{"id":59149,"date":"2025-01-31T03:51:33","date_gmt":"2025-01-31T03:51:33","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/session-attribution-with-ga4-measurement-protocol\/"},"modified":"2025-01-31T03:51:33","modified_gmt":"2025-01-31T03:51:33","slug":"session-attribution-with-ga4-measurement-protocol","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=59149","title":{"rendered":"Session Attribution With GA4 Measurement Protocol"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>In this article, I\u2019ll try to clarify the understandably murky <a href=\"https:\/\/developers.google.com\/analytics\/devguides\/collection\/protocol\/ga4\">Measurement Protocol<\/a> functionality in <a href=\"https:\/\/support.google.com\/analytics\/answer\/10089681?hl=en\">Google Analytics 4<\/a>.<\/p>\n<p>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\u2019s an alternative collection method to the client-side libraries of <a href=\"https:\/\/support.google.com\/analytics\/answer\/11994839\">Google Tag<\/a> and the <a href=\"https:\/\/firebase.google.com\/docs\/analytics\">Firebase SDK<\/a>.<\/p>\n<div style=\"aspect-ratio: 1806 \/ 1198;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2023\/01\/mp-ga4.jpg\" title=\"Measurement Protocol In Google Analytics 4\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"1198\" width=\"1806\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2023\/01\/mp-ga4.jpg#ZgotmplZ\" alt=\"Measurement Protocol In Google Analytics 4\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<p>Measurement Protocol in GA4 is very different from its <a href=\"https:\/\/developers.google.com\/analytics\/devguides\/collection\/protocol\/v1\">predecessor in Universal Analytics<\/a>. In Universal Analytics, Measurement Protocol was <em>the<\/em> collection mechanism, with the same protocol being used for both client-side library hits and server-to-server hits.<\/p>\n<p>In GA4, MP is really its own thing. It\u2019s completely decoupled from the client-side libraries, and it works with a different schema, a different set of rules, and a different data profile in the reports.<\/p>\n<div style=\"aspect-ratio: 1074 \/ 436;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2023\/01\/example-from-reports.jpg\" title=\"Example from exploration report\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"436\" width=\"1074\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2023\/01\/example-from-reports.jpg#ZgotmplZ\" alt=\"Example from exploration report\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<p>One of the pressing questions with Measurement Protocol has been whether it\u2019s possible to insert events <strong>into the past<\/strong> so that they would be associated with the correct session.<\/p>\n<p>In this article, I\u2019ll show you that <strong>yes<\/strong>, it\u2019s possible. Read on.<\/p>\n<p>                <span class=\"simmer\"><br \/>\n  <span class=\"close\">X<\/span><\/p>\n<p>\n    <span class=\"fa fa-md fa-bell\"\/><br \/>\n    <strong>The Simmer Newsletter<\/strong>\n  <\/p>\n<p>\n    Subscribe to the <a href=\"https:\/\/www.simoahava.com\/newsletter\/\">Simmer newsletter<\/a> to get the latest news and content from Simo Ahava into your email inbox!\n  <\/p>\n<p>  <\/span><\/p>\n<h2 id=\"quick-summary\">Quick summary<\/h2>\n<p>To send a Measurement Protocol hit successfully and have it be associated with the correct session, you need three things in place:<\/p>\n<ul>\n<li>The <strong>Client ID<\/strong>, which you can get from BigQuery (<code>user_pseudo_id<\/code>), the <code>_ga<\/code> cookie, or using the <a href=\"https:\/\/www.simoahava.com\/custom-templates\/gtag-get-api\/\">GTAG GET API<\/a> Custom Template.<\/li>\n<li>The <strong>Session ID<\/strong>, which you can get from BigQuery (event parameter named <code>ga_session_id<\/code>), the <code>_ga_<measurement id=\"\"\/><\/code> cookie, or using the GTAG GET API.<\/li>\n<li>The <strong>timestamp<\/strong> (in microseconds) of the event, set to a maximum 72 hours into the past, measured from the moment you dispatch the Measurement Protocol request.<\/li>\n<\/ul>\n<p>The timestamp should be chosen so that it occurs while the session (represented by the Session ID) is still active.