Google Analytics 4 integration

SegmentStream reads from your Google Analytics 4 → BigQuery export↗ on a daily schedule. SegmentStream consumes the daily (events_YYYYMMDD) tables, and falls back to intraday (events_intraday_YYYYMMDD) when the daily batch hasn't landed yet — so workflows don't block waiting on it.

SegmentStream does not use the GA4 Reporting API↗. The API exposes only processed data, with GA4's own session definitions and attribution model baked in. SegmentStream consumes the raw exported events and builds attribution using its own identity graph and algorithms — which is the entire point of layering on top of GA4 instead of just re-reading what GA4 reports.

SegmentStream can be configured to export conversions to Google Analytics 4 — including events that don't originate on the website. Any conversion SegmentStream processes from an external data source can be exported to GA4 and tied to the original GA4 user / session, so reports reflect real outcomes instead of just on-site events. This is a capability, not on by default — you choose which conversions to export.

Examples of what you can export:

• CRM / sales-pipeline events — deeper-funnel signals like qualified-lead, opportunity-stage transitions, and closed-won, so paid traffic that drove pipeline (not just form fills) shows up in GA4 reporting.
• E-commerce post-purchase events — refunds, returns, and shipped orders, so GA4 conversion data reflects real revenue net of returns instead of just initial checkouts.
• Any offline event — phone-call conversions, in-store sales, or anything SegmentStream ingests from CRM / commerce / call-tracking sources.

Historical data is only available as far back as the BigQuery export was enabled. GA4 does not retro-fill past data when the link is created, and once exported it cannot be re-exported↗. Recommendation: enable the BigQuery export early — even before signing — so that the history is already there by the time you start using SegmentStream.