Earlier than GA4, a connection from Google Analytics to BigQuery was solely obtainable for those who paid for the Analytics 360 model. Nonetheless, with GA4, a free connector was made obtainable to all customers, permitting Google to open BigQuery to all companies. Undoubtedly, it is a business-savvy transfer for Google, because it permits them to realize income from the price of querying and storing knowledge on the platform. Nonetheless, regardless of the fee, this provides companies the flexibility to entry an exceptional software that may assist them scale up their knowledge evaluation on their GA4 knowledge ought to they’ve the specialised experience obtainable. Listed below are just a few the explanation why you need to use BigQuery along with your GA4 knowledge.
Full Knowledge Integration
BigQuery’s main goal is to function a knowledge warehouse. In broad strokes, a knowledge warehouse is a sort of database that’s meant for centralizing your whole knowledge for the needs of study in a cost-efficient method. Which means that you should use BigQuery to attach and analyze your net analytics knowledge with different elements of your corporation. This contains your CRM knowledge, knowledge out of your payroll platforms, knowledge from transactional databases, and even public knowledge.
Centralizing your knowledge by way of a knowledge warehouse might help result in new alternatives for reporting. For instance, by combining your CRM knowledge along with your GA4 knowledge, you’ll be capable to:
- Analyze what net conversions resulted in offline conversions.
- Get a granular instance of your viewers personas and the potential net paths they take to buy
- Get a full accounting of your ROI on Google Adverts campaigns by having the ability to consider the complete buyer worth past the preliminary conversion.
All these reporting will can help you seize the complete scope of your corporation and likewise stop sure areas of your corporation from having knowledge siloes inaccessible to different areas of your corporation.
Extra Customized Reporting
One other advantage of using BigQuery for GA4 is that you’ve full entry to the uncooked GA4 knowledge that you’re accumulating. This offers you the flexibility to create customized experiences that aren’t obtainable on GA4 at the moment corresponding to:
- Discovering what merchandise are bought collectively.
- Determining the variety of video performs (or another specific occasion) on a per consumer foundation.
- Implementing attribution modeling with out lookback home windows.
- Modifying knowledge that contained monitoring errors and occasions the place names would have been probably modified.
One other key profit of making customized experiences on BigQuery is that there is no such thing as a sampling concerned within the knowledge and BigQuery isn’t topic to the 14-month most knowledge retention restrict of GA4. This can can help you get a extra correct show of your knowledge.
Using Machine Studying
A bit-known characteristic of BigQuery is the flexibility to create supervised and unsupervised machine studying fashions straight on the interface utilizing the platform’s Structured Question Language (SQL). This simplifies the machine studying course of usually undergone with knowledge and saves money and time in implementing fashions throughout organizations. Just a few ways in which machine studying may be utilized on GA4 knowledge may very well be to:
- Discover new audiences by implementing cluster evaluation in your knowledge units.
- Predict the lifetime buyer worth based mostly on net site visitors patterns.
- Predict the likelihood {that a} buyer will churn.
- Create a mannequin that makes suggestions to particular person customers based mostly on previous behaviors, downloads, or purchases.
These are only some of the chances that may be achieved by making use of machine studying strategies to GA4 knowledge.
Although BigQuery can accomplish so much, it may be troublesome to implement and arduous to estimate value. If you happen to want assist in understanding and making use of BigQuery to your knowledge, attain out to us at data@morevisibility.com.
