Google Analytics 4 (GA4) has rolled out a significant update to its BigQuery export, introducing new session traffic source data and improving data consistency between GA4 and BigQuery exports. This update addresses long-standing discrepancies and adds valuable new fields for marketers and analysts.

Key Updates to BigQuery Export

1. Enhanced session_traffic_source_last_click Data

• Now includes integrations with:
  • SA360 (Search Ads 360)
  • CM360 (Campaign Manager 360)
  • DV360 (Display & Video 360)

2. Additional Publisher Data

• New fields added under the 'publisher' category:
  • ad_revenue_in_usd
  • ad_format
  • ad_source_name
  • ad_unit_id

Implications for Data Analysis

1. Improved Data Consistency

• The update may reduce discrepancies between GA4 interface data and BigQuery exports
• Potentially resolves common questions about data inconsistencies

2. Enhanced Cross-platform Insights

• Integration with SA360, CM360, and DV360 allows for more comprehensive cross-platform analysis

3. More Granular Ad Performance Data

• New publisher fields provide deeper insights into ad revenue and formats

Current Status of Documentation

• The new fields are not yet reflected in the official BigQuery export documentation
• Users may need to explore the updated schema directly in their BigQuery datasets
• The new Big Query parameters are not retroactive.

This update marks a significant step in Google's efforts to provide more consistent and comprehensive data across its analytics platforms. As the integration between GA4 and BigQuery continues to evolve, users can expect further enhancements and potentially more aligned data structures in the future.

Marketers and analysts are encouraged to explore these new fields and assess how they can be incorporated into their existing data analysis workflows to extract more value from their GA4 data exports.