To get the most out of GA4, you should be using BigQuery.
BigQuery is a tool that allows you to store and run analyses on large datasets without sampling, and with more control than you have inside the Google Analytics 4 interface. BigQuery has been around for a long time, but for many marketers the addition of GA4 is their first time using it.
BigQuery is a paid product, but it has very generous free quotas and even if you do surpass the quotas, the costs are a lot less than you might think. We’ve created a calculator to help you estimate your storage costs so you can see for yourself.
To use the calculator, just update the inputs and your results will automatically update in the table below. To save your results, use the Print to PDF button at the end of the article. The calculator is only an estimate but we’re trying to lean on the conservative side if anything to over-estimate rather than under-estimate your cost.
Note that this calculator is only about storage costs, there might also be query costs that depend on how much analysis you’re doing. The full breakdown is on this Google page.