Vašek and Anička presented at MeasureCamp Prague on using Google Ads export in BigQuery, combining it with GA4 and CRM data to solve attribution issues.
On Saturday, the ČSOB building in Prague was buzzing with analytics topics. A large part of the MeasureDesign team showed up for the 10th anniversary edition of MeasureCamp Czech Republic — and Vašek and Anička gave a talk on working with the Google Ads dataset in Google BigQuery.
The goal was to explain why and how to make business use of the Google Ads export to BigQuery — and how to smartly combine it with web data from Google Analytics or customer CRM data. By using this data in reporting, we can eliminate attribution headaches like "not set" in GA4 or current issues where Google Ads campaigns (google/cpc) are misattributed as organic.
We also looked at the technical side of the setup, including how many tables the export contains (spoiler: it is 103 tables and 103 views), how to connect them properly, and we introduced a not-yet-public query feature.
Below, you will find a few clarifications from the follow-up discussion that we promised to verify.
One great question from the audience was whether the mentioned query feature supports JOIN. We had not yet encountered a client use case for this, so we tested it after MeasureCamp — and it appears that the current version of the query feature does not support JOIN. However, this may still change, as it is a non-public feature that is still in development.
Another audience member asked about the Refresh Window in Data Transfer. Just to clarify: according to the official documentation, the default range is the last 7 days, and the maximum is 30 days.
Additionally, for manual backfills, you can request a maximum of 180 days at once. After that, you need to let the transfer finish before triggering another manual load (source).
As we mentioned during the session, besides the presentation itself, we are also sharing the queries in our public GitHub repository. Try creating an L0 layer from the Google Ads export using your own data. This will help simplify the otherwise complex dataset into a table containing gclid, campaign, cost, and other key fields — making it much easier to work with.
How do you get data from multiple ad platforms into a single data warehouse, typically BigQuery? We’ll walk through the core architecture and key decisions before you start exporting data from Google Ads, Meta Ads, Sklik, and other platforms.
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Vašek and Anička presented at MeasureCamp Prague on using Google Ads export in BigQuery, combining it with GA4 and CRM data to solve attribution issues.
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Vojta works at MeasureDesign on developing technical and data solutions that are not only functional, but also practical and easy to use. He enjoys combining web development, automation, and data work to create solutions that make sense both from the user’s perspective and in terms of the technical foundations behind them. What he finds most rewarding is turning a more complex problem into a clean and reliable solution.
Jirka has been working in marketing for over 10 years, and if there is anything he enjoys more than numbers themselves, it is connecting them. He loves mathematics and data analytics, and thanks to his interest in exploring source code, he can easily communicate with developers in their own language. At MeasureDesign, he specializes in connecting new data sources - building custom connectors in Python, testing data quality, and exploring which data combinations make the most sense from a business perspective. He is completely at home in Looker Studio and also has extensive experience evaluating PPC campaign performance.
Lenka joined MeasureDesign at the end of 2025, bringing extensive experience from PPC marketing, where she spent many years working with Google Ads, Meta Ads, and other advertising platforms. While managing campaigns, she repeatedly ran into the same issue - poorly set up or insufficient web analytics, which made effective optimization nearly impossible. This challenge initially led her to analytics out of necessity, but over time she discovered that she enjoyed it even more than advertising itself. Today, she focuses primarily on implementing web analytics and data solutions that provide companies with high-quality, reliable data for strategic decision-making and performance marketing. She continues to work on selected PPC projects as well - not only because she still enjoys them, but mainly to stay closely connected to the reality of media platforms and the real needs of clients.
Marťa helps integrate AI into everyday work—making it faster, more efficient, and accessible to every team member. What excites her most is finding practical ways to use AI and turning new technologies into useful tools.
Anička has over 7 years of experience in the agency world, where she has managed social media ad campaigns for clients, and especially for content-driven websites, her favorite. Wanting to broaden her perspective beyond campaign data, she gradually shifted her focus toward web analytics. She joined our team in 2022 and now specializes in data analytics, using GA4, BigQuery, Looker Studio, and other tools to connect and dig deeper into data — delivering insightful analyses and valuable input for business decisions. Anička was a member of our team until 2026.
Zuzka's career path led her through corporate innovation and research management, running word-of-mouth projects, and later to a digital agency, where she managed website development projects. However, Zuzka is naturally curious and wanted to understand how a website actually works once it is launched into the world. That curiosity led her to study web analytics — and eventually to a key collaboration with Vašek. In 2019, they founded the company together.
Vašek has been working in digital analytics for over 15 years — from setting up tracking to data storage, visualization, and interpretation. He helps companies keep their data in order and make full use of it. He focuses primarily on data from digital platforms such as websites, apps, and client zones, and on connecting that data with other business data like media and customer data. After years of freelancing, he co-founded the analytics studio MeasureDesign, where, in addition to working on analytics projects and bespoke training sessions, he also mentors and educates new analysts.
Blanka joined our team in 2024 and has been responsible for back-office operations, including invoicing and administrative tasks, ever since. She draws on her experience from the Czech Post and her background in financial management to keep everything running smoothly. In her free time, she enjoys traveling with her two children and finds relaxation in working in her garden.
Markéta started out in marketing, but then came maternity leave — and with it, total chaos. In an effort to hold on to the last bits of sanity, she turned to data. After all, numbers don’t yell, spill cereal into your keyboard, and at least they make some sense. She completed a data analytics course at Engeto Academy, where she bonded with SQL, Power BI, Excel, and Python, and started looking for patterns outside the bounds of children’s coloring books. Today, at MeasureDesign, she helps clients understand what their numbers are really saying.
She joined MeasureDesign in 2023, specialising in measurement implementation and reporting. Her favourite moment is when, after all the setup and testing, the first data finally starts flowing in. Her biggest challenge? The unexpected (and often undocumented) changes from Google – those are the times when every analyst turns into a paranormal behaviour expert. 👻 She was a member of our team until summer 2026.
Klára has been with the company since 2019. She focuses mainly on web analytics but is not afraid to dive into data work in BigQuery. What she enjoys most is guiding clients through the entire process — from defining their needs to implementing tracking and creating the final data visualizations. She gets an almost suspicious amount of joy from a clean and well-organized GTM container or a report full of useful data.
