GA4 for Big Query: What's the ROI, Real-Time Reporting, and Insights from Interview with Johan van de Werken
Conversion Tracking Playbook
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BigQuery: A Scalable Data Source
BigQuery is like a giant Google Sheet that's scalable and easy to query. You get a place to dump data, but it's more organized than a Google Sheet. It's much easier to dig into SQL than it is to use VLOOKUP in Excel.
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