In this article, I’ll try to clarify the understandably murky Measurement Protocol functionality in Google Analytics 4. Measurement Protocol is a way to send events to Google Analytics 4 directly from a machine capable of sending HTTP requests (such as a web server). It’s an alternative collection method to the client-side libraries of Google Tag and the Firebase SDK. Measurement Protocol in GA4 is very different from its predecessor in Universal Analytics.
This is a guest post by Sebastian Pospischil, Evangelist Digital Analytics at TRKKN. All credit for the solution goes to him. The Summary section is the only one authored by Simo Ahava. You know the deal. Each and every day, clients reach out to you asking for custom click tracking for this call-to-action on that slider, or that button in this section of a page. They reach out to you because such things cannot be answered out of the box in Google Analytics 4.
This is a guest post – the first one in a long time! The foreword and summary are written by me, Simo, and the rest is by my esteemed guest author. How fortunate was I to have been contacted by Arben Kqiku, Digital Marketing & Data Manager from comtogether. Arben is one of our many Simmer students, and he’s walked through the Query GA4 Data In Google BigQuery course, learning a lot along the way.
With the sunset announcement of the Universal Analytics service, it certainly does seem like a waste of time to write articles about it. However, a recent update to Google Tag Manager is an interesting one and should provide relief to those Google Analytics users who are set on double-tagging their sites for both Universal Analytics and Google Analytics 4 and who want to make use of GA4’s new Data Layer schema.
For the longest time, Google has been working towards consolidation of their products to build a unified tagging platform. Products that are instrumented (or associated) with “tags” would fall under this umbrella. These comprise tools like Google Tag Manager, Google Ads, Google Optimize, and, of course, Google Analytics. If you’ve been peeking under the hood, you might have noticed how all the tools listed above already run through the gtag.js library.
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