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The query pulls page views on Google Merchandise Store from the GA4 public datasource. Pages are categorised as PLP, PDPs and the rest of pages to understand User Journeys without going into too much detail.
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-- pulling user page views from GA4 events | |
WITH base_table AS ( | |
-- pulls relevant columns from relevant dates to decrease the size of data scanned | |
SELECT | |
event_name, | |
event_date, | |
event_timestamp, | |
user_pseudo_id, | |
user_id, | |
device, | |
geo, | |
traffic_source, | |
event_params, | |
user_properties | |
FROM | |
`bigquery-public-data.ga4_obfuscated_sample_ecommerce.events_*` | |
WHERE | |
_table_suffix >= '20210101' | |
AND event_name IN ('page_view') | |
) | |
, unnested_events AS ( | |
-- unnests event parameters to get to relevant keys and values | |
SELECT | |
event_date AS date, | |
event_timestamp AS event_timestamp_microseconds, | |
user_pseudo_id, | |
MAX(CASE WHEN c.key = 'ga_session_id' THEN c.value.int_value END) AS visitID, | |
MAX(CASE WHEN c.key = 'ga_session_number' THEN c.value.int_value END) AS visitNumber, | |
MAX(CASE WHEN c.key = 'page_title' THEN c.value.string_value END) AS page_title, | |
MAX(CASE WHEN c.key = 'page_location' THEN c.value.string_value END) AS page_location | |
FROM | |
base_table, | |
UNNEST (event_params) c | |
GROUP BY 1,2,3 | |
) | |
, unnested_events_categorised AS ( | |
-- categorizing Page Titles into PDPs and PLPs | |
SELECT | |
*, | |
CASE WHEN ARRAY_LENGTH(SPLIT(page_location, '/')) >= 5 | |
AND | |
CONTAINS_SUBSTR(ARRAY_REVERSE(SPLIT(page_location, '/'))[SAFE_OFFSET(0)], '+') | |
AND (LOWER(SPLIT(page_location, '/')[SAFE_OFFSET(4)]) IN | |
('accessories','apparel','brands','campus+collection','drinkware', | |
'electronics','google+redesign', | |
'lifestyle','nest','new+2015+logo','notebooks+journals', | |
'office','shop+by+brand','small+goods','stationery','wearables' | |
) | |
OR | |
LOWER(SPLIT(page_location, '/')[SAFE_OFFSET(3)]) IN | |
('accessories','apparel','brands','campus+collection','drinkware', | |
'electronics','google+redesign', | |
'lifestyle','nest','new+2015+logo','notebooks+journals', | |
'office','shop+by+brand','small+goods','stationery','wearables' | |
) | |
) | |
THEN 'PDP' | |
WHEN NOT(CONTAINS_SUBSTR(ARRAY_REVERSE(SPLIT(page_location, '/'))[SAFE_OFFSET(0)], '+')) | |
AND (LOWER(SPLIT(page_location, '/')[SAFE_OFFSET(4)]) IN | |
('accessories','apparel','brands','campus+collection','drinkware', | |
'electronics','google+redesign', | |
'lifestyle','nest','new+2015+logo','notebooks+journals', | |
'office','shop+by+brand','small+goods','stationery','wearables' | |
) | |
OR | |
LOWER(SPLIT(page_location, '/')[SAFE_OFFSET(3)]) IN | |
('accessories','apparel','brands','campus+collection','drinkware', | |
'electronics','google+redesign', | |
'lifestyle','nest','new+2015+logo','notebooks+journals', | |
'office','shop+by+brand','small+goods','stationery','wearables' | |
) | |
) | |
THEN 'PLP' | |
ELSE page_title | |
END AS page_title_adjusted | |
FROM | |
unnested_events | |
) | |
, ranked_screens AS ( | |
-- prepares additional data points for analytics to understand transitions between the previous, current and following pages | |
SELECT | |
*, | |
DENSE_RANK() OVER (PARTITION BY user_pseudo_id, visitID ORDER BY event_timestamp_microseconds ASC) page_rank, | |
LAG(page_title_adjusted,1) OVER (PARTITION BY user_pseudo_id, visitID ORDER BY event_timestamp_microseconds ASC) previous_page, | |
LEAD(page_title_adjusted,1) OVER (PARTITION BY user_pseudo_id, visitID ORDER BY event_timestamp_microseconds ASC) next_page | |
FROM | |
unnested_events_categorised | |
) | |
, screen_summary AS ( | |
-- another layer of analytics: check the last page number viewed on a session | |
-- aggregate all screens per session, which will be helpful in identifying power users | |
SELECT | |
*, | |
MAX(page_rank) OVER (PARTITION BY user_pseudo_id, visitID) last_page_rank, | |
ARRAY_AGG(page_title_adjusted) OVER (PARTITION BY user_pseudo_id, visitID) pages_on_a_visit | |
FROM | |
ranked_screens | |
) | |
, screen_summary_agg AS ( | |
-- cleans up pages_on_a_visit field | |
SELECT * EXCEPT(pages_on_a_visit), | |
ARRAY_TO_STRING(ARRAY(SELECT DISTINCT * FROM UNNEST(pages_on_a_visit) ORDER BY 1 ASC), '>>') AS screens_on_a_visit | |
FROM | |
screen_summary | |
) | |
SELECT | |
-- final analytical point: the first time a page is viewed in a session | |
*, | |
MIN(page_rank) OVER (PARTITION BY user_pseudo_id, visitID, page_title) AS page_rank_session_first_seen | |
FROM | |
screen_summary_agg |
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