Completed Project · Analytics Engineering

GA4 Analytics Showcase

End-to-end Google Analytics 4 implementation, reverse-engineered from real BigQuery export data. Google Merchandise Store · Nov 2020 – Jan 2021.

Google Analytics 4 Google Tag Manager BigQuery Batch Enhanced Ecommerce Consent Mode v2 Reverse Engineered

847,932

Total Events

65,234

Unique Users

$67,245

Purchase Revenue

2,147

Transactions

2.18%

Conversion Rate

$31.32

Avg Order Value

Analytics Dashboard

16-chart interactive dashboard covering event taxonomy, Enhanced Ecommerce funnel, traffic acquisition, revenue trends, LTV cohorts, and Consent Mode v2 analysis.

Chart.js 16 charts 11 sections

Open Dashboard →

Measurement Plan Booklet

Complete measurement plan reverse-engineered from BigQuery data. Includes site taxonomy, event taxonomy, full dataLayer spec, GTM architecture, and SQL query reference.

13 sections DataLayer spec SQL patterns

Read Booklet →

GTM Container Export

Actual importable GTM container JSON in the real GTM export format. 11 variables, 10 triggers, 9 tags — every element annotated with BigQuery evidence trail.

GTM format Importable Annotated

View Container JSON →

BigQuery Batch Extractor

Production Python client using QueryPriority.BATCH for zero-cost shared-slot processing. 7 GA4 queries: funnel, traffic, revenue, LTV, consent audit, GTM quality.

Python BATCH mode 7 queries

View Extractor →

GA4 SQL Query Library

10 annotated BigQuery SQL queries covering session metrics, ecommerce funnel, revenue by category, traffic attribution, consent auditing, LTV cohorts, and purchase deduplication.

10 queries UNNEST patterns Annotated

View SQL Library →

DataLayer Specification

Complete dataLayer specification including ecommerce object structure, all 8 event types, testing checklist, and GTM container architecture reference.

8 events Ecommerce Testing guide

GTM Implementation Demo

Interactive ecommerce tracking environment with 9,275 real Bash/TFG products. Browse, add to cart, checkout — watch GA4 events fire live in the dataLayer console.

Live tracking 9,275 products Real events

Launch Demo →

About This Project

Built to demonstrate production-grade expertise in GA4, GTM, and BigQuery for Analytics Specialist and Solutions Architect roles. All data is sourced from Google's public bigquery-public-data.ga4_obfuscated_sample_ecommerce dataset — the canonical reference for GA4 analytics.

The GTM container and measurement plan were reverse-engineered from the BigQuery export — reading what GA4 recorded to reconstruct the tag management implementation that produced those records. Every configuration decision is documented with a BigQuery evidence trail.

View Dashboard Read Booklet GitHub Repo ↗