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  • Unlocking Google Analytics 4 Audience Data in BigQuery

    Posted by Alexander on 19 December 2022 at 12:35 pm

    How can I access audience data from Google Analytics 4 in BigQuery? I need it to apply as a filter in Looker Studio.

    Ethan replied 11 months, 2 weeks ago 3 Members · 2 Replies
  • 2 Replies
  • Alexander

    Member
    15 February 2023 at 7:47 pm

    As of now, in GA4 properties, the audience data isn’t present in the BigQuery event export. So, you would not be able to use it to filter in Looker Studio.

  • Ethan

    Member
    5 April 2023 at 9:23 pm

    To access audience data from Google Analytics 4 in BigQuery, you must first ensure your Google Analytics 4 property is linked to BigQuery. The data will then be exported on an ongoing basis from Google Analytics to your BigQuery dataset. Audience data, however, may not directly be available in BigQuery. Instead, you would use the user_properties object field, which contains user-level properties set by an analytics event. But keep in mind, this requires proper audience definitions in GA4 via event parameters or user properties(data collected might differ). After structuring the data in BigQuery, you can connect your BigQuery project with Looker. In Looker, you’d need to build a LookML model & view using the field data of your BigQuery project. Then, you can apply it as a filter to create the dashboard or report you need in Looker Studio. Please remember that complex queries in BigQuery can cost you as it follows a pricing model.

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