Wire GA4 → BigQuery for unsampled, queryable event-level data. Covers the
one-time export setup, the events_YYYYMMDD table schema, partitioning + clustering,
and the SQL patterns for the reports the Data API can't do well (true cohort
retention, custom-event attribution, large date ranges). Trigger with
"GA4 BigQuery", "GA4 to BQ", "event-level GA4 data", "unsampled GA4",
"GA4 export setup", "GA4 SQL".
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Wire GA4 → BigQuery for unsampled, queryable event-level data. Covers the
one-time export setup, the events_YYYYMMDD table schema, partitioning + clustering,
and the SQL patterns for the reports the Data API can't do well (true cohort
retention, custom-event attribution, large date ranges). Trigger with
"GA4 BigQuery", "GA4 to BQ", "event-level GA4 data", "unsampled GA4",
"GA4 export setup", "GA4 SQL".
The Data API is good but bounded — sampled past a threshold, capped at ~150 dimensions, no cohort joins. BigQuery export gives you the raw event stream as SQL-queryable tables, free at the standard GA4 tier (up to 1M events/day), with no sampling and full event payloads.
This skill: one-time setup, then the SQL recipes for what the Data API can't do well.
Data location: pick the BQ region for the export tables (US multi-region is fine for most cases; EU if you need data residency)
Export type:
Daily — single events_YYYYMMDD table per day, written ~24h after midnight. Fine for most reporting.
Streaming — events_intraday_YYYYMMDD table written ~near-real-time. Costs more, useful for hot ops dashboards.
Most setups: enable both. Streaming for "today", daily for everything else.
Include advertising identifiers — uncheck unless you specifically need device-graph data (most don't)
Save
The first daily table lands within 24h. The first streaming table is near-immediate. After that you have a new events_YYYYMMDD every day forever, no maintenance needed.
2. Verify the export is working
PROJECT=your-gcp-project
DATASET=analytics_123456789 # auto-named after the property ID
bq ls"$PROJECT:$DATASET" 2>&1 | head -10
# Expect: events_YYYYMMDD tables + events_intraday_YYYYMMDD if streaming enabled
If you see no dataset, the link is configured but the first export hasn't fired yet — wait 24h.
3. Authorize a service account for querying
The SA from ga4-auth-setup only has Data API access. For BQ queries, grant the same SA:
All event parameters; value is itself a union STRUCT (string_value, int_value, float_value, double_value)
user_pseudo_id
STRING
GA4's cookie-based user ID (anonymous unless user_id is set)
user_id
STRING
If you set user_id via gtag('set', {user_id: '...'})
user_properties
ARRAY<STRUCT<key, value>>
Same shape as event_params
device.*
STRUCT
category / os / browser / model
geo.*
STRUCT
country / region / city
traffic_source.*
STRUCT
source / medium / campaign of FIRST session (not current)
session_traffic_source_last_click.*
STRUCT
source / medium of CURRENT session — what you usually want
ga_session_id (param)
INT64
Pulled via (SELECT value.int_value FROM UNNEST(event_params) WHERE key='ga_session_id')
ga_session_number (param)
INT64
Same idiom — 1 = first session, 2 = second, etc.
The event_params and user_properties arrays are the gnarly bit. Pulling a parameter requires UNNEST + filter. The idiom:
-- Pull the page_location for every page_viewSELECT
TIMESTAMP_MICROS(event_timestamp) AS ts,
(SELECT value.string_value FROMUNNEST(event_params) WHERE key ='page_location') AS page,
user_pseudo_id
FROM `your-project.analytics_123456789.events_*`
WHERE _TABLE_SUFFIX BETWEEN'20260513'AND'20260520'AND event_name ='page_view'
LIMIT 100;
_TABLE_SUFFIX BETWEEN '...' AND '...' is the canonical way to scan a date range across the wildcard table. Always set it — without a suffix filter, you query the entire history and pay for it.
Recipe 1 — True cohort retention
The thing the Data API can't do cleanly:
WITH first_seen AS (
SELECT
user_pseudo_id,
DATE(MIN(TIMESTAMP_MICROS(event_timestamp))) AS first_date
FROM `your-project.analytics_123456789.events_*`
WHERE _TABLE_SUFFIX BETWEEN'20260401'AND'20260520'GROUPBY user_pseudo_id
),
activity AS (
SELECT
user_pseudo_id,
DATE(TIMESTAMP_MICROS(event_timestamp)) AS active_date
FROM `your-project.analytics_123456789.events_*`
WHERE _TABLE_SUFFIX BETWEEN'20260401'AND'20260520'GROUPBY user_pseudo_id, active_date
)
SELECT
DATE_TRUNC(f.first_date, WEEK) AS cohort_week,
DATE_DIFF(a.active_date, f.first_date, WEEK) AS weeks_since,
COUNT(DISTINCT a.user_pseudo_id) AS active_users
FROM first_seen f
JOIN activity a USING (user_pseudo_id)
GROUPBY cohort_week, weeks_since
ORDERBY cohort_week, weeks_since;
Output: rows of (cohort_week, weeks_since, active_users). Pivot in your tool of choice for the classic triangle chart.
