GA4 Measurement Protocol

Overview

The GA4 Measurement Protocol allows server-side event collection, enabling data transmission to GA4 from any HTTP-capable environment including backend servers, mobile apps, kiosks, and IoT devices.

When to Use This Skill

Invoke this skill when:

• Implementing server-side event tracking
• Sending events from backend/server environments
• Tracking offline conversions or transactions
• Integrating CRM systems with GA4
• Sending events from mobile app backends
• Tracking server-to-server transactions
• Implementing purchase tracking from payment processors
• Tracking subscription renewals or recurring payments
• Sending lead generation events from forms backend
• Implementing custom server-side analytics
• Working with headless CMS or API-first architectures
• Debugging Measurement Protocol requests
• Validating event payloads before production

Core Capabilities

API Endpoints

Production Endpoint:

POST https://www.google-analytics.com/mp/collect

Debug Endpoint (Validation):

POST https://www.google-analytics.com/debug/mp/collect

Key Difference: Debug endpoint returns validation messages without storing data.

Authentication Requirements

Two Credentials Required:

1. Measurement ID (format: G-XXXXXXXXXX)

   • Find in: GA4 Admin → Data Streams → Web Stream details

2. API Secret

   • Generate in: Data Streams → Measurement Protocol API secrets → Create

Generating API Secret:

1. GA4 Admin → Data Streams
2. Click your data stream
3. Scroll to "Measurement Protocol API secrets"
4. Click "Create"
5. Enter nickname (e.g., "Server-side tracking")
6. Click "Create"
7. Copy secret immediately (cannot retrieve later)

Request Structure

URL Format:

https://www.google-analytics.com/mp/collect?measurement_id={MEASUREMENT_ID}&api_secret={API_SECRET}

Headers:

Content-Type: application/json

Body (JSON):

{
  "client_id": "unique_client_identifier",
  "user_id": "optional_user_id",
  "timestamp_micros": "1234567890123456",
  "user_properties": {
    "property_name": {
      "value": "property_value"
    }
  },
  "consent": {
    "ad_storage": "granted",
    "analytics_storage": "granted"
  },
  "events": [
    {
      "name": "event_name",
      "params": {
        "parameter_name": "parameter_value",
        "value": 123.45,
        "currency": "USD"
      }
    }
  ]
}

Required Fields

• client_id: Unique identifier for client (UUID recommended)
• events: Array of event objects (max 25 events per request)
• events[].name: Event name (string, ≤40 characters)

Optional Fields

• user_id: User identifier for cross-device tracking
• timestamp_micros: Event timestamp in microseconds (UTC)
• user_properties: User-level properties
• consent: Consent status (ad_storage, analytics_storage)

Common Event Parameters

Python Implementation

Using Requests Library:

import requests
import json
import uuid

MEASUREMENT_ID = "G-XXXXXXXXXX"
API_SECRET = "your_api_secret"
ENDPOINT = f"https://www.google-analytics.com/mp/collect?measurement_id={MEASUREMENT_ID}&api_secret={API_SECRET}"

def send_event(event_name, params=None):
    payload = {
        "client_id": str(uuid.uuid4()),
        "events": [{
            "name": event_name,
            "params": params or {}
        }]
    }

    response = requests.post(
        ENDPOINT,
        headers={"Content-Type": "application/json"},
        data=json.dumps(payload)
    )

    return response.status_code == 204

# Send page view
send_event("page_view", {
    "page_location": "https://example.com/page",
    "page_title": "Example Page"
})

# Send purchase
send_event("purchase", {
    "transaction_id": "T_12345",
    "value": 99.99,
    "currency": "USD",
    "items": [{
        "item_id": "SKU_123",
        "item_name": "Product Name",
        "price": 99.99,
        "quantity": 1
    }]
})

Using ga4mp Library:

# Install: pip install ga4mp
from ga4mp import GtagMP

ga = GtagMP(
    measurement_id="G-XXXXXXXXXX",
    api_secret="your_api_secret",
    client_id="unique_client_id"
)

# Send event
ga.send_event(
    event_name="purchase",
    event_parameters={
        "transaction_id": "T_12345",
        "value": 99.99,
        "currency": "USD",
        "items": [{
            "item_id": "SKU_123",
            "item_name": "Product Name",
            "price": 99.99,
            "quantity": 1
        }]
    }
)

