Case Study

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.


Enhanced decision-making with comprehensive and integrated data.


Deeper insights through advanced analytics on BigQuery.

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: 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: 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: 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: 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

The results were transformative for Wiideman’s analytics capabilities:

    • Time-over-Time Comparisons: Wiideman’s clients can now perform time-over-time comparisons on GA4 data using the integrated UA data. This enables them to track trends, spot anomalies, and make data-driven decisions more effectively.

    • Advanced Analytics with BigQuery: By incorporating BigQuery into their analytics stack, Wiideman’s clients gained the ability to perform advanced analytics and custom queries that were not possible with GA4’s out-of-the-box analytics options. This expanded their analytical horizons and empowered them to extract deeper insights from their data.
    In conclusion, Wiideman’s journey to bridge the gap between Universal Analytics and GA4 for their clients exemplifies the power of data integration and strategic analytics.
400+ eCommerce and SaaS brands are making better, data-driven actions thanks to MarketLytics
400+ eCommerce and SaaS brands are making better, data-driven actions thanks to MarketLytics