What types of marketing data can you analyse with BigQuery?
GA4 events first, through its built-in export, and Search Console where we've turned its bulk export on. We've also loaded HubSpot contacts and Salesforce lead stages, and Stape can send server-side events in. Anything with a clear ID and a timestamp can go in. The value comes from putting them side by side. Then you can follow one person from the first click to the sale.
What goes into BigQuery
- GA4 events: each event as a row.
- Search Console: search queries and pages, through the bulk export where it's switched on.
- Server-side events: Stape can send the raw stream from the server container.
- CRM records: we've loaded HubSpot contacts and Salesforce lead stages.
Anything with a clear ID and a timestamp can go in. The value comes from putting it side by side, so you can follow one person from the first click to the sale.
Where this came up in our work
- Client work
The Therapy Lounge
70% more enquiries, 6.6x return on ad spend in October 2025, and 316 enquiries tracked from April 2025 to October 2026.
Read the story - Client work
Sector7
An award-winning rebuild, 177% more new users in 2025 than 2024, and Jon calls it "executed flawlessly, on time and on budget".
Read the story
Also worth asking
Other answers about the same tools.
What’s the difference between an essential, advanced, and enterprise funnel?
An essential funnel covers the basics: a foundational website, essential tracking and one way to capture leads. Advanced adds multi-platform ads, automated nurturing and deeper analytics. Enterprise adds segmentation, a customer data warehouse and deep CRM integration.
How do you integrate GA4 with other marketing tools and platforms?
GA4 links to Google Ads and BigQuery from its Admin screen, and Tag Manager sends it the events. On sites that spend on ads a server container feeds it, and the raw events go to BigQuery, where we can join them to your CRM. Looker Studio reads it for the reports.
It's part of our technical tracking service.
How do you ensure data privacy and compliance when using BigQuery?
The controls are the region the data is stored in, who has access to each dataset, and how long data is kept. We keep personal data out of GA4, so only a visitor ID and a click ID go in, and we're stricter again on health sites.
We also turn off the default expiry on raw event data, so what you collect stays until you choose to delete it. Our technical tracking service sets up the access and retention with you.
What machine learning capabilities does BigQuery offer for marketing?
BigQuery ML lets you build models, such as churn or lead scoring, using SQL. We haven't built one for a client. What we've put on top of BigQuery is AI that reads clean, joined data.
We've built a tool in which Gemini reads a lead's journey from BigQuery, writes it up in plain English and answers follow-up questions on the same data.
How does BigQuery compare to other analytics platforms for marketing?
GA4's reports give you a ready-made summary, which is all many sites need. BigQuery gives you the rows behind it, and you ask your own questions in SQL.
If you only want to see traffic and channels, stay in GA4. If you want to join visits to leads, or keep the raw events in your own project for as long as you choose, add BigQuery.
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