FAQ

Answers to the most frequently asked questions about using the Google Analytics 4 source in Coupler.io.

What data can I pull from GA4?

You can pull any combination of up to 10 metrics and 9 dimensions from your GA4 properties. This includes traffic metrics (sessions, users, page views), engagement metrics (bounce rate, engagement rate), e-commerce data (revenue, transactions), and many more.

See the Data Overview for the full list of available metrics and dimensions.

Can I pull data from multiple GA4 properties?

Yes. When configuring the source, you can select multiple GA4 properties. Data from all selected properties will be included in your report. If you're combining properties, include the Property ID dimension so you can tell which rows came from which property.

What date range can I pull?

You set a start and end date for your report using the date picker. There's no hard limit on the date range, but very long ranges with many dimensions can be slow.

How far back can I pull historical data?

GA4 properties have a configurable data retention period — either 2 months or 14 months. Coupler.io can only pull data within this window. If you need to preserve older data, export it to BigQuery or another destination before it expires, then set up an ongoing data flow in append mode to capture new data going forward.

Check your retention setting at Google Analytics > Admin > Data Settings > Data Retention.

Why is there a 10-metric limit?

This is a limitation of the GA4 Data API, not Coupler.io. Each API request can include a maximum of 10 metrics. If you need more, create multiple data flows with different metric sets and combine them in your destination using a data join. See this article for a step-by-step guide.

Why do I get "incompatible dimensions & metrics" errors?

Not all GA4 metrics and dimensions work together. For example, e-commerce item dimensions can't be combined with advertising metrics. This is a GA4 API limitation. Use the GA4 Dimensions & Metrics Explorer to check which combinations are valid. If you need incompatible fields, pull them in separate data flows and combine them with a data join.

See Common Issues for detailed troubleshooting steps.

Why doesn't my data match the GA4 interface?

The GA4 web interface may apply sampling, filters, or different data processing than the API. Coupler.io pulls unsampled data through the GA4 Data API, which can produce slightly different numbers. Make sure your date range, dimensions, and metrics match exactly. Also check that the GA4 property timezone matches your data flow settings.

See Common Issues for detailed troubleshooting steps.

Why is data for today missing or incomplete?

GA4 data processing can take several hours. Some metrics — especially those tied to Google Ads or Search Console integrations — may take up to 24–48 hours to appear. Set your end date to yesterday for the most reliable results.

What does "(not set)" mean in my data?

"(not set)" appears when GA4 doesn't have a value for a particular dimension. For example, if some traffic doesn't have UTM parameters, the campaign dimension will show "(not set)" for those sessions. This is standard GA4 behavior.

What are "key events" (conversions)?

In GA4, what used to be called "conversions" are now called "key events." These are specific events you mark as important in your GA4 property settings (e.g., form submissions, purchases). Key events are counted per event, not per session.

If your data flows still use the deprecated "Conversions" metrics, you need to update them to the new "Key events" equivalents. See the migration guide for the full mapping and step-by-step instructions.

Why does my key event fail with "invalid metric name"?

GA4 key event names must only contain letters (A–Z), numbers (0–9), and underscores. If your event name includes spaces, hyphens, brackets, or non-Latin characters (e.g., conversions[LP – Inquiry Form Lead]), the API rejects the request. Rename the event in your GA4 property settings so it only uses valid characters.

How do I get the "Returning Users" metric?

The GA4 API does not expose a dedicated "Returning users" metric. You can calculate it yourself using Coupler.io's formula columns feature: create a new column with the formula Total users − New users.

Does Coupler.io avoid GA4 sampling?

Yes. Coupler.io pulls data through the GA4 Data API, which returns unsampled results. This is an advantage over the GA4 interface and some Looker Studio connectors, which may apply sampling to large datasets. Your Coupler.io exports will generally be more accurate for high-traffic properties.

Can I schedule automatic data refreshes?

Yes. After setting up your data flow, you can configure a refresh schedule (hourly, daily, weekly, etc.) under the data flow settings. Your destination will be updated automatically.

What if I need help?

If you can't resolve an issue using this documentation, contact Coupler.io support with your importer ID and a description of the problem. Note that customer support is available on paid plans only.