Marketing data. From GA4 to warehouse and one KPI version.

Marketing Data Resources

One place between measurement and governance: how to connect GA4, ads, CRM and your store in a marketing warehouse before buying another BI tool.

Updated: July 6, 2026

Suggested path

  1. Sources (GA4, Ads, CRM, store) Check input quality: GA4 export, order identifiers, UTM mapping, GA4 vs CRM boundary (e.g. HubSpot) and timezone consistency across systems.
  2. Warehouse (BigQuery / lake) Estimate GA4 export costs, plan raw/staging layers and partition retention before reports inflate cloud spend.
  3. Metric model (grain, keys, glossary) One revenue and conversion definition, customer key, exceptions (cancellations) and an owner for each KPI in the business glossary.
  4. BI and activation Reporting platform choice, executive dashboard lineage and refresh schedule with anomaly alerts.
Start here

Marketing warehouse checklist

24 items in 5 categories: sources, model, metrics, BI and operations. Score % and gaps to start.

 Costs

GA4 BigQuery cost calculator

Monthly and annual GA4 export estimate - traffic, retention and billing mode.

 BI selection

BI platform catalog

Tableau, Power BI, Looker Studio and three alternatives - profiles, pricing and warehouse integrations.

BI platform selector

Marketing self-service or company-wide reporting? Seven questions on goals and license budget.

Tableau vs Power BI vs Looker Studio

Comparison of three BI platforms: pricing, features and selection scenarios for marketing stacks.

GA4 event taxonomy planner

Event and parameter dictionary before warehouse export - less noise in BigQuery.

dataLayer generator

E-commerce and lead gen push templates - consistent input for GA4 and downstream warehouse.

GA4 configuration auditor

Self-assessment of measurement quality before export - ecommerce, conversions and common rollout mistakes.

Measurement stack selector

Analytics, CMP, server-side, BI and session replay - one path to choose stack layers.

Attribution simulator

Educational rule-based model - how attribution models change conversion credit.

 Governance

DG in marketing analytics

KPI business glossary, GA4-BigQuery-BI report lineage and product identifiers.

Data Governance checklist

30 items in 6 categories - policies, quality, metadata and data organisation.

Data Governance FAQ

Answers on KPI definitions, DG tools and links to marketing analytics.

 Related

Web Analytics hub

GA4, GTM, Consent Mode, Meta Pixel, Google Ads and server-side - measurement before the warehouse.

 CRM

HubSpot and GA4 in a store

Where GA4 measurement ends and CRM begins — without double-counting leads.

 Related

Data Governance hub

Checklist, guide and DG platform catalog - order in definitions and policies.

 Services

BigQuery Marketing Analytics offer

GA4 → BigQuery pipeline, warehouse model and governance for scalable analytics.

 Services

Power BI implementation offer

Data warehouse and management cockpit - from sources to dashboards and team training.

 Services

Data quality monitoring

Ongoing GA4, GTM and dashboard control - maintenance after warehouse rollout.

Need help with your warehouse?

GA4 → BigQuery pipeline, data model, Power BI and governance for your stack.

BigQuery offer Power BI offer Book a call

Content is educational and does not replace a technical or legal audit. Confirm warehouse architecture and KPI definitions with IT, finance and your DPO.