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Why GA4 means you need to get on board with BigQuery

Katie Kaczmarek �Measurelab

@KatieKaczmarekD

#brightonseo @KatieKaczmarekD

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This is NOT a how to use BigQuery presentation

#brightonseo @KatieKaczmarekD

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Sunset of Google Analytics

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Why do we have GA4?

#brightonseo @KatieKaczmarekD

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+

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UA and BigQuery?

#brightonseo @KatieKaczmarekD

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Infinite data

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GA360

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I retract that…it's sort of free!

#brightonseo @KatieKaczmarekD

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Storage:

10gb per month

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Queries:

1tb per month

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100,000 users per day

Each log 100 events over 2 years

$2 storage per day

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What's happened to my infinite data in GA4?

#brightonseo @KatieKaczmarekD

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Historic data

Retention of data:

2 months

or

14 months

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Don’t put off until tomorrow what you can do today

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What’s so great about BigQuery?

#brightonseo @KatieKaczmarekD

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Clean it up

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Who set up this UTM?

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Retrospectively alter your data

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Utilise BigQuery as your own warehouse

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Schedule data imports reduce manual processes

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COLUMNS

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Attribution Bias

#brightonseo @KatieKaczmarekD

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Models to assign attribution in GA4

Conversion
Behavioural
Data-driven
Predictive modelling

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147 Billion

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Why does my BigQuery data not match the GA4 reporting?

#brightonseo @KatieKaczmarekD

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Accept it and move on

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Time to take a glimpse at SQL

#brightonseo @KatieKaczmarekD

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What’s next?

#brightonseo @KatieKaczmarekD

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When you’re ready

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Ok I want it

#brightonseo @KatieKaczmarekD

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Thank you