Our team just finished building a custom pipeline to bring our GA4 event data into BigQuery, and then into our Snowflake warehouse. We're a B2B SaaS with about 50k monthly website visitors.
I'm now trying to figure out what to actually do with this data. I see people talk about building a "single customer view" or doing better attribution. Our main goal is to connect marketing touchpoints to pipeline/revenue, but I'm not sure where to start.
For those who have done this:
* What were your first useful analyses or reports?
* Did you keep using the GA4 interface at all, or move everything to the warehouse?
* Any pitfalls to watch for with the raw event data? Our current pipeline is just a daily dump.
We're on a tight budget, so we built this to avoid expensive CDPs. I'm hoping to use this for basic marketing automation segmentation next.