set of conversion events managed by different teams and edited […]

GA4 – The CDP You Didn’t Know You Had

This article is a write-up of my talk at MeasureCamp Czechia in Prague in September 2023 – thanks to everyone who attended the session and provided feedback. I’ll explore how Google Analytics 4 (GA4) can be used as a lightweight Customer Data Platform (CDP) and how it can be integrated with other tools to create […]

GA4 Time Travel – Bridging UTC and Local Timezones

Navigating the intricacies of data in GA4’s raw-data has its own hurdles. A good example is the event_timestamp which is logged in microseconds and set in Coordinated Universal Time (UTC). While this standardized approach ensures consistency, it does not always align with the real-world context of events, especially when trying to make the BQ data […]

How to replicate the GA4 Path Exploration report with BigQuery SQL?

The New Google Analytics (GA4) comes with a new Exploration feature, which allows GA users to deep-dive into their data — beyond the capabilities of the built-in standard reports. While the standard reports allow for monitoring key business metrics, the Exploration section makes advanced analytical techniques accessible to generate ad hoc insights quickly. The analytical […]