Using GA4 Measurement Protocol on server-side Google Tag Manager

Google Analytics 4 (GA4) Measurement Protocol is a powerful tool for various data collection and analysis needs. Here are some use cases of the Measurement Protocol:

1. Connecting Online and Offline Behaviors

GA4 Measurement Protocol allows you to combine online and offline customer interactions. For example, if a customer views a product on your online store and later purchases it in your physical store, you can merge these two interactions to create a more holistic customer journey.

2. Measuring Client-Side and Server-Side Interactions

The Measurement Protocol enables you to track both client-side and server-side interactions. This way, you can collect all user interactions occurring on your website and apps on a single platform.

3. Sending Events Outside Standard User Interactions

You can use the Measurement Protocol to send events outside standard user interactions, such as offline conversions, to GA4. This is especially useful for measuring the impact of your online ad campaigns on in-store sales.

4. Sending Events from Devices and Apps Where Automatic Data Collection Is Not Possible

You can send event data from kiosks, smartwatches, and other devices and applications where automatic data collection is not feasible. The Measurement Protocol enables you to integrate data from such devices and centralize all customer interactions.

Setup

In server-side Google Tag Manager, we create the Measurement Protocol (GA4) Client

We define the activation path as /mp/collect

{


        ‘measurement_id’: MEASUREMENT_ID,


        ‘api_secret’: API_SECRET,


        ‘client_id’: payload.get(‘client_id’),


        ‘events’: payload.get(‘events’)


}

Resources

• Google Analytics 4 Measurement Protocol Documentation

By using the GA4 Measurement Protocol, you can enhance your business's data collection and analysis capabilities. This will help you make better business decisions and improve the customer experience.

For more comprehensive technical measurement and product analytics, contact us