To use Advanced Measurement, you need to connect your Google Analytics 4 (GA4) event-level data to Funnel through Google BigQuery. This involves preparing your GA4 property, exporting event data to BigQuery and connecting the GA4 via BigQuery connector with the Advanced Measurement report in Funnel.

Before you begin

Ensure you have the following:

A GA4 property with an active web data stream.
A Google Cloud project with the BigQuery API enabled. Create a project or use an existing one.
Editor or higher permissions on the GA4 property.
Owner access on the BigQuery project.
Access to the Advanced Measurement report for the GA4 via BigQuery connector in Funnel. If you don't see the report when you connect, contact us to enable it.

Step 1: Enable user-provided data in GA4

User-provided data allows GA4 to collect hashed first-party data like email addresses, which improves measurement accuracy.

In Google Analytics, go to Admin.
Under Data collection and modification, select Data streams.
Select your web data stream.
Scroll to the Google tag section and select Configure tag settings.
Select Allow user-provided data capabilities.
Toggle on Allow user-provided data capabilities and choose how to identify user-provided data:
- Add a code snippet to your website for manual configuration.
- Automatically detect email address patterns on your web pages.
- Specify CSS selectors or JavaScript variables to map specific fields.
Select Save.

If you add a code snippet, follow the instructions in the GA4 interface to set the required fields.

Note: The steps above may change as Google updates its interface. For the latest instructions, see Google's documentation on user-provided data.

Step 2: Link GA4 to BigQuery and activate event streaming

This step sets up the daily export of GA4 event data to BigQuery and includes the User ID for multi-touch attribution.

To link GA4 to BigQuery

In Google Analytics, go to Admin.
In the Product links section, select BigQuery links.
Click Link and choose your BigQuery project.
Select a Data location (for example, European Union).
Under Configure settings, select an Export type. Choose Daily for a full export of the previous day's data.
Select Next, review your settings and select Submit.

Note: It takes at least 24 hours after setup before data appears in BigQuery. Funnel does not download historical data from before this link is established.

Enable streaming for user events

To include User ID in your BigQuery export, ensure User ID is correctly configured in your GA4 property and that user-level data is part of the export:

In Google Analytics, go to Admin > Data streams.
Select your web data stream.
Under Enhanced measurement, confirm that User ID is configured and being collected correctly.

The User ID is included as a field in GA4 exports to BigQuery when it's properly set up within GA4.

Note: The steps above may change as Google updates its interface. For the latest instructions, see Google's documentation on BigQuery export.

To verify data in BigQuery

Once data begins flowing, BigQuery contains event tables with fields like user_pseudo_id and user_id. Run a query in BigQuery to confirm that User ID values are present for authenticated sessions.

Step 3: Connect GA4 via BigQuery with the Advanced Measurement report in Funnel

When data is flowing from GA4 to BigQuery, connect it in Funnel using the GA4 via BigQuery connector and select the Advanced Measurement report.

In your Funnel workspace, go to Data > Connect > Data sources and click + Connect Data Source.
Search for GA4 via BigQuery and click Connect Now.
Select your BigQuery credentials so Funnel can download your data, then click Next. If you add a new credential, sign in with Google and allow Funnel access.
Select the BigQuery project that contains your GA4 export dataset, then click Next. Note: You can select multiple projects per connection.
Choose Configure manually (or Use a Template if you have one), then select the Advanced Measurement report.
Configure the data source settings:
- Do you track your conversions as the 'purchase' event in GA4? Select Yes if you track conversions through the standard purchase event. Select No if you use other conversion events, then enter those event names in a comma-separated list.
- Is user ID tracked in a custom dimension? Select No if you use the standard user_id field. Select Yes if you track User ID in a custom dimension, then enter the custom dimension name and choose its scope (User or Event).
- Do you track multiple countries in your GA4 property? Select No if you don't track multiple countries. Select Yes if you do, then choose how to identify each country: Custom event parameter (enter the parameter name), URL path (after you connect, create a custom dimension in Funnel to extract the country from the Location field — see Creating a custom dimension), or Default geo dimensions (use the default geo country values from the GA4 BigQuery export).
Configure advanced options:
- Do you want the raw event_params field? Select Yes if you need the full raw event_params object as a field. This field is a list of key/value pairs for each event parameter. Each value can include string_value, int_value, float_value and double_value. Select No if you don't need it.
- What events do you want to collect? Select Measurement default events to import the default Advanced Measurement event set, or select Subset of events and enter the events you want in a comma-separated list. Specifying a subset can speed up the connection and reduce BigQuery query cost. The Measurement default events are: first_visit, session_start, purchase, add_to_cart, page_view, select_item, view_item_list, and view_item.
Select Next, review the configuration summary and select Connect Data Source.

Note: Running queries against BigQuery can incur costs on your Google Cloud bill. For cost details and an example, see GA4 via BigQuery additional cost.

Note: For the list of fields available with the Advanced Measurement report, see GA4 via BigQuery: Advanced Measurement dimensions and metrics.

Handoff: After connecting your data source, wait for the initial download to finish before you continue your Advanced Measurement setup.

Connect your GA4 event-level data via BigQuery for Advanced Measurement