<\/p>\n<p>If you have all three of these in place, the event that you send will be associated with the <strong>session source\/medium<\/strong> of the active session.<\/p>\n<h2 id=\"use-google-bigquery-to-find-the-parameters\">Use Google BigQuery to find the parameters<\/h2>\n<p>I\u2019ve hopefully established myself by now as the ultimate Google BigQuery fanboy. I\u2019ve never kept it a secret that I think it\u2019s the <em>only<\/em> actually useful way to access Google Analytics 4 data. We even built <a href=\"https:\/\/www.teamsimmer.com\/checkout\/ga4-google-bigquery\/bq-course-page\/\">an online course on Simmer<\/a> around this thought process.<\/p>\n<p>For accessing the three parameters listed in the previous chapter, BigQuery is <em>invaluable<\/em>. As long as you can pinpoint the session you want to augment, there\u2019s not much else to it.<\/p>\n<p>For example, here\u2019s the query I used to find the exact session I want to insert my hit into.<\/p>\n<div class=\"highlight\">\n<pre style=\"background-color:#fff;-moz-tab-size:4;-o-tab-size:4;tab-size:4\"><code class=\"language-sql\" data-lang=\"sql\"><span style=\"color:#00a\">SELECT<\/span>\n    user_pseudo_id,\n    event_timestamp,\n    event_name,\n    event_params\n<span style=\"color:#00a\">FROM<\/span>\n    `project.dataset.<span style=\"color:#00a\">table<\/span>`\n<span style=\"color:#00a\">WHERE<\/span>\n    user_pseudo_id = <span style=\"color:#a50\">'1871825471.1628513380'<\/span> <span style=\"color:#00a\">AND<\/span>\n    (<span style=\"color:#00a\">SELECT<\/span>\n        value.int_value\n    <span style=\"color:#00a\">FROM<\/span>\n        <span style=\"color:#00a\">UNNEST<\/span>(event_params)\n    <span style=\"color:#00a\">WHERE<\/span>\n        <span style=\"color:#00a\">key<\/span> = <span style=\"color:#a50\">'ga_session_id'<\/span>\n    ) = <span style=\"color:#099\">1674465678<\/span><\/code><\/pre>\n<\/div>\n<div style=\"aspect-ratio: 2406 \/ 1518;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2023\/01\/bigquery-result.jpg\" title=\"BigQuery result for the data\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"1518\" width=\"2406\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2023\/01\/bigquery-result.jpg#ZgotmplZ\" alt=\"BigQuery result for the data\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<p>The <code>WHERE<\/code> clause specifies the Client ID (<code>user_pseudo_id<\/code>) and Session ID (nested <code>event_params[].ga_session_id<\/code>), and I can then use the list of events to find the correct \u201cslot\u201d for my timestamp.<\/p>\n<p>The <code>event_timestamp<\/code> field is already in microseconds, so if I want my Measurement Protocol event to be added <em>after<\/em> a specific event, I\u2019ll just need to make sure the timestamp I set in the Measurement Protocol hit is greater than that.<\/p>\n<p>Another reason I chose this particular session as an example is that if you look at the <code>page_view<\/code> event, you can see that its event parameters indicate the session is marked with the <code>linkedin.com \/ referral<\/code> source\/medium values.<\/p>\n<h2 id=\"send-the-hit\">Send the hit<\/h2>\n<p>To test this, I used the amazing <a href=\"https:\/\/ga-dev-tools.web.app\/ga4\/event-builder\/\">Event Builder tool<\/a>. It lets you give Measurement Protocol a spin by generating the hit for you. You will, of course, need to provide all the required parameters by following <a href=\"https:\/\/developers.google.com\/analytics\/devguides\/collection\/protocol\/ga4\">the documentation<\/a>.<\/p>\n<p>In Event Builder, I added the <strong>API Secret<\/strong>, the <strong>Measurement ID<\/strong>, the <strong>Client ID<\/strong>, the <strong>Event Name<\/strong>, and the <strong>timestamp<\/strong> in their required fields.<\/p>\n<div style=\"aspect-ratio: 1344 \/ 1358;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2023\/01\/event-builder.jpg\" title=\"Event Builder\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"1358\" width=\"1344\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2023\/01\/event-builder.jpg#ZgotmplZ\" alt=\"Event Builder\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<p>Importantly, the <strong>timestamp<\/strong> was set a few microseconds <em>after<\/em> the <code>page_view<\/code> event I saw in BigQuery. This is to make sure that the session \u201cstarts\u201d correctly from BigQuery\u2019s point of view. You\u2019ll of course want to position this event so that it\u2019s logically placed within whatever funnel it belongs in. For example, if you\u2019re sending <strong>purchase<\/strong> events, you\u2019ll want to place the event after the checkout events have been collected.