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Introducing the Google Analytics Sample Dataset for BigQuery

The Google Analytics integration with Google BigQuery gives analysts the opportunity to glean new business insights by accessing session and hit level data and combining it with separate data sets. Organizations and developers can analyze unsampled analytics data in seconds through BigQuery, a web service that lets developers and businesses conduct interactive analysis of big data sets and tap into powerful data analytics.


To help you learn or teach practical experience with analyzing analytics data in BigQuery, we are pleased to announce the availability of a Google Analytics sample dataset. This is accessible directly through the BigQuery interface. The dataset includes data from the Google Merchandise Store, an Ecommerce site that sells Google branded merchandise. The typical Google Analytics data you would expect to see such as AdWords, Goals and Enhanced Ecommerce data can be queried. You can see the fields part of the export schema that you can query here.


BQ Launch - User Interface.pngGoogle Analytics Sample Dataset for BigQueryWhen it comes to helping businesses ask advanced questions on unsampled Google Analytics data, we like to use BigQuery. Its fast and scalable for big data analytics. When providing trainings on the benefits of the Google Analytics and BigQuery integration, there is nothing like having a high quality dataset with sufficient volume to be meaningful. That's why we are so pleased to see the public availability of a robust Google Analytics sample dataset with marketing and ecommerce data. Everyone can experience big data analytics!

- Doug Hall, Director of Analytics, Conversion Works



You can use the sample dataset to learn how granular information can be extracted from analytics data in BigQuery. We’ve created this guide to help you create queries to find answers to the following for the Google Merchandise Store:


  • What is the average number of transactions per purchaser?
  • What is the percentage of stock sold per product?
  • What is the average bounce rate per marketing channel segmented by purchasers?
  • What are the products purchased by customers who previously purchased a particular product?
  • What is the average number of user interactions before a purchase?


Education Programs

If you’re an educator trying to teach others to use BigQuery, then we encourage you to use the sample dataset as a tool. You can use it to create task based assessments and other learning materials for your students. We’ve started to do just that by integrating it into our education courses.


The Analytics Academy provides an introduction to BigQuery in their Getting Started with Google Analytics 360 course. The Data Insights course by the Google Cloud team provides an in-depth look at BigQuery with practical exercises.


Access the Dataset

You can learn more about the dataset including how to get access in this help article. If you need some help, please let us know by leaving a comment. Share any feature requests or ideas to make the dataset more useful. We hope the dataset gives you a practical way to learn about the benefits of analyzing Google Analytics data in BigQuery.


Happy analyzing!

Posted by Deepak Aujla, Program Manager, Google Analytics Solutions

Dimas K

Why don't see the sample dataset in my BigQuery dashboard?


Screenshot at Apr 02 14-30-42.png

Oshri M

can't see the scheme in bg public-data-sets

Deepak Aujla Google Employee

@Dimas K@Oshri M


If you don't seethe bigquery-public-data project, as Felipe H menioned, you can use the direct link: https://bigquery.cloud.google.com/table/bigquery-public-data:google_analytics_sample.ga_sessions_20...


You will go straight to the datatset but also the bigquery-public-data, which all users will soon have access to, will be added to your account. In the future you will then be able to access the dataset like so:


  1. On the left-hand navigation panel select the bigquery-public-data project.

  2. Select the google_analytics_sample dataset from the list of datasets displayed.

  3. Click the ga_sessions table to see the schema and details.

  4. Click Query Table to run a query.