Markin + Google Analytics 4
Web behaviour as an early signal of revenue drift.
GA4 shows aggregate movement. Markin joins it to the revenue base and works out which segment moved, how much it is worth, and whether it is worth intervening.
Read only
What Markin reads
- BigQuery event exports
- Channel and campaign attribution
What Markin writes back
- Nothing. This system is a source of signal, not an executor.
How the connection works
| Pattern | What it means here |
|---|---|
| Read only | Markin reads signal from this system. Nothing is written back and no schema is changed. |
Google Analytics 4 questions
- How does Markin connect to Google Analytics 4?
- Read only. Markin reads signal from this system. Nothing is written back and no schema is changed.
- What does Markin read from Google Analytics 4?
- BigQuery event exports; Channel and campaign attribution.
- What does Markin write back into Google Analytics 4?
- Nothing. This system is a source of signal, not an executor.
- Do we have to move our data to Markin?
- No. Markin reads from your warehouse, product events and operational systems in place, on your compute, under the access rules your data team already set. Nothing is copied into a separate customer base and there is no vendor-side profile store to migrate off later.
- Does Markin replace our engagement platform or CDP?
- No, and it should not. Your engagement platform keeps the channel, the templates, the deliverability and the governance. Your CDP keeps identity and consent. Markin adds the layer neither has: deciding which action deserves to exist for each customer, and proving it against a holdout.
- What if the system we use is not listed?
- The four activation patterns cover almost everything: attribute write-back, triggered event, decision API and direct surface rendering. Any system that exposes an API, accepts a table, or can read a warehouse column can receive decisions. New connectors are built during deployment, typically in days.