Deep Dive Tutorials
Step-by-step walkthroughs that go beyond the basics. These tutorials show you how to solve real analytics problems using GA4 + BigQuery, with detailed SQL queries, logic breakdowns, and applied use cases. Ideal for hands-on analysts and technical marketers ready to get into the data.
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Attribution Modeling in Google Analytics 4 using Big Query Data: Last Click vs Data-Driven in GA4
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…
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GA4 User Analysis in BigQuery: Active, New, Returning, and Cross-Device Metrics Explained
In this guide, we’ll walk you through SQL queries to calculate Active, New, and Returning Users, explore cross-device behavior, and share best practices for deduplication and segmentation. By the end, you’ll have a complete toolkit to analyze GA4 users in BigQuery with precision—perfect for building reports, dashboards, or feeding insights into your CRM or marketing…
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How to Track New vs. Returning Users in GA4 Using BigQuery
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…
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How to Calculate GA4 Sessions Only When Consent Is Granted Using BigQuery SQL
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…
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GA4 vs Universal Analytics: Key Differences in BigQuery Export
One of the most powerful features in web analytics is exporting raw data into BigQuery for deep analysis. Both Universal Analytics (UA) and Google Analytics 4 (GA4) support BigQuery, but they do it in very different ways. If you’re a data analyst, engineer, or marketer working with BigQuery, understanding how GA4 and UA differ can…
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How to Calculate GA4 Sessions in BigQuery: A Simple Step-by-Step Guide
Google Analytics 4 (GA4) stores event-based data in BigQuery, where sessions are derived from event timestamps and session identifiers. Below are the steps to calculate the number of sessions from GA4 BigQuery exports, including an example SQL query. Step 1: Understanding Sessions in GA4 Step 2: Writing the SQL Query Use the following SQL query…
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How to set up BigQuery linkage in your Google Analytics 4 property
Google Analytics 4 (GA4) allows you to export raw event-level data to BigQuery for in-depth analysis. Below are the steps to set up the export, along with examples. Step 1: Create a Google Cloud Project Example: If your company is “ABC Retail,” name the project “ABC-Retail-GA4.” Step 2: Enable BigQuery API Step 3: Set Up…