London, UK · Serving UK/EU · GBP pricing
Make the most of unsampled data with expert BigQuery integration for GA4
Break free from GA4's interface limitations with BigQuery.
GA4's interface is fine for quick checks, but it's fundamentally limited. Reports sample data at scale, retention maxes out at 14 months, the interface restricts what questions you can ask, and complex analysis requires workarounds that shouldn't be necessary.
BigQuery eliminates every one of these limitations. Every event is stored, nothing is sampled, data lives indefinitely, and SQL gives you complete analytical freedom. The problem is that connecting GA4 to BigQuery properly requires technical expertise most teams don't have.
Marc Alexander implements GA4 to BigQuery connections that work reliably from day one. Rather than just enabling the export and hoping for the best, Marc configures BigQuery properly, optimizes for cost and performance, transforms raw data into usable tables, and ensures teams can actually leverage their BigQuery data without becoming data engineers.
Based in London and working across the UK and EU, Marc has implemented dozens of GA4 BigQuery integrations for businesses from startups to enterprises, always with the goal of making powerful analytics accessible without technical complexity.
Why connect GA4 to BigQuery
Eliminate data sampling forever
GA4 samples reports when properties process significant traffic, making analysis unreliable at scale. BigQuery provides access to every single event with zero sampling, regardless of data volume. Analysis becomes trustworthy again.
Keep data longer than 14 months
GA4 deletes data after 14 months, making year-over-year comparisons impossible and eliminating long-term trend analysis. BigQuery stores data indefinitely, enabling historical analysis that GA4's retention limits prohibit.
Answer questions GA4's interface cannot
GA4's reports are rigid. Custom analysis requires building explorations that quickly hit interface limitations. BigQuery allows arbitrary SQL queries, enabling analysis of any complexity without interface constraints.
Combine GA4 with other business data
GA4 exists in isolation, making it impossible to connect website behaviour with CRM data, transaction systems, or other business intelligence. BigQuery enables joining GA4 data with any other data source, creating unified analytics.
Build custom dashboards without sampling limits
Looker Studio's native GA4 connector enforces sampling and hit limits, degrading dashboard performance and accuracy. Connecting Looker Studio to BigQuery provides unlimited, unsampled data for reliable dashboards.
Enable machine learning and predictive analytics
GA4's interface provides basic predictive audiences. BigQuery ML enables custom predictive models using your complete data, from churn prediction to lifetime value forecasting to conversion probability models.
Support advanced attribution modeling
GA4's attribution models are preset and limited. BigQuery enables custom attribution logic that reflects how your business actually acquires customers, not Google's standard models.
Future-proof your analytics infrastructure
Platforms change, but data in BigQuery remains accessible. Connecting GA4 to BigQuery ensures you own and control your analytics data regardless of what happens to Google Analytics in the future.
What Marc implements for GA4 BigQuery connections
Native GA4 to BigQuery export configuration
Marc configures GA4's native BigQuery export, selecting appropriate dataset location for compliance, setting up daily and streaming exports based on needs, configuring proper permissions and access controls, and establishing monitoring to catch export failures immediately.
BigQuery dataset and table optimization
Raw GA4 exports are deeply nested and expensive to query. Marc implements date partitioning for query efficiency, clustering on key dimensions for performance, appropriate table expiration policies for cost control, and documentation explaining the data structure.
Data transformation and modeling
GA4's raw export is difficult to work with directly. Marc builds SQL transformations that flatten nested event data into usable tables, sessionize raw events into meaningful user journeys, create aggregated tables for common analysis patterns, and implement incremental processing for efficiency.
Cost optimization and budget management
BigQuery charges by data scanned, and costs can spiral without proper optimization. Marc implements query cost controls, sets up budget alerts before surprises happen, optimizes table structures to minimize scanning, and provides guidance on cost-efficient querying patterns.
Dashboard and reporting integration
BigQuery data needs visualization. Marc connects Looker Studio or Power BI directly to BigQuery, builds initial dashboards using optimized queries, creates materialized views for frequently accessed data, and implements scheduled queries for automated reporting.
Access control and governance
Multiple stakeholders need different levels of access. Marc implements role-based access controls, separates production and development environments, creates service accounts for automated processes, and establishes data governance frameworks.
Documentation and team enablement
Teams shouldn't depend on consultants for every query. Marc provides schema documentation explaining what every field means, SQL query templates for common analyses, best practices guides for cost-efficient querying, and training for teams to use BigQuery independently.
