如何在 GA4 - bigquery 导出中获取“当前会话”的流量源数据？

Question

我一个月前将我的 GA4 帐户与 BigQuery 项目相关联。

借助原始数据，我想获得各种数据和见解，包括 GA 当前提供的许多功能。其中之一是转换路径。我想查看我的用户使用转换路径从哪些媒体/来源中获得。为此，流量来源或媒介/活动/来源值是必要的。尽管如此，Google Bigquery Export 模式的帮助页面显示流量来源是“首先获得用户的流量来源的名称”。 https://support.google.com/firebase/answer/7029846?hl=en

因此，对于每个用户来说，流量来源似乎总是相同的，我无法跟踪进行转化的媒介/来源用户的路径。我也尝试在大查询模式的 event_param 列中提取 page_location 的 utm 代码，但似乎不正确。

例如，第一张图片是 GA4 转化路径中最后一个媒体的值计数。 第二个是我从 BigQuery 数据的 page_location/page_referrer 中提取的最后一个媒体的值计数。周期相同，因此转换的总数相同。不过媒介的数量不同。

value counts of the last medium in conversion path of GA4

Value counts of last medium that I extracted from page_location/page_referrer of the BigQuery data

我的问题是如何在 BigQuery 的原始数据中获取每个会话的流量来源？

任何想法或线索将不胜感激。 非常感谢。

Answer 1

来自 GA4 导出的数据是基于事件的，而不是基于会话的，所以听起来您想做的是将事件数据汇总到会话内容中。

这个查询会这样做：

SELECT
    user_pseudo_id,
    TIMESTAMP_MICROS(event_timestamp) AS session_start_ts,
    CAST(LEAD(TIMESTAMP_MICROS(event_timestamp),1) OVER (PARTITION BY CONCAT(user_pseudo_id)
      ORDER BY
        event_timestamp) AS timestamp) AS session_end_ts,
    (SELECT value.int_value FROM UNNEST(event_params) WHERE key = 'ga_session_id') AS session_id,
    (SELECT value.int_value FROM UNNEST(event_params) WHERE key = 'ga_session_number') AS session_number,
    (SELECT value.string_value FROM UNNEST(event_params) WHERE key = 'page_referrer') AS referrer,
    (SELECT value.string_value FROM UNNEST(event_params) WHERE key = 'page_location') AS landing_page_path,
    (SELECT value.string_value FROM UNNEST(event_params) WHERE event_name = 'page_view' AND key = 'page_title') AS landing_page_title,
    traffic_source.name,
    traffic_source.medium,
    traffic_source.source,
    CASE
    WHEN device.category = "desktop" THEN "desktop"
    WHEN device.category = "tablet" AND app_info.id IS NULL THEN "tablet-web"
    WHEN device.category = "mobile" AND app_info.id IS NULL THEN "mobile-web"
    WHEN device.category = "tablet" AND app_info.id IS NOT NULL THEN "tablet-app"
    WHEN device.category = "mobile" AND app_info.id IS NOT NULL THEN "mobile-app"
    END AS device,
    device.mobile_brand_name,
    device.mobile_model_name,
    device.mobile_marketing_name,
    device.mobile_os_hardware_model,
    device.operating_system,
    device.operating_system_version,
    device.vendor_id,
    device.advertising_id,
    device.language,
    device.is_limited_ad_tracking,
    device.time_zone_offset_seconds,
    device.browser,
    device.browser_version,
    device.web_info.browser,
    device.web_info.browser_version,
    device.web_info.hostname
  FROM
    `[my_project].analytics_[my_id].events*` s -- modify to your project
  WHERE
    event_name = 'session_start'
    order by 1,2
    
    LIMIT 500

此代码的全部功劳归于 Rittman Analytics 上的以下文章，我认为这对您开始将 GA4 导出到 BigQuery 时非常有益： https://rittmananalytics.com/blog/2021/7/25/event-based-analytics-and-bigquery-export-comes-to-google-analytics-4-how-does-it-worknbsp-and-whats-thenbspcatch

本

Answer 2

如果你还在寻找答案，我是这样做的：

select
event_date,
user_pseudo_id,

(SELECT value.string_value FROM UNNEST(event_params) WHERE key = 'page_referrer') as page_referrer,


    CONCAT(user_pseudo_id,(select value.int_value from unnest(event_params) where key = 'ga_session_id')) as session_id,
    CASE
    WHEN ( SELECT value.string_value FROM UNNEST(event_params) WHERE key = 'medium') IS NULL THEN '(direct)'
    ELSE ((select value.string_value from unnest(event_params) where key = 'medium' )) 
    END as session_medium,
    CASE
    WHEN ( SELECT value.string_value FROM UNNEST(event_params) WHERE key = 'source') IS NULL THEN '(none)'
    ELSE ((select value.string_value from unnest(event_params) where key = 'source')) 
    END as session_source,
    CASE
    WHEN ( SELECT value.string_value FROM UNNEST(event_params) WHERE key = 'campaign') IS NULL THEN '(none)'
    ELSE ((select value.string_value from unnest(event_params) where key = 'campaign')) 
    END as session_campaign,
    CASE
    WHEN ( SELECT value.string_value FROM UNNEST(event_params) WHERE key = 'content') IS NULL THEN '(none)'
    ELSE((select value.string_value from unnest(event_params) where key = 'content')) 
    END as session_content,
    
   
from
`ga4.analytics_308612563.events_*`
where event_name = "page_view"
and (select value.int_value from unnest(event_params) where key = 'entrances' ) = 1

因此，基本上您是通过过滤入口 = 1 来查找第一个页面视图。对于我的用例，我将此查询用作 CTE，然后为我正在寻找的其他事件执行另一个 CTE。然后根据 user_pseudo_id 和 ga_session_id 在会话 id 上加入两个临时表。