How to query and calculate GA App + Web event data in BigQuery

Examples of event based reporting with ‘Google Analytics 2.0’

The future of app and web analytics is here: Google announced a new way of measurement in Google Analytics. While still in beta, this is a small revolution for web and app analytics.

On top of this: there is a raw data BigQuery export available for all (even non 360) Google Analytics accounts. Let’s dive right in!

Image by Berber Bijlsma

Note: In this article I will focus on web data only. I will show you how to calculate new App + Web engagement metrics, but also how to replicate ‘classic’ Google Analytics dimensions and metrics that you won’t find in the App + Web user interface anymore. But beware…

This is not Universal Analytics. Try to look at the new measurement model as an opportunity to go beyond what Universal Analytics ever could, rather than just another way to populate GA’s ancient data model. (source)

App and web unified (source)

If you are new to BigQuery, I recommend reading the first part of my previous article on how to query Google Analytics (Universal Analytics) data in BigQuery.