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  • 'Exporting GA4 user demographics to BigQuery'

    Posted by Ethan on 29 July 2022 at 2:04 pm

    Hey there, could you help me out a bit? I’ve managed to connect my GA4 to BigQuery recently, which is wonderful, but I’m struggling to find a way to query user info like age and gender. I see these kind of reports in GA4, so I know the data is there. I’ve dug up some online posts a couple of years old saying it’s impossible to export such details to BigQuery, but I’m hoping things might have changed. Can you tell me if it’s possible now to export this user demographic data? If so, could you guide me through it? Been trying to look this up and ask around, including ChatGPT, but it’s been a dead-end. And why wouldn’t it be possible, if that’s the case? I’ve only bumped into vague explanations about it being due to privacy. Really appreciate your help!

    Olivia replied 11 months, 2 weeks ago 3 Members · 2 Replies
  • 2 Replies
  • Felix

    21 May 2023 at 9:03 pm

    Unfortunately, as of this time, user demographic data like age and gender are not available in BigQuery exports from Google Analytics 4 (GA4). The primary reason is indeed centered around user privacy and compliance with regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). Although you can see aggregated user demographic data in reports within GA4, exporting raw, unaggregated user demographic details to an external platform like BigQuery may pose potential privacy risks and enable individually identifiable user profiling. This could violate the privacy rights and expectations of users, hence Google’s decision to prevent this sort of data export. It’s always a good idea to keep checking for updates on this issue, as Google does update their services and offerings from time to time based on user feedback and changes in regulations.

  • Olivia

    24 May 2023 at 1:41 pm

    As of my current knowledge, detailed demographic information like age and gender isn’t directly accessible through BigQuery from GA4. The reason behind this is related to privacy and data protection regulations. While GA4 does provide demographic summaries, these don’t include personally identifiable information, protecting user identity. So, this is not actually a limitation of BigQuery itself, but a design decision by Google to comply with various privacy laws around the globe. The lack of this specific data also ensures Google Analytics’ compliance with the Children’s Online Privacy Protection Act (COPPA). It’s worth noting that while you can’t get specific demographic data, BigQuery will still provide you with valuable insights on user behavior and overall website performance from your GA4 data.

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