What is GA4 Measurement Protocol?

ga4 measurement protocol google analytics server-side api

Quick Answer

GA4 Measurement Protocol is an API that lets you send events directly from your server to Google Analytics, bypassing the browser. It ensures 100% event delivery (no ad blockers), enables offline conversion imports, and provides complete data for GA4 reporting and BigQuery export.

Full Answer

The Measurement Protocol is GA4 server-side API for sending events. Instead of relying on gtag.js in the browser (which can be blocked), you send HTTP requests directly from your server. Benefits include guaranteed delivery, enriched data (server-side calculations, user lookups), and the ability to send offline conversions. Combined with BigQuery export, you get complete raw data for analysis.