If you’re using Google Analytics 4 (GA4) to track your website’s performance, you’ve likely run into some frustrating limitations. Whether you’re trying to generate annual reports, analyze customer trends over long periods, or dive deep into user behavior, GA4’s built-in reporting has severe restrictions that can lead to incomplete, inaccurate, or even missing data.
Some of the most common GA4 challenges include:
- Short data retention periods (event-level data is only stored for up to 14 months).
- Data sampling issues, leading to inaccurate insights for large datasets.
- Lack of customization in GA4’s reporting interface.
Fortunately, there’s a powerful solution that can help you bypass these limitations: Google BigQuery. By linking GA4 to BigQuery, you gain access to unlimited, unsampled, raw event-level data, making it possible to generate highly accurate, long-term reports without worrying about data loss or restrictions.
In this article, we’ll cover:
✅ Why GA4’s built-in reporting isn’t enough for serious analysis
✅ How linking GA4 to BigQuery solves major data challenges
✅ Common concerns about BigQuery (cost, complexity) and how to address them
By the end, you’ll understand exactly why and how to integrate GA4 with BigQuery—so you can take control of your analytics and future-proof your data strategy.
What is BigQuery, and Why Does It Matter for GA4 Users?
Google BigQuery is a serverless, cloud-based data warehouse designed to handle large-scale analytics efficiently. Unlike GA4’s built-in reporting, which limits how much data you can store and analyze, BigQuery allows you to access and query raw, unsampled event-level data using SQL.
How BigQuery Differs from GA4’s Built-in Reports
Many GA4 users rely on Google Analytics' default reporting, but this has significant limitations:
| Feature | GA4 Built-in Reports | GA4 Data in BigQuery |
|---|---|---|
| Data Retention | Max 14 months for raw event data | Unlimited (depends on storage settings) |
| Sampling | Can occur in Explorations & Looker Studio | No sampling—100% raw data |
| Customization | Limited to predefined metrics & dimensions | Fully customizable with SQL queries |
| Cross-Platform Data | Can’t easily merge with other data sources | Can integrate with CRM, ad platforms, and more |
| Speed & Performance | Slower with large datasets | Optimized for big data queries |
Why GA4 Users Need BigQuery
BigQuery is a game-changer for businesses and marketers who need:
✅ Accurate, unsampled data for deeper analysis.
✅ Long-term data storage beyond GA4’s 14-month limit.
✅ Customizable reports that aren’t restricted by GA4’s interface.
✅ Advanced analytics like user segmentation, attribution modeling, and machine learning.
Without BigQuery, businesses relying only on GA4 risk losing valuable insights due to data retention limits, sampling issues, and reporting restrictions.
Common Concerns & How to Address Them
| Concern | Solution |
|---|---|
| “BigQuery is expensive.” | BigQuery uses pay-as-you-go pricing. For most small businesses, monthly costs are under $10 if queries are optimized. |
| “BigQuery is too technical.” | Many pre-built SQL templates exist, or marketers can use Google Looker Studio for no-code reports. |
| “Setting it up is complicated.” | The setup process takes less than 10 minutes, and Google provides step-by-step guides. |
Conclusion: Why GA4 Users Should Link BigQuery
✅ GA4 alone has critical limitations (short data retention, sampling, and restricted reporting).
✅ BigQuery solves these issues by providing unlimited, unsampled, raw event data.
✅ Marketers & small businesses can unlock better insights, more accurate reports, and long-term data storage.
✅ Setup is quick and affordable, making it a must-have for any GA4 user serious about analytics.
Don’t lose valuable data! Link your GA4 account to BigQuery today and take control of your analytics.
Vera Pimchenko
Google Certified (GAIQ) Web Analytics professional with strong technical background and deep understanding of how to combine great design, compelling content, well-crafted code and analytics to create an intuitive and engaging experience for all users.
Web-analytics & Google Tag Manager expert
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