Are you hitting limits with the standard GA4 interface? In this Whiteboard Friday, Dave Westby, analytics consultant at Piped Out, explains why exporting your Google Analytics 4 data to BigQuery is a game-changer for your data strategy. Dave breaks down the massive advantages of working with raw data, including bypassing the 14-month retention limit on user data , avoiding data sampling on large reports , and eliminating the dreaded "(other)" row caused by cardinality limits. Access and download the HD whiteboard here: https://moz.com/blog/why-export-ga4-data-to-bigquery-whiteboard-friday TIMESTAMPS: 00:00 – Intro: Why Export GA4 to BigQuery? 00:23 – Important: Data Does Not Backdate 00:44 – Cost: Free Setup & Cheap Storage 01:10 – Bypassing GA4 Interface Limitations 01:28 – Unlimited Data Retention (vs. 14 Months) 02:04 – avoiding Data Sampling 02:33 – Solving Cardinality & The "(Other)" Row 02:58 – Customization: Cleaning Spam & Fixing Conversions 03:23 – Creating Custom S