Google Analytics 4 (or GA4) is a completely new version of Google Analytics that uses Firebase Analytics on the backend. In this post I will explain the implications of that, but the overall benefit of GA4 is that it enables marketers to measure users interactions within mobile and single page apps, and it attempts to …

Let me start by saying that you need to do this. BigQuery is such a fundamental part of Google Analytics 4, that neglecting to enable the integration is like eating nachos without chips. You don’t want to be that guy at the superbowl party just spooning queso into your mouth, do you? BigQuery is Google’s fully managed …