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
Understanding your e-commerce checkout funnel is key to improving conversions and sales. Google Analytics 4 (GA4) exports detailed event-level data to BigQuery. This lets you slice and dice every user interaction in your funnel. These interactions range from product views to purchases. In this post, I’ll walk you through the GA4 e-commerce event schema in … 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
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
When Consent Mode is enabled in Google Analytics 4 (GA4), the way sessions are initiated, maintained, and reported changes significantly. This ensures compliance with privacy laws (like GDPR or CCPA), but also impacts how you interpret session data in BigQuery or the GA4 UI. Check Out Amazon Deals Discover top offers on books, gadgets & … Read more
Calculating the number of sessions in BigQuery GA4 provides immense flexibility and granularity. However, it can often lead to discrepancies when compared to the GA4 user interface (UI). Understanding these differences and how to mitigate them is key to accurate analysis. How to Calculate Sessions in BigQuery GA4 The most accurate and robust method to … Read more