You’re sure you sent custom_dimension_hero_level to GA4. You even double-checked in the debugger. But then you open BigQuery… and nothing.
Empty. Like the hero never existed. What’s going on?
First things first — you’re not going crazy. This is, unfortunately, just how GA4 works sometimes.
Here are a few common reasons why custom parameters might not make it to BigQuery:
• The parameter was sent with the wrong event
Maybe hero_level was sent with a page_view event, but it was supposed to go with level_complete. BigQuery isn’t at fault — it simply shows what actually came through.
• There’s a delay
Sometimes a parameter doesn’t appear until the next day, especially if the event was collected offline and uploaded later. Don’t panic right away — give it a little time.
Bottom line:
BigQuery isn’t broken — it just shows the raw truth. If you want your custom parameters to show up reliably:
Attach them to the right events, at the right time
And if something doesn’t show up — don’t get angry. Just remember: this is GA4. There’s always a little weirdness involved.
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