GA4 Pipeline -Episode 0: The Google Analytics (GA4) Ecosystem | Before You Touch Reports

Arif Khan
Jan 6
2 min read

Updated: Jan 8

--author Arif Khan | founder zinzu.io

About this series

This is a five-episode series breaking down the Google Analytics (GA4) ecosystem by service, not by features. Think of it as a short series, not a binge.

Each article focuses on one layer of the GA4 pipeline and explains:

What that layer actually does
What decisions are made there
Where common misunderstandings begin

This is not a how-to or UI tutorial series.

The goal is clarity: to understand how GA4 works end-to-end, why it behaves the way it does, and where its natural limits are.

Live session

We’ll host a virtual session to walk through these ideas live, including whiteboarding and deeper technical discussion. Details will be shared soon.

To get notified:

Email your interest: team@zinzu.io
Follow on LinkedIn: https://www.linkedin.com/in/arifkhan3

Episodes in this series

About the Author

The author of this series has spent years building large-scale, event-driven data platforms processing petabytes of data.

These systems were designed to extract behavioral signals from raw events and translate them into decisions that affected real businesses.

That experience revealed a recurring pattern. Aggregations provide signals, but understanding why users behave the way they do requires context.

As businesses move beyond count-based analytics, interpreting event sequences and behavioral stories becomes increasingly critical for improving both top-line growth and operational efficiency.

Let’s start:

GA4 is often treated as a single analytics tool. It isn’t.

GA4 is an ecosystem of services, each responsible for a different stage of the data journey. Most confusion happens when these layers are mixed up.

Here’s GA4 pipeline in simplest form:

That’s it.

Each layer answers different questions and has different limitations.

Define

This happens in Google Tag Manager (GTM).
This is where event names, firing rules, and parameter values are defined.
Even when GTM is skipped, these decisions still exist somewhere.

Send

Handled by gtag.js (web) and GA4 SDKs (mobile)
This layer sends events from the browser or app.
It transports data.
It does not interpret meaning.

Collect

GA4 Collection & Processing
GA4 receives raw events and reconstructs sessions, users, and attribution.
Events are stored first.
Everything else is derived.

Interpret (GA4 UI)

Reports & Explorations
This is the visualization layer.
It works primarily with aggregates and predefined views.

Interpret (Data)

BigQuery Export
This is the raw event layer.
It exposes event-level data for custom analysis and deeper questions.

What’s next?

Now that we have a high-level view of the GA4 pipeline, the first real question is:

Where are events actually defined?

In the next episode, we’ll look at Google Tag Manager, where event names, triggers, and metadata are defined or decided: