How to Use BigQuery to Get Powerful Marketing Insights from Google Marketing Products and First-Party Data

Let’s explore how BigQuery can help you understand your customers better, optimize your marketing efforts, and drive more revenue—without the headache.

Shreya Banker

Data Scientist

Data Analyst enthusiast. More than 7 years of exposure in Data Analysis and Software programming. I am a highly motivated, versatile IT professional with experience in Data Analysis, Visualization and Database Management. I look for the hardest problem to solve and where I can learn and develop the most. I love a challenge and never run from a difficult task. I'm determined to succeed, and I look forward to what life has to offer.

Feeling lost in a sea of marketing data?

Your website analytics live in GA4, your ad performance sits in Google Ads, customer data is buried in Salesforce, and business insights are tucked away in Snowflake. But there’s no easy way to bring it all together. It’s like trying to put together a puzzle with missing pieces.

That’s where BigQuery comes in. Imagine having a tool that takes all your scattered data, organizes it, and gives you clear answers. BigQuery isn’t just another database. It’s a supercharged analytics powerhouse that helps you connect the dots across different platforms and make data-driven marketing decisions without the guesswork.

Let’s explore how BigQuery can help you understand your customers better, optimize your marketing efforts, and drive more revenue, without the headache.

Why BigQuery is a Game-Changer for Marketers

Let’s be honest - marketing today isn’t just about being creative. You need real data to:

Understand your audience
Optimize your campaigns
Track what’s working (and what’s not)

The problem? That data is everywhere, scattered across multiple platforms.

BigQuery fixes this by bringing everything together in one place, allowing you to:

Combine multiple data sources (GA4, Google Ads, CRM, etc.)
Analyze data quickly (even with billions of rows)
Find patterns and trends that aren’t obvious at first glance
Make better decisions based on real insights, not gut feelings

The best part? It’s fast, scalable, and cost-effective, meaning you only pay for the data you analyze.

Bringing Your Marketing Data into BigQuery

You might be wondering, "How do I get my marketing data into BigQuery?" Don’t worry - it’s easier than it sounds.

Here’s how to bring your most important marketing data into one place:

Google Analytics 4 (GA4)

Google Analytics 4 already comes with native BigQuery integration. With just a few clicks, you can export all your website and app data directly into BigQuery.
Why it’s useful: You get raw, unsampled data to analyze user behavior, engagement, and conversions in more detail than GA4’s built-in reports.

Google Ads

Want to analyze your ad performance beyond what Google Ads reports show? Use BigQuery Data Transfer Service to bring your ad campaign data into BigQuery.
Why it’s useful: Track which ads bring in the highest ROI and uncover hidden opportunities to improve performance.

First-Party Data (CRM, Salesforce, Snowflake, etc.)

Your customer database (from Salesforce, HubSpot, or your own CRM) is gold. By importing it into BigQuery, you can:

See full customer journeys
Identify high-value customers
Improve retention and lifetime value

You can easily upload first-party data using Google Cloud Storage or ETL tools like Fivetran and Stitch.

Bringing it all together: When you merge GA4, Google Ads, and your CRM data in BigQuery, you unlock a complete picture of your customers and marketing efforts.

Powerful Marketing Insights You Can Get with BigQuery

Okay, so your data is in BigQuery. Now what? Here are some amazing insights you can get, no advanced tech skills required!

1. Where Are Your Best Customers Coming From?

Ever wonder which marketing channels bring in the most valuable customers?

Instead of relying on last-click attribution (which often misses the full picture), BigQuery lets you track first-touch vs. last-touch conversions.

Example Insight:

First-touch source: Facebook Ads
Last-touch source: Google Search

Now, you know that Facebook drives awareness, but Google Search seals the deal. This helps you allocate your ad budget smarter.

2. How Engaged Are Your Website Visitors?

Bounce rate and engagement rate are critical for understanding how visitors interact with your site.

Instead of looking at surface-level metrics, BigQuery lets you dig deeper:

Are people actually engaging with your content?
Which pages keep them hooked?
Which pages make them leave?

Example Insight:
If your blog has high traffic but low engagement, maybe the content needs more interactive elements (videos, better CTAs, etc.).

3. What Are Your Best-Selling Products?

If you’re running an e-commerce store, you need to know:

What’s selling the most?
What’s getting abandoned in carts?
Which discounts drive the most conversions?

With BigQuery, you can track:

Top-selling products
Revenue per product
Customer purchase patterns

Use this insight to personalize product recommendations for different audiences.

Real-World Example: How a Fashion Brand Used BigQuery to Boost Sales and Retain Customers

A fashion e-commerce brand had data scattered across different platforms:
Website traffic in Google Analytics 4, Ad performance in Google Ads and
Customers purchase in Salesforce (CRM) but can’t see the full picture. Were they wasting money on ads that didn’t bring in repeat buyers? Why were customers abandoning their carts? How could they increase retention?

Using BigQuery, they uncovered key insights that transformed their marketing strategy.

Step 1: Finding the Best Marketing Channel

They were spending big on Google Search, Facebook, and Instagram Ads, but had no idea which platform brought loyal customers. With BigQuery, they discovered that Google Search Ads led to repeat buyers, while Facebook Ads drove mostly one-time purchases. Instagram worked best for limited-edition product drops. With this insight, they reallocated their budget, cutting wasted ad spend and focusing on what worked.

Step 2: Fixing Cart Abandonment

Shoppers were adding items to their carts but leaving without buying, instead of guessing why, they used BigQuery to dig into the data. They found that higher-priced products had the most abandoned carts, and customers who browsed longer were likelier to buy. Their fix? Adding urgency with “Limited Stock” messages, sending cart reminder emails, and offering free shipping on high-value orders. These small changes helped turn hesitation into sales.

Step 3: Sending Smart Emails (Not Spam!)

Their email marketing wasn’t working - big list, low engagement. With BigQuery’s insights, they stopped sending generic promotions and started personalizing offers. High-spending customers got VIP early access, bargain hunters received flash sale alerts, and inactive shoppers got “We Miss You” discounts. The result? More email engagement, more repeat purchases, and a stronger customer base.

The Big Wins with BigQuery

Found the best ad platform to bring in loyal, high-value customers

Reduced cart abandonment and made checkout smoother
Sent better, more personalized emails that increased repeat purchases

Want to make smarter marketing decisions?

BigQuery helps businesses connect their data, understand their customers, and grow—without guesswork. Use BigQuery today and turn your data into success!

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