Dataform + BigQuery Marketing Analytics Warehouse

FeaturedCase Study

Layered marketing analytics warehouse using Dataform and BigQuery models for GA4, Google Ads, Salesforce CRM, Looker Studio/Data Studio outputs, and reconciliation checks.

Marketing Analytics TeamClient engagement - Selected workSolo

Dataform + BigQuery Marketing Analytics Warehouse

System architecture

Architecture / Flow

The practical path from source data to reliable reporting output.

Source declarations

GA4, Google Ads, Salesforce CRM, and marketing inputs are declared as controlled BigQuery sources.

Modeled layers

Dataform SQLX transforms raw inputs through bronze, silver, gold, and BI-ready layers.

Dashboard outputs

Looker Studio/Data Studio-facing tables expose clean campaign, pipeline, revenue, and reconciliation views.

Assertions

Compile checks, source counts, and reconciliation assertions catch broken joins before reporting.

Project Overview

Built marketing analytics warehouse patterns around Dataform and BigQuery. The work organized GA4, Google Ads, Salesforce CRM, and marketing inputs into modeled reporting layers with source declarations, SQLX transformations, reusable JavaScript helpers, Looker Studio/Data Studio-ready outputs, assertions, and reconciliation checks.

Key Challenges

Marketing, analytics, and Salesforce CRM sources needed one controlled reporting model
Looker Studio/Data Studio dashboard tables needed controlled grain so spend, conversions, pipeline, and revenue did not duplicate during joins
Warehouse layers needed assertions and reconciliation checks before numbers reached BI outputs
The project needed clear documentation so the warehouse layers could be understood and maintained

Results & Impact

Modeled source declarations, staging layers, and BI-ready Dataform outputs in BigQuery
Added assertion and reconciliation patterns around marketing reporting tables
Separated raw inputs, cleaned entities, gold-layer marts, and Looker Studio/Data Studio-facing outputs
Mapped the model structure for GA4, Google Ads, Salesforce, and order-style reporting

Technology Stack

BigQueryDataformSQLXJavaScriptGA4Google AdsSalesforceLooker StudioData StudioAssertions

Project Details

Industry:Marketing Data Platforms

Duration:Client engagement

Team Size:Solo

Completed:Selected work

Have a similar data workflow?

If your reporting process depends on APIs, spreadsheets, ad platforms, or asynchronous exports, I can help turn it into a reliable pipeline with validation, monitoring, and clean outputs.