EC × GA4 × BigQuery

Connect your e-commerce site to BigQuery,
and this is what you can see.

15 themes: analyses the GA4 interface can't produce, and analyses where you think you're seeing the answer but are actually looking at something else. Nothing held back. Pick whichever catches your eye.

Themes

GA4 alone

What BigQuery shows

What you need for this theme

    Applies to every theme: data starts accumulating on the day you connect BigQuery, and it can't be backfilled. The sooner you connect, the longer the period you can compare.
    Lv.0 = connect only / Lv.1, Lv.2 = additional tracking / Lv.3 = joining with your internal data.

    * All numbers and product names in the charts are illustrative

    Other things you can do

    No charts for these, but they're all questions clients actually bring to me
    • That ad may just be getting existing customers to buy againSeparate new and repeat customers and recalculate your acquisition cost. Once you subtract the existing customers your ads are picking up from branded searches, some ads look very different.Lv.3
    • Products bought on the spot, and products mulled over for three weeksFor each product, measure the days from the first view to the purchase. Impulse buys and long-considered products call for completely different actions.Lv.1
    • A list of the people likely to leave next monthUse BigQuery ML to score each customer's churn probability, then target emails or coupons from the top down. The predictions can be exported directly as a mailing list.Lv.3
    • Where people browse isn't where orders shipGA4's location is where the visit came from; order data has the shipping address. Side by side, they reveal gift demand and regional skews.Lv.3
    • Emails work even when nobody clicksCount purchases made after a send through other channels (such as branded search) as part of the email's results. Open and click rates alone leave some of the effect on the table.Lv.3
    • The price went up, and so did profitCompare unit sales and gross profit before and after a price change. GA4 has no record of when you changed a price.Lv.3
    • The people who clicked that banner were going to buy anywayEvaluate featured slots and recommendation widgets by the difference in purchase rate between people who saw them and people who didn't. Looking only at clicks overstates the effect.Lv.1

    This isn't everything that's possible. How far you can go depends on the data you're already tracking. Let's start by looking at what your current data can do. Your first consultation is free, by email.

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