Session
Demystifying GA4. Lessons Learned on Designing a Robust Data Model for Actionable Insights
This is a deep dive into building a robust data pipeline for the Google Analytics 4 (GA4) data coming from Big Query to extract actionable insights at scale. This is a real-world case study of our practical application, offering a roadmap for organizations seeking to leverage GA4 for informed decision-making.
Some of the challenges we overcame include
- Leveraging Snowflake to make data ingestion more cost-effective and performant (moving off Matilion)
- Identifying and overcoming inconsistencies with UTM tagging over time
- Leveraging attribution to account for excessive direct traffic
- Harmonizing advertising platform data with Google Analytics session data
Rho Lall
Business Intelligence Analyst, Agility Digital
Salt Lake City, Utah, United States
Links
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