So moving on to the first key advantage, it’s actually free to set up this link between GA4 and BigQuery. The thing that you do need, though, is a Google Cloud account, and what you pay for is the storage of this data.

But luckily for you, it’s super cheap. So, as an example, if you have a website with 30,000 sessions a month, for example, the storage for this would actually be free. So it doesn’t cost you dear.