---
title: Markin + Google Analytics 4
url: https://markin.ai/integrations/ga4
category: Product analytics and events
description: Connect Markin to GA4: read web behaviour exports so drift in a segment is detected the week it starts, not the quarter it ends.
---

# Markin + Google Analytics 4

> Web behaviour as an early signal of revenue drift.

**Job:** Use GA4 acquisition and conversion data as decision signal.

A Markin and Google Analytics 4 setup reads acquisition, engagement and conversion data, usually through the BigQuery export, as one input to the hypothesis space. It is a signal source: nothing is written back into GA4.

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.

## What can you ask Markin to do in Google Analytics 4?

- How do I use GA4 data for retention decisions?
- Can GA4 events drive a next best action?
- How do I connect GA4 to my warehouse for decisioning?
- Which acquisition sources produce the highest ARPU?

## What Markin does in Google Analytics 4

- Read acquisition source, medium and campaign per user.
- Read engagement and conversion events through the export.
- Compare ARPU and retention by acquisition source.
- Flag sources whose customers churn faster than they pay back.
- Feed the finding into the hypothesis space as an opportunity.
- Join GA4 identifiers to warehouse customer keys where consent allows.
- Track post-action behaviour for the measurement read.
- Write nothing back: GA4 stays a source of signal.

## The growth work behind Google Analytics 4

### Read the estate

- Reconcile the same customer across billing, CRM, product and support identities.
- Read consent, subscription and channel eligibility state before anything else.

### Find where revenue is leaking

- Detect involuntary churn from failed payments, card expiry and retry behaviour.
- Spot onboarding steps where activation falls off and revenue never starts.

### Explain why

- Check whether the same driver is present in comparable segments.
- Show the counter-evidence, not only the supporting cut.

### Write hypotheses worth funding

- Drop hypotheses that a past experiment already answered.
- Keep the full portfolio visible, including what was deliberately not funded.

### Decide per customer

- Suppress an action rather than send a weak one, and log why.
- Choose the next best action for each customer, for each moment.

### Execute in the tools you already run

- Roll a decision batch back cleanly when something looks wrong.
- Leave the estate exactly as it was if Markin stops writing.

### Prove it caused the revenue

- Refuse to call a result that has not cleared the evidence standard.
- Publish the readout in the same place for every experiment.

### Retire, govern and hand over

- Log every read, decision and write with its reason for audit.
- Keep personal data in your systems and act on it in place.

Full catalogue: [Everything a growth team does, running every day.](https://markin.ai/growth-work)

## Activation patterns

- **Read only.** Markin reads signal from this system. Nothing is written back and no schema is changed.

## What Markin reads from Google Analytics 4

- BigQuery event exports
- Channel and campaign attribution

## What Markin writes back

- Nothing. This system is a source of signal, not an executor.

## Used together with

- [bigquery](https://markin.ai/integrations/bigquery)
- [google-ads](https://markin.ai/integrations/google-ads)
- [snowflake](https://markin.ai/integrations/snowflake)
- [amplitude](https://markin.ai/integrations/amplitude)
- [segment](https://markin.ai/integrations/segment)
- [meta-ads](https://markin.ai/integrations/meta-ads)

## Related

- [Solution: revenue-expansion](https://markin.ai/solutions/revenue-expansion)

## FAQ

**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.

Source: https://markin.ai/integrations/ga4