Recipe: GA4 Funnel Analysis (BigQuery)

Analyze the e-commerce conversion funnel using GA4 BigQuery export data. Shows drop-off at each step: session_start → page_view → add_to_cart → begin_checkout → purchase.

When to Use

• You need funnel analysis with unsampled data
• The GA4 Data API funnel reports are insufficient (alpha, limited)
• You need historical funnel data beyond 90 days
• You want to customize funnel steps beyond standard e-commerce events

Prerequisites

• GA4 BigQuery export enabled for the property
• User authenticated with gmp auth login (bigquery.readonly scope)
• GCP project ID and dataset name

Steps