As an example, GA4 data in BigQuery can help identify the exact sequence of events/steps taken by healthcare professionals (HCPs) on any brand website, which most frequently leads to a conversion – such as a copay card or brand promotion sign-up. Furthermore, segments of users can be created who are in this conversion pipeline, but are yet to convert once these user segments are created and available for use, targeted marketing tactics such as personalized emails, advertisements, or a representative interaction can be deployed to nudge them toward conversion.