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In Google Analytics 4 (GA4), ad revenue can be associated with multiple event names depending on the attribution system you’re using. However, two most common events where you’ll likely see ad revenue are “ad_impression” and “ad_click”. If you wish to sum up the ad revenue for each day, you need to locate the ad_revenue event parameter for these events.
Here’s a simple BigQuery query that might help:
`
SELECT
event_date,
SUM(event_params.value.double_value) as total_ad_revenue
FROM
your-project.dataset.events,
UNNEST(event_params) AS event_params
WHERE
event_params.key = “ad_revenue”
GROUP BY
event_date
ORDER BY
event_date DESC
`Regarding the LTV (Lifetime Value) Revenue returning NULL, it might be due to the fact that LTV metrics are not pre-aggregated or calculated in the raw event data that’s exported to BigQuery from GA4. The calculation and population of user-level LTV metrics usually happen within the Google Analytics interface, which means it might not be directly available in the BigQuery dataset.
