Since Google Analytics 4 has instant accsess to Google BigQuery, you can send the raw data to there for free.
Why is it so important? Because you only had the chance to send tha raw data to Bigquery if you had Google Analytics360. This was the only product that has raw data export enabled. But now the free Google Analytics 4 property has, too.
I know, Google Analytics 4 has the user interface, you can check the reports. But imagine, you can add steroids to it and answers more difficult questions based on the raw data.
It is not as easy as click on the side menu to get the answers like how much revenue your store get the last 7 days. You can get this answer on the GA4 UI and from the raw data on BigQuery.
I think the UI helps you to answer the simple questions and the BigQuery queries answers the more robust ones.
Why SQL? Because Google BigQuery uses SQL. It has it’s on limitations, but pretty much the same as any other SQL queries.
If you are not an IT guy who can code it would be a bit challenging four you, but practise makes perfect, you can learn it 🙂
The more data you have, the more techie you have to became. A simple user interface (like Google Analytics 4 have) can’t answer all of your questions. As a marketer you should learn some new skills, how to handle big amount of data.
Fortunately, Google BigQuery has a friendly interface (maybe you don’t recognize it at a first sight), so you can make queries and give answers.
Another plus to Google BigQuery that you can add new columns, modify the existing ones, create a separate table that answers the most common questions. So, use it as soon as possible 🙂
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