Node.js Implementation

const axios = require('axios');
const { v4: uuidv4 } = require('uuid');

const MEASUREMENT_ID = 'G-XXXXXXXXXX';
const API_SECRET = 'your_api_secret';
const ENDPOINT = `https://www.google-analytics.com/mp/collect?measurement_id=${MEASUREMENT_ID}&api_secret=${API_SECRET}`;

async function sendEvent(eventName, params = {}) {
  const payload = {
    client_id: uuidv4(),
    events: [{
      name: eventName,
      params: params
    }]
  };

  try {
    const response = await axios.post(ENDPOINT, payload, {
      headers: { 'Content-Type': 'application/json' }
    });
    return response.status === 204;
  } catch (error) {
    console.error('Error sending event:', error);
    return false;
  }
}

// Send purchase event
sendEvent('purchase', {
  transaction_id: 'T_12345',
  value: 99.99,
  currency: 'USD',
  items: [{
    item_id: 'SKU_123',
    item_name: 'Product',
    price: 99.99,
    quantity: 1
  }]
});

PHP Implementation

<?php
// Using php-GA4-Measurement-Protocol library
// Install: composer require br33f/php-ga4-measurement-protocol

use Br33f\Ga4\MeasurementProtocol\Dto\Event\PurchaseEvent;
use Br33f\Ga4\MeasurementProtocol\Dto\Request\MeasurementRequest;
use Br33f\Ga4\MeasurementProtocol\Service;

$measurementId = 'G-XXXXXXXXXX';
$apiSecret = 'your_api_secret';

$service = new Service($apiSecret, $measurementId);

$event = new PurchaseEvent();
$event->setTransactionId('T_12345')
      ->setValue(99.99)
      ->setCurrency('USD');

$request = new MeasurementRequest();
$request->setClientId('unique_client_id')
        ->addEvent($event);

$service->send($request);
?>

Validation with Debug Endpoint

Send to Debug Endpoint:

curl -X POST "https://www.google-analytics.com/debug/mp/collect?measurement_id=G-XXXXXXXXXX&api_secret=YOUR_SECRET" \
-H "Content-Type: application/json" \
-d '{
  "client_id": "test_client",
  "events": [{
    "name": "test_event",
    "params": {
      "test_param": "test_value"
    }
  }]
}'

Response Format:

{
  "validationMessages": [
    {
      "fieldPath": "events[0].name",
      "description": "Event name must be 40 characters or fewer",
      "validationCode": "NAME_INVALID"
    }
  ]
}

Empty Response = Valid:

• No validationMessages = payload valid
• Status 200 = request processed

Validation Codes

Best Practices

1. Always Validate First:

   • Use debug endpoint before production
   • Test with sample data
   • Verify response is empty (valid)

2. Use Consistent client_id:

   • Same user = same client_id across sessions
   • Store in database for logged-in users
   • Use UUID format for anonymity

3. Include session_id:

   • Maintain session continuity
   • Generate unique session ID
   • Keep consistent within session

4. Batch Events:

   • Send up to 25 events per request
   • More efficient than individual requests
   • Reduces API calls

5. Handle Errors Gracefully:

   • Implement retry logic with exponential backoff
   • Log failed requests
   • Queue events for retry

6. Set Proper Timestamps:

   • Use timestamp_micros for historical data
   • Convert to microseconds: timestamp_ms * 1000
   • Max 3 days in past, 72 hours in future

7. Respect Consent:

   • Set consent parameters appropriately
   • Match frontend consent status
   • Required for GDPR compliance

Integration with Other Skills

• ga4-setup - Initial GA4 property and data stream setup
• ga4-debugview - Testing Measurement Protocol events in DebugView
• ga4-recommended-events - Sending recommended event structures
• ga4-custom-events - Server-side custom event implementation
• ga4-user-tracking - Implementing User ID server-side
• ga4-privacy-compliance - Setting consent parameters correctly
• ga4-bigquery - Analyzing server-side events in BigQuery

References

• references/measurement-protocol-complete.md - Full API reference and examples
• references/authentication-setup.md - API secrets and authentication guide
• references/event-validation.md - Validation patterns and troubleshooting
• references/implementation-examples.md - Real-world implementation patterns (Python, Node.js, PHP)
• references/rate-limits-best-practices.md - Rate limits, batching, and optimization

Quick Reference

Generate API Secret: Admin → Data Streams → Measurement Protocol API secrets → Create

Endpoint:

• Production: /mp/collect
• Debug: /debug/mp/collect

Required Fields:

• client_id (UUID recommended)
• events array
• event name

Max Limits:

• 25 events per request
• 40 characters per event name
• 25 event parameters per event
• 25 user properties per request

Validation:

• Send to debug endpoint
• Empty response = valid
• Check validationMessages array