Monitoring and maintenance setup
BigQuery connections need ongoing monitoring. Marc implements export monitoring to catch failures, query cost tracking to prevent budget overruns, data quality checks to spot anomalies, and alerting for issues requiring attention.
Who needs GA4 to BigQuery connection
High-traffic websites hitting GA4's sampling limits
Sites processing millions of events monthly see GA4 reports sample data, making analysis unreliable. BigQuery provides complete, unsampled access regardless of scale.
Businesses needing historical data beyond 14 months
Companies requiring year-over-year comparisons, long-term trend analysis, or customer lifetime value calculations spanning years cannot rely on GA4's 14-month retention. BigQuery stores data indefinitely.
Organisations with advanced analytics requirements
Teams needing complex segmentation, custom attribution models, sophisticated funnel analysis, or multi-touch journey mapping quickly hit GA4's interface limitations. BigQuery enables unlimited analytical complexity.
Companies integrating analytics with other systems
Businesses wanting to combine GA4 data with CRM systems, transaction databases, advertising platforms, or customer support data need BigQuery to enable cross-system analysis that GA4's isolation prevents.
Teams building custom dashboards and reports
Organizations creating executive dashboards, automated reports, or custom visualizations face GA4's sampling and API limitations. BigQuery provides reliable data access for any reporting need.
Data science teams building predictive models
Organizations using machine learning for churn prediction, conversion forecasting, customer segmentation, or recommendation systems need raw event data that GA4's interface doesn't expose. BigQuery provides complete data access for modelling.
E-commerce businesses analysing complex purchase behaviour
E-commerce sites tracking detailed product interactions, cart abandonment patterns, cross-sell opportunities, and customer lifetime value need analysis GA4's standard reports cannot provide. BigQuery enables sophisticated e-commerce analytics.
SaaS companies measuring product engagement
SaaS businesses tracking feature usage, conversion flows, retention cohorts, and product analytics need flexible analysis that GA4's interface constrains. BigQuery supports unlimited product analytics complexity.
How Marc implements GA4 BigQuery connections
Week 1: Assessment and planning
Marc reviews current GA4 configuration, discusses analytical requirements and priorities, evaluates expected data volumes for cost planning, determines appropriate BigQuery dataset location (EU/US for compliance), and creates implementation plan with clear milestones.
Week 2: BigQuery setup and configuration
Marc provisions BigQuery project and datasets, configures GA4 native export (daily and/or streaming), sets up appropriate partitioning and clustering, implements access controls and permissions, and validates that data flows correctly.
Week 3: Data transformation and optimisation
Marc builds SQL transformations for common analysis needs, creates flattened tables from nested GA4 exports, implements sessionization and user journey logic, optimizes table structures for query performance, and documents the data architecture.
Week 4: Integration and visualisation
Marc connects BI tools (Looker Studio, Power BI) to BigQuery, builds initial dashboards on BigQuery data, creates scheduled queries for automated processing, implements cost optimization measures, and sets up monitoring and alerting.
Week 5: Training and handover
Marc provides SQL training tailored to GA4 data structures, shares query templates for common analyses, documents best practices for cost efficiency, trains teams on dashboard maintenance, and transitions to ongoing support if needed.
GA4 BigQuery connection pricing
Marc offers flexible BigQuery integration services based on complexity and requirements:
Basic GA4 BigQuery Connection: £500 - £1,200
Configuration of native GA4 to BigQuery export, basic dataset setup, permissions configuration, initial data validation, and documentation. Suitable for businesses wanting the connection established with minimal transformation.
Standard BigQuery Integration: £1,500 - £2,500
Complete setup including export configuration, data transformations for usability, cost optimisation, basic dashboard creation, query templates, and team training. Most common package for businesses starting with BigQuery.
Advanced BigQuery Implementation: £3,500 - £5,000
Comprehensive implementation including all standard features plus complex data modelling, multi-source integration, custom dashboard development, machine learning setup, extensive training, and ongoing optimisation.
BigQuery + Data Lake Integration: £4,000 - £8,000
Enterprise-grade implementation connecting GA4 to BigQuery and existing data warehouses, includes data pipeline architecture, ETL/ELT development, cross-system data modelling, and integration with existing BI infrastructure.
Ongoing BigQuery Support: £800 - £2,000/month
Monthly retainer for continued query development, optimisation, dashboard maintenance, new data source integration, and strategic analytics support as needs evolve.
