Google Analytics 4 · Measure
Keep years of GA4 benchmarks while the rest of your attribution moves to first-party. Apex imports GA4 sessions, channels, and conversions, then reconciles them against Apex.js events so you don't throw away history during the migration to closed-loop reporting.
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What teams use it for
Can I run GA4 and Apex in parallel during a migration to first-party tracking?
Yes. Apex imports GA4 aggregate data (sessions, channel groupings, conversions) via the Data API and displays it alongside first-party Apex.js events in the same dashboard. Teams usually run both for a quarter or two, validate that Apex's numbers match, and then drop GA4.
Why does GA4 miss so much of my actual revenue, and can Apex fix that?
GA4's pixel is eaten by ad blockers, Safari ITP, iOS privacy, and any network that blocks third-party scripts. Apex.js runs first-party on your own domain, so it captures the events GA4 loses. You can reconcile both in Apex and see the real gap; most teams find GA4 undercounts by 20-40%.
How do I tie GA4 sessions back to closed-won deals or Stripe revenue?
GA4 can't do this on its own because it doesn't share an identity graph with your CRM or billing system. Apex imports GA4 aggregates AND runs Apex.js for session-level tracking, then joins identity across Stripe, HubSpot, and your product events. Revenue rolls up to the channel GA4 reported; the attribution finally works end-to-end.
What flows in
From Google Analytics 4
What it powers
Blend GA4 aggregate traffic data with Apex first-party events to stabilize channel attribution during migrations.
Reconcile experiment results against GA4 conversion benchmarks to build trust during the transition.
Setup · OAuth 2.0
Authorize access via a Google service account or OAuth, pick the GA4 property, and select which events and dimensions you want imported. Apex handles sampling, quota windows, and schema changes from Google's side so you don't have to.
FAQ
Functionally, yes, Apex.js captures the events GA4 captures, with better fidelity under privacy rules, and adds identity resolution, revenue attribution, and experimentation. Culturally, most teams keep GA4 for a migration period to validate the numbers before cutting over. There is no forced timeline.
Sessions and users by day, acquisition channel groupings, source/medium combinations, conversion events, ecommerce transactions, geo and device dimensions, and any custom events you've configured via GA4 event parameters. Everything is joined to the Apex identity graph where possible.
Yes. Apex.js captures every event as a first-party request and stores the raw event stream unsampled. GA4's sampling only affects the imported GA4 numbers; the first-party side of Apex has no sampling regardless of traffic volume.
Historical data back to the beginning of your GA4 property imports in the background, typically finishing within a few hours. Ongoing sync runs every 4 hours (GA4 doesn't support real-time pulls beyond the Real-time reporting API). First-party events captured via Apex.js arrive in real time.
Both. The integration uses the Google Analytics Data API which is available on every GA4 property. GA4 360's unsampled reports export faster through the API, but the feature set is identical.
Any custom event you've configured in GA4 via event parameters is imported along with the standard event set. You can map them to Apex event names during setup so the historical GA4 custom events line up with new Apex.js events going forward.
Yes. Apex exports to BigQuery on request (Pro tier and above), and the Apex dashboard itself has Looker-style reporting. Most teams find the Apex dashboard covers their needs and drop Looker, but the BigQuery export is there when you want it.
Your move
Start free, then attach this source. One live feed is enough to start the loop.