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Take your A/B testing to the next level with BigQuery

Use the Varify integration and evaluate your experiments directly with BigQuery data

Get BigQuery access now

Raw data access

All your experiment data - raw, complete, ready for in-depth analysis.

Automatic setup

Connect BigQuery with just a few clicks. Fully automatic integration.

No SQL knowledge required

Get insights without having to write a single query.

Why you should use BigQuery for A/B test evaluation

The data is already available

GA4 collects your experiment data - variants, conversions, users. So you already have the most important building blocks.

BigQuery gives you access to the raw data

With BigQuery, you access the same data - but unfiltered, not aggregated, line by line. This gives you much more flexibility for your analyses.

Analyze the way you want to

Segment by cohorts, combine with business data, apply custom models, perform deeper significance tests - BigQuery gives you full control to analyze all aspects of your experiments.

Make decisions with complete confidence

With the raw data from your experiments, you can make A/B test decisions based on complete and fully transparent insights.

The advantages of BigQuery at a glance

BigQuery
(GA4 raw data)		 GA4
Standard Reporting		 A/B testing tool
Tracking
Data basis Raw data - every single event, unchanged Aggregated, pre-processed data Own event structure,
partly non-transparent
Data quality & sampling No sampling, no extrapolation - full transparency Sampling and extrapolation
for large amounts of data		 Unclear whether sampled
or extrapolated
Data sovereignty 100 % control - data is in your own project Google-based, access via interface Up to the tool provider,
Raw data export possible if necessary
Create experiment goals Destinations from GA4 automatically available - no setup required Targets already available in GA4 Configure manually,
Create events and conversions
Costs BigQuery can be used free of charge without a credit card.
Costs may be incurred for large volumes of data.		 Free of charge within the GA4 limits Often only available with tracking in paid plans

Easy BigQuery setup with Varify.io

No BigQuery? Set it up with one click.

  • Connect to your GA4 property with your Google account

  • Varify automatically creates a new BigQuery project and sets it up

  • Import your BigQuery events, which are displayed as goals in your experiment result reports

Already using BigQuery? Connect your project in a few seconds.

  • Link your existing BigQuery project with just one click

  • No additional setup or configuration required

  • All experiment data immediately available in your own environment

Use your GA4 events & metrics - without any SQL

  • Select any GA4 goal as an experiment target with just a few clicks

  • Segment the results immediately after each GA4 dimension

  • No queries, no code - fully integrated and ready for immediate use

What our BigQuery users say

The best possible database is essential for a clean A/B test analysis. Thanks to the simple integration of Varify and BigQuery, tests can now be evaluated and analyzed quickly and easily directly in Varify. What I particularly appreciate about the collaboration is that the entire Varify team is continuously working on further developments - both on the platform itself and on the seamless connection to BigQuery.
Niko SpiesCRO Freelancer
Niko Spies
Experimentation is rapidly gaining ground, but that also means a lot of newcomers to the field aren't familiar with or have access to technical resources for a sound analysis of their experiment results. Verify aims to lower that bar significantly by integrating BigQuery to the platform. No more struggles with GA4's HLL++ user reporting or the need for manual queries (and possibly many hours of chatGPT prompts to finally get where you want to be)! I hope this is an example that more companies will follow. I love the dedication of the Varify team. Awesome people doing awesome work. Thanks, guys!
Bas LindersProduct Owner CRO
Bas Linders
Bigquery Google Analytics Data Flow

Request now and get access!

With just one click, your BigQuery setup is complete and you can analyze your experiments with BigQuery data.

Frequently asked questions

What is BigQuery?

BigQuery is a cloud database service from Google that allows you to analyze large amounts of data at lightning speed - without any servers or complex infrastructure. With the help of BigQuery, you have access to the raw data from Google Analytics 4 and can use it to analyze your experiments. 

Why should I use BIgQuery data and not GA4 or other testing tool data to analyze my experiments?

Because GA4 and testing tools often only show aggregated or filtered data. BigQuery provides you with the complete raw data - for maximum transparency and flexible analyses.

Can I continue to use my GA4 events & metrics in reporting?

Yes, you can also use all GA4 events, key events and metrics in BigQuery - including segmentation, target definition and custom metrics.

What BigQuery costs can be incurred?

As long as there is no credit card on file, there are no costs. Even if you have a card on file, it is usually free if you synchronize your data daily. Charges may only be incurred for data streaming - but these can be limited by cost controls. Feel free to contact us if you have any questions.

What happens to the project if I no longer use Varify?

Your BigQuery project remains in place - you retain full access to all data. If you no longer wish to use BigQuery, you will need to disconnect GA4 from BigQuery.