BigQuery is a fully managed, enterprise-scale data warehouse, designed to allow fast queries in SQL across massive data sets.
From Google Analytics 4 you can stream data into your own BigQuery warehouse and use this raw data set to power any Business Intelligence (BI) needs.
Any Google Analytics 4 account can export to BigQuery, but using Littledata’s GA4 tracking allows you to build even more powerful ecommerce reports
Google Analytics can only store user-attributable data points (as opposed to aggregate metrics) for 14 months. So, if you intend to analyze marketing attribution or user journeys over more than a year, you need to export and save the data.
Think of BigQuery as a long-term data store that your brand owns — whereas you only use GA reports with Google’s consent. Since you cannot export historical event data from GA, we recommend setting up the BigQuery link now even if you have no immediate plans to use the data.
Once all the customer touch-points from GA have been stored in BigQuery — including which campaigns and content they engaged with, what products interest them, and what they purchased — analysts have maximum flexibility to use their preferred SQL queries and BI software to build reports.
Go to Google Cloud Platform
If you don’t have a project already, create one
If you have an existing project, you will need to enable the BigQuery API. Once you’ve done so, you should see BigQuery in the “Resources” section of Cloud Platform.
Create a Service Account for Google Analytics. From the Navigation panel on the left, go to IAM & admin > Service accounts. Verify that email@example.com has been added as a member of the project, and given the primitive role of editor. Add the account if necessary.
Refer to Google Cloud’s documentation about service accounts for more information.