BigQuery for Ecommerce: How We Use It to Analyze and Optimize

In a world where ecommerce data is scattered across platforms, campaigns, and tools, you need a solid foundation for analytics. For us, that foundation is Google BigQuery.

Here are seven concrete reasons why we rely so heavily on BigQuery when building data solutions for our ecommerce clients:

1. We can recover lost or broken data

Sometimes orders go missing in GA4. Attribution data is incomplete. We use BigQuery to cross-reference multiple sources, fill in the gaps, and recreate the truth. The result? More reliable analysis and better decision-making.

2. Full control over reporting

We know exactly how every number is calculated. No black boxes, no guessing. That means we can always audit, explain, and adjust when needed – critical if you’re going to trust your data.

3. Fast reports – even on millions of rows

Thanks to BigQuery BI Engine, our Looker Studio dashboards load in seconds – even with massive datasets. It makes analytics work faster, more enjoyable, and more effective.

4. Custom calculations and filtering per use case

We build custom fields to answer exactly the questions that matter for each business. Example: Which products generate 60% of the revenue? What’s the stock status over time? How much profit is lost due to out-of-stock bestsellers?

5. Automated feed enrichment

With Cloud Functions running on BigQuery data, we automatically update Google Ads feeds with data like product margin, repeat purchase likelihood, or performance metrics. Cron jobs keep it fresh without manual work.

6. Build customer segments – independent of your ESP

Need segmentation logic that your email platform doesn’t support? No problem. We build the data foundation in BigQuery and push it to your ESP or other systems. Total freedom to define your own targeting logic.

7. Scalable for the future

BigQuery handles millions of rows without blinking. We don’t have to rebuild anything when a client grows – performance stays strong no matter how big the data gets.

Summary

BigQuery isn’t just a database. It’s the core of how we work with ecommerce data: from debugging and attribution recovery to creative analytics and automation. It gives us control, speed, and the flexibility to tailor insights to each client’s needs.

Want to see what this could look like for your ecommerce business? Reach out and we’ll show you a live example.