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Marketing
Google Analytics 4 data source
GA4 is necessary and rarely sufficient. We land GA4 in BigQuery next to ads and billing so sessions are a diagnostic, not the definition of a customer.
GA4 export vs the connector
Depending on volume we use the GA4 connector, the BigQuery export, or both. The modeling goal is the same: channel and campaign as dimensions on events, joined to Shopify or Stripe customers when identity exists.
What we will not certify
Last-click “revenue” from GA4 is not finance revenue. We will show it labeled as GA4-reported and keep certified revenue on billing or store data.
Frequently asked questions
Do you need the GA4 BigQuery export?
For high-volume sites it is usually better. We decide on the audit of your property, not as a dogma.
Related Marketing data sources
Connect Google Analytics 4 with the data team
Pipelines, certified dashboards, and data agents on your stack.