Great news for analysts! BigQuery export now supports additional traffic source fields, making session-scoped channel analysis even more powerful. These new fields are automatically available in your existing Google Analytics BigQuery exports, mirroring the detailed insights previously only accessible in the GA UI.
Here’s what’s new:
session_traffic_source_last_click – provides last-click attributed session data across Google Ads and manual contexts (like email campaigns or social media promotions). Now, there’s no need to parse the collected_traffic_source field—everything is ready to use for attribution calculations!
Manual Campaigns: Follows GA4’s last-click attribution logic for non-Google campaigns, including fields like campaign ID, medium, source, and more.
Google Ads Campaigns: Applies last-click attribution for Google Ads, with fields like campaign ID, ad group, and customer ID.
Additionally, new fields are now supported:
cross_channel_campaign
sa360_campaign
cm360_campaign
dv360_campaign
Use these fields to simplify and streamline your attribution models!
If you work with GA4 to BigQuery exports, be sure to check out my SQL cheat sheet.
