Google Analytics + Go Fig

Marketing

Integrate Google Analytics with Go Fig for web analytics combined with financial data.

Google Analytics 4 is the default web and app analytics source of truth for mid-market companies, but GA4's reporting stops at sessions, events, and conversions measured on the Google side. Finance needs those numbers joined to booked revenue, pipeline, and CAC to make paid and organic investment decisions. Go Fig connects via the Google Analytics Data API v1 (GA4), lands events, sessions, users, acquisition source, custom dimensions, custom metrics, and e-commerce purchase data in your Financial Intelligence Graph, and joins on client_id or user_id to the invoicing and CRM data already flowing in. Celeste and your AI financial analysts can then produce source/medium-level CAC using real revenue rather than GA conversions, content-level revenue contribution, and organic-versus-paid contribution curves that finance can take to the board. Cross-domain tracking and multi-property rollups are supported natively for portfolio and multi-brand configurations.

Connect Google Analytics See All Integrations

Key facts

API: GA4 Data API v1 (legacy UA not supported)
Grain: Event, session, user, source/medium, content
Custom dimensions: Up to 50 event-scoped, 25 user-scoped per property
Sync cadence: Daily (GA4 latency), hourly for BigQuery-linked exports
Multi-property: All properties in one Google Account in one tenant

SOC 2 Type II · All integrations

What you can do with Google Analytics data in Go Fig

Traffic-source CAC using real revenue

Attribute booked revenue to source, medium, and campaign using the Google Analytics session-level join plus GCLID/UTM matching, producing CAC that finance can defend instead of GA's platform-reported conversions.

Content revenue contribution

Tie page-level engagement to downstream revenue so the content and SEO team can show finance which pages actually drove pipeline, not just pageviews or scroll depth.

Cross-channel funnel analytics

Combine GA4 acquisition data with Facebook Ads, Google Ads, LinkedIn Ads, and organic search to build a true multi-touch funnel visible at the session and user level.

Data available from Google Analytics

Go Fig extracts and normalizes the following data from your Google Analytics account:

Sessions and users

Events and event parameters

Pageviews and screen views

Conversions and conversion value

Traffic source, medium, campaign

GCLID and UTM parameters

Geography and devices

User properties and custom user dimensions

E-commerce purchase events

Custom dimensions (event-scoped)

Landing pages and exit pages

Client_id and user_id for identity resolution

How to connect Google Analytics

Authorize via Google OAuth

Click Connect Google Analytics in Go Fig and sign in with a Google account that has Viewer or higher on the GA4 property or properties. Read-only scope (analytics.readonly) is requested. For portfolio companies, one OAuth against the top-level Google account exposes all properties you have access to.

Select properties and custom dimensions

Pick which GA4 properties flow into the Financial Intelligence Graph (typically the primary web property and app properties). Then select which custom dimensions and custom metrics are important for finance segmentation, plan tier, signup source, account ID, so they land as first-class columns rather than nested key-value fields.

Choose attribution settings and lookback

GA4 uses data-driven attribution by default, with 30/60/90-day lookback windows configurable per conversion. Go Fig pulls whatever is configured plus the raw event-level data, so Celeste can regenerate attribution under alternative models (last click, linear, position based) when finance needs a specific comparison.

Join to revenue and ads for closed-loop reporting

If Stripe, Shopify, NetSuite, QuickBooks, or your CRM is connected, Go Fig joins GA4 client_id and user_id to customer and order records. The source/medium CAC dashboard populates on first sync with deterministic (GCLID/GA client_id) and modeled (UTM-only) attribution clearly separated.

Authentication: OAuth 2.0 with the analytics.readonly scope. For accounts that have linked GA4 to BigQuery (recommended for high-traffic properties), Go Fig can alternatively connect via the BigQuery export for event-level raw data rather than the aggregated Data API.

Common Questions About Google Analytics Integration

Does Go Fig support GA4 only or also Universal Analytics?

GA4 only. Universal Analytics stopped processing data on July 1, 2024 and Google's sunset removed the API in 2025, so there is no supported path for new UA connections. If you have historical UA data exported to BigQuery, Go Fig can ingest that via the BigQuery connector and merge it with the GA4 stream for long-range year-over-year comparisons.

How does Go Fig handle GA4's 14-month default retention?

GA4's Data API only retains 14 months of event-level data by default, extendable to 26 months on GA360. Go Fig stores everything permanently after first sync, so once connected, you are building a forever-history of web and app event data inside the Financial Intelligence Graph, independent of GA4's own retention settings.

Can Go Fig connect to GA4's BigQuery export?

Yes, and it is recommended for properties exceeding 10M events per month. The BigQuery export provides raw event-level data (the full payload that GA4 aggregates before returning it from the Data API), which enables the highest-fidelity attribution modeling. Go Fig reads directly from your BigQuery project with service-account credentials you control.

How are custom dimensions and metrics handled?

All registered custom dimensions and custom metrics (up to GA4's 50 event-scoped plus 25 user-scoped limits) are pulled and exposed as native columns. Celeste can reason over them directly, so a prompt like 'conversion rate by plan_tier custom dimension for Q4' works without any additional mapping configuration.

Does Go Fig reconcile GA4 conversions to actual revenue?

Yes. GA4 reports platform-calculated conversions and conversion values, which often diverge from booked revenue due to consent-mode modeling, iOS tracking restrictions, and attribution window differences. Go Fig pulls both the GA4-attributed number and the realized revenue from your accounting or subscription system, and Celeste surfaces the variance so finance can report the real figure with the GA4 number as a reference point.