Data and analytics
May 5, 2023

Why You Should Use BigQuery with Google Analytics 4

Data and analytics
May 5, 2023

Why You Should Use BigQuery with Google Analytics 4

Why You Should Use BigQuery with Google Analytics 4

Google Analytics 4 (GA4) is a powerful tool for tracking how people use your website or app. But as your business grows and generates more data, you might find that the reporting and analysis capabilities of GA4 are not enough. That's where BigQuery comes in.

BigQuery is a cloud-based data warehousing solution that can help you store and analyse HUGE amounts of data in real-time. 

After creating the BigQuery server and integrating it with your GA4, all your raw data will be automatically exported from GA4 to BigQuery and stored in a database that you own and have full control over.

You can then use BigQuery to perform customized queries on your raw database tables (bypassing the usual limits and limitations of GA4).

When should you use BigQuery with GA4?

You should consider setting up BigQuery with GA4 if you think you might need to do any of the following in the future:

  • Join and combine your GA4 data with other data (such as CRM, sales, or product data)
  • “Own” your website tracking data separate to GA4
  • Need to report on granular data that is outside of the 14 month GA4 data-retention period
  • Report on large, complex datasets which may exceed the quota limits of the GA4 reporting
  • Keep a backup of your GA4 data

When should I set up the BigQuery to GA4 integration?

If you set up GA4 with BigQuery now, it will collect and store all of your GA4 data moving forward.

There is no way to get 'historical' information from GA4 in to BigQuery - so if you feel that it may be useful in the future, it is best to set it up sooner rather than later.

Can I set up BigQuery myself?

Yes, to start pushing your GA4 data to BigQuery, sign up to Google Cloud, set up your BigQuery instance and connect it to your GA4 data stream.

How much does BigQuery cost?

BigQuery charges based on usage, so costs will vary depending on:

  • The amount of data stored
  • The amount of data edited/updated
  • The size / complexity of your reports and queries

Good news is that there is a "free" usage tier, and you can calculate your estimated BigQuery usage using this tool

Can I get someone else to connect BigQuery to my GA4 for me?

If you need help setting up your BigQuery instance and connecting to GA4 Bang Digital is here to help!

Contact us today and we will connect your GA4 account to BigQuery, and manage your BigQuery instance for $330 per month.

Brad Farleigh
Article written by:
Brad Farleigh
Chief Technical Officer

As the CTO I lead innovation projects, oversee IT policies and systems, provide technical guidance and training support, and drive technical innovation. I also offer technical consultation and foster strategic partnerships for business development.