What's something you can do with your data when you export your Google Analytics data to BigQuery?
Correct Answer
You can use SQL to query your data to answer questions and gain insights into your products, users, and channels.
Why is this the correct answer?
With a BigQuery export you can use SQL to query your data to answer questions and gain insights into your products, users, and channels. The export delivers event-level data rather than the aggregated tables shown in the interface, so analysis is no longer limited by report row limits, the '(other)' grouping, sampling or the set of dimension and metric combinations Analytics offers. Analysts can write their own queries, define custom logic for sessions or funnels, keep history for as long as they choose, and join Analytics data to other sources such as CRM records, cost data or inventory in the same warehouse. That is what makes it the standard route for serious analysis. The other options describe things done elsewhere: bidding and audience targeting in Google Ads, app diagnostics in Firebase, and web experiments in a testing tool.
Why are the other options wrong?
You can use conversions for ad campaign bidding, and audiences to target ad campaigns.
Using conversions for bidding and audiences for targeting happens through the Google Ads link, not through BigQuery.
You can use app-specific reports like crash data, notification effectiveness, and deep-link performance.
Crash data, notification effectiveness and deep-link reporting are Firebase app features.
You can use audiences to target website experiments and test variants of your web pages.
Targeting website experiments is done with a testing tool integrated with Analytics, not with the BigQuery export.
Real-world example
A retailer joins its BigQuery Analytics export to CRM data and calculates first-year customer value by acquisition channel. It emerges that a channel with a middling cost per order produces the highest repeat purchase rate, which no in-interface report could have shown.
Topics in this question
About the Google Analytics Certification (GA4)
The Google Analytics Certification tests your understanding of GA4: how data is collected through events, how accounts, properties and data streams fit together, and how to use standard reports, explorations and audiences to answer business questions.
Exam guide and all 238 Google Analytics (GA4) questions →Related Google Analytics (GA4) questions
- 1What is something you can do with your data when you export your Google Analytics data to BigQuery?
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