Recipe 2 — Sessions table (denormalized from events)
GA4's BQ export is event-rows, not session-rows. To reason about sessions, build the session table yourself:
WITH sessions AS (
SELECT
user_pseudo_id,
(SELECT value.int_value FROMUNNEST(event_params) WHERE key ='ga_session_id') AS session_id,
MIN(TIMESTAMP_MICROS(event_timestamp)) AS session_start,
MAX(TIMESTAMP_MICROS(event_timestamp)) AS session_end,
COUNT(*) AS event_count,
COUNTIF(event_name ='page_view') AS pageviews,
ANY_VALUE(device.category) AS device,
ANY_VALUE(geo.country) AS country,
ANY_VALUE(session_traffic_source_last_click.manual_campaign.source) AS source,
ANY_VALUE(session_traffic_source_last_click.manual_campaign.medium) AS medium,
FROM `your-project.analytics_123456789.events_*`
WHERE _TABLE_SUFFIX BETWEEN'20260513'AND'20260520'GROUPBY user_pseudo_id, session_id
HAVING session_id ISNOT NULL
)
SELECT*FROM sessions
ORDERBY session_start DESC
LIMIT 100;
You'd usually CREATE TABLE or CREATE MATERIALIZED VIEW over this — querying the events table directly every time is slow + expensive.
Recipe 3 — Top pages by source
SELECT
(SELECT value.string_value FROMUNNEST(event_params) WHERE key ='page_location') AS page,
session_traffic_source_last_click.manual_campaign.source AS source,
COUNT(*) AS pageviews,
COUNT(DISTINCT user_pseudo_id) AS users
FROM `your-project.analytics_123456789.events_*`
WHERE _TABLE_SUFFIX BETWEEN'20260513'AND'20260520'AND event_name ='page_view'GROUPBY page, source
HAVING pageviews >10-- filter the long tailORDERBY pageviews DESC
LIMIT 50;
Cost considerations
BigQuery costs $5/TB scanned (first 1 TB/month free). What that translates to in practice:
Scenario
~TB / query
Small site, 1k events/day, 30-day window
< 1 GB
Medium site, 100k events/day, 30-day window
~10 GB
Large site, 1M events/day, 30-day window
~100 GB
Same scenarios but querying the full 14-month history
12-15x the above
Stay under the free tier with normal usage. Cost-saving patterns:
Always set _TABLE_SUFFIX BETWEEN — don't scan all history if you only need 7 days
Materialize hot queries — CREATE TABLE / CREATE MATERIALIZED VIEW for sessions, daily aggregates, etc.
SELECT only the columns you need — BQ is columnar; selecting event_params array always reads the whole array even if you only want one parameter
Use --dry-run before any new query to see TB scanned: bq query --dry_run --use_legacy_sql=false "SELECT ..."
Streaming vs daily — which to query
Table prefix
When
events_YYYYMMDD
Stable historical data. Use for reports, analysis.
events_intraday_YYYYMMDD
"Today" data, near-realtime. Schema is identical, but rows may not be deduped yet.
events_* (wildcard)
When the date range crosses both. BQ will scan both transparently.
Today's data lives in events_intraday_TODAY; tomorrow it gets rolled into events_TODAY and the intraday table for today is dropped. So if you have a query that needs both stable history + today, use events_* and filter on _TABLE_SUFFIX.
Common gotchas
Issue
Why
Numbers don't match the GA4 UI exactly
UI uses different identity-stitching for cross-device users; raw events are pre-stitching. Off by a few % is expected.
event_params UNNEST returns NULL
The key doesn't exist on that event. Always wrap in (SELECT ... LIMIT 1) so missing-key events return NULL instead of erroring.
Query scans way more than expected
Missing _TABLE_SUFFIX filter, OR using events_* without a _TABLE_SUFFIX BETWEEN clause
events_intraday_* has 2x the rows you'd expect
Intraday tables aren't deduped; the same event may appear twice if it was buffered + retried. The daily rollup dedupes.
No user_id even though I set it on the front-end
user_id is the explicit identifier; user_pseudo_id is the auto-generated cookie ID. If user_id is consistently NULL, the gtag('set', {user_id: ...}) call is firing AFTER the event you're checking, or it's set on a property that the export doesn't pull.
Related skills
ga4-auth-setup — for the service account that queries BQ
ga4-data-api-query — when you DON'T need event-level granularity (Data API is faster + cheaper for aggregates)
ga4-common-reports — the Data API recipes that BQ supersedes
