Directly exporting events to BigQuery is a game-changer for anyone looking to get the most out of their data. Here’s why it’s worth it, who can benefit, and how to make it happen using Server Google Tag Manager (SGTM).
Why is this awesome?
1. You’re in charge of your data: Collect only what you need, filter out the rest, and name columns however you like. BigQuery gives you complete freedom.
2. Scales like a pro: Got gigabytes or terabytes of data? BigQuery can handle it without breaking a sweat.
3. Custom reports, your way: No sampling, no rigid interfaces – build reports that work for you.
4. Track everything: Log events, errors, and successful deliveries. It’s like having a backstage pass to see what’s really happening.
Who is this for?
• If your traffic is so big that standard analytics tools are struggling, this is for you.
• If you’re diving into attribution or trying to decode user behavior, this is for you.
• If you’re juggling multiple channels and need a single source of truth, you’ve found the right solution.
How to send data to BigQuery?
No need to build tags from scratch (unless you’re really into that kind of thing). SGTM has ready-made tag templates that work via the BigQuery API. Here are some great options:
1. BigQuery Event by Taneli Salonen. Simple and efficient
2. Google Analytics 4 RawData to BigQuery by OWOX BI. Just like the name suggests – sends raw GA4 data to BigQuery for full control.
3. Server Container Monitor from the mighty and terrifying realm of Simo Ahava (whoa!).
4. Write to BigQuery by TRKKN. A versatile tag that’s flexible and easy to set up.
If you work with GA4 to BigQuery exports, be sure to check out my SQL cheat sheet.
