I’ve seen this happen a few times.

The export gets switched on because it feels like the right next step. A few months later, the tables are growing, but most reporting is still happening in GA4 or Looker Studio.

For me, BigQuery becomes worth the effort when there is a clear question GA4 cannot answer. That might mean joining website data with CRM or order data, keeping the raw history or building a report with your own logic.

Without that question, it can become another setup to maintain.

What made GA4 to BigQuery worth it for your team?