All pricing is in GBP. Projects are scoped individually based on data volumes, complexity, and specific requirements.
BigQuery itself charges separately for storage (~£0.02/GB/month) and queries (£5/TB scanned). Typical monthly BigQuery costs for GA4 data range from £20-200 depending on usage and optimization.
GA4 BigQuery connection questions
How much does BigQuery cost to run monthly?
BigQuery charges for storage (very inexpensive at ~£0.02/GB/month) and queries (£5 per TB scanned). Most GA4 implementations cost £20-200/month depending on query volume and optimization. Marc implements cost controls and optimization to keep expenses predictable.
How long does data take to appear in BigQuery?
GA4 exports to BigQuery daily with data typically appearing within 24 hours. Streaming exports (available for GA4 360 properties) provide near real-time data. Marc configures the appropriate export type based on requirements.
Do we need technical expertise to use BigQuery?
Not necessarily. Marc provides query templates, documentation, and training so marketing teams can run common analyses independently. For complex needs, ongoing support ensures teams have help when needed.
Can we connect existing GA4 properties or only new ones?
Both. Existing GA4 properties can be connected to BigQuery, though historical data won't backfill—only data from connection forward is available. New properties can be configured to export from day one.
What happens to our data if we disconnect GA4 from BigQuery?
Data already in BigQuery remains permanently unless you delete it. Disconnecting just stops new data from flowing. Your BigQuery data is yours and persists independently of GA4.
Can BigQuery replace GA4 entirely?
Not completely. GA4's interface remains useful for quick checks and ad-hoc exploration. BigQuery is for deep analysis, custom reporting, long-term storage, and complex questions. Most businesses use both, leveraging each for its strengths.
How do we ensure BigQuery stays GDPR compliant?
Marc configures BigQuery datasets in appropriate regions (EU for GDPR), implements access controls, establishes data retention policies where required, and ensures configuration aligns with privacy regulations. BigQuery provides robust compliance tools when configured properly.
Can you integrate other data sources with GA4 in BigQuery?
Yes. Marc regularly integrates CRM data, advertising platforms, transaction systems, customer support data, and other sources with GA4 in BigQuery, enabling unified cross-system analysis.
Do you provide training on writing SQL queries?
Yes. Every implementation includes training tailored to team skill levels, query templates for common analyses, and documentation. Teams learn to query GA4 data in BigQuery without becoming SQL experts.
What if we need changes after implementation?
Marc offers ongoing support options from ad-hoc assistance to monthly retainers. Most clients start with project-based work and add ongoing support as analytical needs evolve.
After connecting GA4 to BigQuery, you'll be able to:
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Query complete, unsampled GA4 data regardless of traffic volume
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Analyze historical data beyond GA4's 14-month retention limit
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Build custom reports answering questions GA4's interface cannot handle
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Combine GA4 data with CRM, transaction, and other business systems
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Create unlimited dashboards without sampling or hit limits
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Develop predictive models using complete event-level data
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Implement custom attribution reflecting actual customer journeys
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Calculate customer lifetime value with unlimited historical depth
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Analyze complex user journeys across multiple sessions and timeframes
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Run sophisticated e-commerce or product analytics GA4 cannot support
Why choose Marc for GA4 BigQuery integration
Nine years of analytics expertise: Marc has implemented GA4 BigQuery connections for dozens of businesses, from startups to enterprises, and knows exactly how to configure BigQuery for reliability, performance, and cost efficiency.
Technical depth with business focus: Marc doesn't just connect systems—he understands what business questions need answering and configures BigQuery to support those analyses, not just dump data.
Cost optimisation expertise: BigQuery costs can spiral without proper configuration. Marc implements partitioning, clustering, and query patterns that keep costs predictable and reasonable.
Training and enablement focus: Marc doesn't create dependency—he builds team capability through training, documentation, and query templates so teams can use BigQuery independently.
Independent specialist: Unlike agencies juggling multiple platforms, Marc specializes in Google Analytics and the Google Marketing Platform, providing depth that generalists cannot match.
Proven track record: Google Analytics 4 certified with 60+ successful implementations. Work includes Knight Frank, WorldFirst, and VisitBritain.
London-based, works UK-wide and internationally: Based in London, working with businesses throughout the UK, EU, and remotely worldwide.
Ready for GA4 connection that actually works?
Stop struggling with confusing, unreliable analytics. Get GA4 to BigQuery set up properly, once.
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He'll be honest if the existing setup is salvageable or if starting fresh makes more sense.