Marketing and analytics · data source guide
Google Analytics 4 data in Power BI
Connector status
Connector in Microsoft's list
- Google Analytics
The Google Analytics connector is listed for Power BI (semantic models) and Power Query Online, general availability. Its reference page states that GA4 properties are supported through the Google Analytics Data API (Implementation 2.0, now the default); Universal Analytics used the deprecated API.
Checked against Microsoft Learn's Power Query connector list on 5 November 2026. Connectors change; check the list before you build.
How to get Google Analytics 4 data into Power BI
In order of preference for a report that refreshes on its own.
- 1
Connect with the Google Analytics connector
Get data → Google Analytics, sign in with a Google account that can read the property, and pick dimensions and metrics for the GA4 property. Keep each query narrow: a few dimensions per query refresh faster and stay inside API quotas.
- 2
Mind the quotas
The Google Analytics Data API enforces per-property quotas. Several narrow queries (date × channel, date × landing page) are more reliable than one wide query with many dimensions.
- 3
For history and raw events, use BigQuery
GA4 can export raw events to BigQuery. Connect Power BI with the Google BigQuery connector when you need event-level analysis or history beyond what the API returns comfortably.
- 4
Align definitions
GA4 sessions, engaged sessions and key events are not the same as Universal Analytics metrics. Label measures with the GA4 names so readers don't compare them with old reports.
Typical Google Analytics 4 KPIs
Table and column names in the DAX are illustrative: rename them to match your model.
Sessions
Sessions in the period by default channel group.
Sessions = SUM ( GA4[sessions] )Engagement rate
Engaged sessions divided by sessions.
Engagement Rate = DIVIDE ( SUM ( GA4[engagedSessions] ), SUM ( GA4[sessions] ) )Conversion rate
Sessions with a key event divided by sessions.
Conversion Rate = DIVIDE ( SUM ( GA4[sessionsWithKeyEvent] ), SUM ( GA4[sessions] ) )Sessions vs last year
Change in sessions against the same period last year.
Sessions YoY % = DIVIDE ( [Sessions] - CALCULATE ( [Sessions], SAMEPERIODLASTYEAR ( 'Date'[Date] ) ), CALCULATE ( [Sessions], SAMEPERIODLASTYEAR ( 'Date'[Date] ) ) )Top landing pages
Landing pages ranked by sessions, with engagement rate.
Landing Rank = RANKX ( ALL ( GA4[landingPage] ), [Sessions] )Modelling notes for Google Analytics 4
- Sampling and thresholds: GA4 may apply data thresholds for small counts; totals across queries can differ slightly.
- Don't sum users across days: users are distinct counts and are not additive across dates or dimensions.
- Time zone: GA4 reports in the property's time zone; align the Date table or note the difference.
Templates for Google Analytics 4 data
Free page layouts with a background, theme JSON and PBIP project. Swap the sample tables for your own queries.
Marketing template
Marketing Campaign PerformancePower BI marketing dashboard template: spend, CTR, leads, CPL and ROAS KPIs, spend vs leads trend, lead funnel and channel efficiency charts.
Retail & e-commerce template
E-commerce PerformancePower BI e-commerce dashboard template: revenue, orders, AOV, conversion and returns KPIs, daily revenue trend, checkout funnel and top products.
Retail & e-commerce template
Retail Store PerformancePower BI retail store dashboard template with a side story panel, store map by sales density, store league table and department sales.
Marketing template
Web Analytics & SEODark Power BI web analytics and SEO template: sessions by channel, engagement and conversions, top landing pages, query position vs CTR and visitor countries.
Marketing template
Social Media PerformancePower BI social media dashboard template: followers and growth by network, engagement rate by content type, best day and time to post, and top posts.
Marketing template
Email MarketingPower BI email marketing template: open, click and unsubscribe rates, revenue per 1,000 emails, list growth, revenue by campaign type and sends.
Power BI visuals for Retail · More by department: Marketing templates · Retail & e-commerce templates
Visuals for Google Analytics 4 KPIs
Chart types that suit these KPIs, with data shapes and example prompts.
Visual
Calendar HeatmapDaily sales or revenue intensity across the year; Website traffic patterns (day-of-week × week-of-year)
Visual
Funnel ChartSales pipeline: leads → MQLs → SQLs → opportunities → closed won; Marketing funnel: impressions → clicks → landing page views → sign-ups
Visual
Sankey DiagramCustomer journey: acquisition channel → onboarding step → conversion or churn; Budget cascade: total revenue → segment → cost bucket → net margin
Visual
HeatmapHour-of-day × day-of-week traffic or activity patterns; Correlation matrix between dozens of numeric metrics
Google Analytics 4 and Power BI: questions
Does the Power BI Google Analytics connector support GA4?
Yes. Microsoft's reference page says GA4 is supported through the Google Analytics Data API (Implementation 2.0, the default).
Why don't my user counts add up?
Users are a distinct count. Summing daily users double-counts people who visited on several days; query the total for the period instead.
Related data sources
Other sources teams often combine with this one.
No connector of its own in Microsoft's list
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Google Analytics 4 is a trademark of its owner. Product names are used only to describe compatibility; VizForge is not affiliated with, endorsed by or sponsored by the owner or by Microsoft.
Design the Google Analytics 4 report page first
Lay out KPI cards and visual slots in the free Design Studio, then export the background, theme JSON and a PBIP project to bind to your data.
The design studio for Power BI. Free, in your browser, no sign-up.