Supermetrics for Azure SQL
Connect Google Analytics 4 to Azure SQL Database — Web Analytics in Azure
Load GA4 session, event, and conversion data into Azure SQL Database for web analytics with full SQL power.
Why Connect Google Analytics 4 to Azure SQL Database?
Warehouse your GA4 data in Azure SQL Database for unlimited historical analysis and cross-source SQL.
Escape GA4 data retention limits
GA4 retains detailed data for 14 months max. Redshift stores it indefinitely for long-term trend analysis.
Join with ad spend data
Combine GA4 sessions with Google Ads, Facebook Ads, and other spend data in Azure SQL Database for true cost-per-session analysis.
Spectrum for data lake queries
Query GA4 data alongside raw clickstream logs in S3 via linked servers without loading everything.
How to Connect Google Analytics 4 to Azure SQL Database
Three steps. Under two minutes. Zero code.
- 1
Create a data transfer
Log into Supermetrics, select your data source and Azure SQL Database as your destination.
- 2
Authorize and configure
Connect your data source account, provide your Azure SQL connection details, and select the data you want to transfer.
- 3
Set schedule and start transfer
Choose your refresh frequency (hourly, daily, or weekly) and click Start. Your data begins flowing into Azure SQL automatically.
Google Analytics 4 Data Schema in Azure SQL Database
Supermetrics creates and maintains clean, typed tables automatically. Here's what your GA4 data looks like in Azure SQL Database.
Data Freshness & Scheduling
GA4 data is typically available in Azure SQL Database within 4-8 hours of the reporting period end.
What Google Analytics 4 Data Can You Pull into Azure SQL Database?
Supermetrics gives Azure SQL Database access to your full GA4 reporting data — metrics and dimensions you already know from the GA4 interface.
Key Metrics
- Sessions
- Users
- New users
- Active users
- Views
- Engagement rate
- Average engagement time
- Bounce rate
- Conversions
- Conversion rate
- Revenue
- Event value
- Event count
- Transactions
- Ecommerce purchases
Key Dimensions
- Page path
- Source / Medium
- Campaign
- Channel group
- Device category
- Browser
- Country
- City
- Landing page
- Referrer
- Event name
Resources & Guides
Why Supermetrics for Azure SQL Database?
Purpose-built for marketing data since 2009. 200,000+ companies trust Supermetrics to move 15% of global ad spend into reporting and analytics destinations.
No Vendor Lock-In
Your data lands in Azure SQL Database — infrastructure you own and control. Use any BI tool, any transformation layer, any ML platform. If you ever switch providers, your data and dashboards stay with you.
170+ Marketing Data Sources
Purpose-built for marketing data — not a generic ETL tool. Supermetrics covers 99% of metrics and dimensions from each source, with pre-structured tables ready for analysis. No transformation layer required.
Incremental Loading
Only new and updated Google Analytics 4 records are transferred on each run — efficient, cost-effective, and fast. Full historical backfill available on demand.
Your Data, Your Infrastructure
Supermetrics moves data directly to your destination — nothing is stored on our servers. SOC 2 Type II certified, GDPR and CCPA compliant. Your data stays in infrastructure you control, simplifying privacy and compliance reviews.
Flat-Rate, Predictable Pricing
Fixed annual pricing regardless of data volume — no per-row charges, no surprise bills during peak campaign seasons. Transfer as much Google Analytics 4 data as you need without worrying about cost spikes.
Unsampled Data
Get your complete Google Analytics 4 dataset without sampling. Every session, every keyword, every page — full-fidelity data for accurate analysis.
Frequently Asked Questions
How do I connect Google Analytics 4 to Azure SQL Database with Supermetrics?
Log into the Supermetrics Hub, create a new data transfer, select Google Analytics 4 as the source and Azure SQL Database as the destination. Authorize your Google Analytics 4 account, provide your Azure SQL connection string, choose the fields you want, set a schedule, and start the transfer. Supermetrics writes data using optimized T-SQL bulk operations, so no custom ETL code, stored procedures, or Azure Data Factory pipelines are required — tables are created and managed automatically with full SQL Server compatibility.
Is my Google Analytics 4 data secure when transferring to Azure SQL Database?
Supermetrics is SOC 2 Type II certified and fully GDPR compliant. All Google Analytics 4 credentials are encrypted at rest and in transit. Data flows directly from the Google Analytics 4 API to your own Azure SQL Database — Supermetrics does not store your marketing data on its servers. Azure SQL Database provides multiple security layers: Transparent Data Encryption (TDE) encrypts data at rest automatically, Azure AD authentication replaces passwords with enterprise identity, row-level security restricts which teams see which data, and Advanced Threat Protection monitors for anomalous access patterns. Your marketing data gets the same enterprise security as any mission-critical Azure workload.
Can I combine Google Analytics 4 data with other sources in Azure SQL Database?
That is one of the biggest advantages of storing marketing data in Azure SQL Database. Once Google Analytics 4 lands in your database, you can JOIN it with any other table — CRM records, ERP data, product catalogs, other ad platforms — using familiar T-SQL, the same query language your team already knows from SQL Server. Because Azure SQL Database is fully compatible with the SQL Server ecosystem, you can connect Power BI, SSRS, Excel, or any ODBC/JDBC tool directly. Supermetrics supports 170+ data sources that can all land in the same database for unified analysis.
What Google Analytics 4 metrics and dimensions are available in Azure SQL Database?
All standard Google Analytics 4 reporting fields are available, including Sessions, Users, New users, Active users, Views, Engagement rate, and many more. You select exactly which metrics and dimensions to transfer during setup, and you can add or remove fields at any time without losing historical data. Azure SQL Database supports columnstore indexes for analytics workloads — if your Google Analytics 4 tables grow large, adding a clustered columnstore index can speed up aggregation queries by 10x or more, bringing warehouse-class performance to a managed relational database.
How fresh is Google Analytics 4 data in Azure SQL Database?
Data freshness depends on your transfer schedule. You can run transfers hourly, daily, or weekly. Most users schedule daily transfers so yesterday's complete data is ready each morning. Supermetrics uses incremental loading — only new and updated records are transferred — so even large accounts refresh quickly. Azure SQL Database scales compute independently of storage, so you can temporarily bump to a higher service tier during peak load windows and scale back down when transfers finish, keeping costs predictable.
Does the GA4 connector support custom events?
Yes. All standard and custom GA4 events, including custom conversion events, are available for transfer into Redshift.
Can I query multiple GA4 properties in the same Azure SQL database?
Yes. Connect multiple GA4 properties through Supermetrics and load them into the same Azure SQL database with a property identifier column.
Also Connect to Azure SQL Database
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