• 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.