Teams that left GA4's UI for the warehouse — and what it bought them

Teams that left GA4's UI for the warehouse — and what it bought them

Five analytics migrations with the numbers that justified the move. Forward to whoever owns reporting.

— 1. A media co piped GA4 to BigQuery — escaped sampling on high-traffic days; previously 'estimated' numbers became exact, and a 14% revenue undercount surfaced. Read if your dashboards feel fuzzy at scale.
— 2. A retailer's attribution rebuild in dbt — modeled first-touch and last-touch side by side; reallocating spend on the gap lifted blended ROAS 17%. The dbt model is the gift.
— 3. A SaaS killed its event-tracking sprawl — consolidated 240 events to 80 typed ones, query costs dropped 35% and analysts stopped guessing. Essential if your event list is a junk drawer.
— 4. A fintech's funnel built in SQL — caught a silent drop-off the GA4 funnel UI smoothed over; fixing it recovered 8% of signups. The 'UI lied' story is worth your time.
— 5. A D2C's LTV cohorts in Looker — found channel A's cheap CAC had the worst 12-month LTV; pausing it raised contribution margin 11%. CAC-without-LTV is the trap this avoids.

That's the stack for this week. Forward to a teammate.