Combining UA and Google Analytics 4 data into a single view
Wiideman Consulting Group is a seasoned inbound marketing firm, specializing in SEO and SEM solutions for enterprises and SMBs. They offer white label analytics services through MarketLytics to their clients.
Project Type: Marketing Attribution, Audit & Analytics, Data Story Telling
Tools Used: Segment, GA4, GTM, Looker Studio
60+
hours on manual reporting saved every month
3x
deeper analytics capability with unified BigQuery datasets powering advanced insights.
2M+
events unified to deliver complete performance visibility.
Wiideman
UA and Google Analytics 4 data
Marketing Attribution
The Challenge
Wiideman faced an analytics challenge that’s common these days. They needed to merge data for their clients from two different analytics platforms: Universal Analytics (UA) and Google Analytics 4 (GA4). This posed a significant hurdle as these platforms didn’t offer seamless integration, unless you use GA360. Wiideman’s goal was to utilize the power of both datasets for comprehensive insights and decision-making.
The Solution
To address this challenge, we adopted a multi-step solution:
1. Import UA Data to BigQuery
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The first step was to consolidate Universal Analytics data into Google BigQuery, a powerful data warehousing and analytics platform. This allowed for centralized storage and easy access to UA data.
2. Import GA4 Data to BigQuery
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Simultaneously, we imported data from their GA4 account into the same BigQuery environment. This ensured that both sets of data were within reach for analysis and integration.
3. Data Mapping and Unification
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With both datasets residing in BigQuery, we initiated a meticulous data mapping process. The goal was to map relevant data points from UA and GA4, creating a unified dataset that seamlessly integrated information from both analytics platforms.
4. Visualization with Looker Studio
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The final piece of the puzzle was data visualization. We used Looker Studio to create compelling and interactive visualizations of their integrated dataset. This step was crucial for making the data accessible to a wider audience within the organization.
The Result
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Wiideman’s clients can now compare GA4 data over time using integrated Universal Analytics (UA) data, helping them track trends, detect anomalies, and make better data-driven decisions.
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With BigQuery integrated into their analytics stack, clients can now run advanced analytics and custom queries beyond GA4's standard capabilities, enabling deeper, more powerful insights.
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Wiideman’s approach to bridging the gap between UA and GA4 highlights the value of combining data sources for more comprehensive analysis.
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These upgrades provided clients with tools and flexibility that significantly improved their ability to interpret and act on data.
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Saved 60+ hours on manual reporting every month.
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Deeper insights through advanced analytics on BigQuery.
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Enhanced decision-making with comprehensive and integrated data.
People skills are fantastic, we feel like you are a partner more than a vendor.
Steve Wiideman
CEO
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