Reports in GA4 and BigQuery: best practices, case studies, and solutions to problems encountered in implementations for our clients

BigQuery, Google's data warehouse service, is the cornerstone for creating reports in GA4 that are accurate and (really) useful for those doing business online. However, the potential of using GA4 and BigQuery together is often limited by both strategic and operational misimplementations. In particular, we will look at a case study where the correct use of BigQuery and GA4 allowed us to help a major Italian credit institution optimize its conversion funnel and improve the performance of its online campaigns.