<\/p>\n<div style=\"aspect-ratio: 1820 \/ 684;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2023\/01\/event-details.jpg\" title=\"Event Details\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"684\" width=\"1820\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2023\/01\/event-details.jpg#ZgotmplZ\" alt=\"Event Details\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<p>Finally, in <strong>Event Details<\/strong> I added a <code>page_location<\/code> (this is not necessary \u2013\u00a0it was part of another test I was running) as well as the <strong>Session ID<\/strong> I got from BigQuery (or the user\u2019s cookies).<\/p>\n<p>When ready, I clicked the <strong>Validate event<\/strong> button, followed by <strong>Send to GA<\/strong>.<\/p>\n<h2 id=\"realtime-reports\">Realtime reports<\/h2>\n<p>First, the event shows up in the <strong>Realtime<\/strong> reports in GA4.<\/p>\n<div style=\"aspect-ratio: 1222 \/ 876;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2023\/01\/ga4-real-time.jpg\" title=\"Real Time report\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"876\" width=\"1222\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2023\/01\/ga4-real-time.jpg#ZgotmplZ\" alt=\"Real Time report\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<p>This is interesting for two reasons.<\/p>\n<p>First, the event was <em>dispatched<\/em> in realtime, but its actual timestamp was a couple of days in the past.<\/p>\n<p>Second, the <a href=\"https:\/\/developers.google.com\/analytics\/devguides\/collection\/protocol\/ga4\/sending-events?client_type=gtag#recommended_parameters_for_reports\">Measurement Protocol documentation states<\/a> that if you want to see the hit appear in Realtime reports, it needs the <code>engagement_time_msec<\/code> parameter \u2013 this didn\u2019t appear to be true.<\/p>\n<h2 id=\"standard-reports\">Standard reports<\/h2>\n<p>After waiting some 24 hours for good measure, I built a simple <strong>Free form<\/strong> Exploration report, where I filtered for the event name together with its <strong>Session source \/ medium<\/strong> value. This is what it looked like:<\/p>\n<div style=\"aspect-ratio: 1074 \/ 436;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2023\/01\/example-from-reports.jpg\" title=\"Example from reports\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"436\" width=\"1074\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2023\/01\/example-from-reports.jpg#ZgotmplZ\" alt=\"Example from reports\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<p>This confirmed that the event was associated with the <strong>session<\/strong> source and medium to which it was sent using the timestamp parameter.<\/p>\n<h2 id=\"bigquery\">BigQuery<\/h2>\n<p>Finally, my ultimate source of truth, I ran the <a href=\"#use-google-bigquery-to-find-the-parameters\">same query as above<\/a> again, and this is what I saw:<\/p>\n<div style=\"aspect-ratio: 2642 \/ 1294;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2023\/01\/final-test-result.jpg\" title=\"Final test result\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"1294\" width=\"2642\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2023\/01\/final-test-result.jpg#ZgotmplZ\" alt=\"Final test result\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<p>The event is placed exactly where I wanted to place it.<\/p>\n<p>Looking at this, you can see one major caveat when it comes to Measurement Protocol:<\/p>\n<p><strong>Events do not inherit properties from \u201cthe session\u201d<\/strong>.<\/p>\n<p>There is no \u201csession scope\u201d when it comes to the BigQuery output. Instead, events are shown with the parameters their actual requests had.<\/p>\n<p>Thus, just looking at the BigQuery report, it would be impossible to determine whether the session source\/medium attribution actually worked, as BigQuery <strong>doesn\u2019t have<\/strong> the capability to tell you what the source\/medium of any given session was.<\/p>\n<p>That\u2019s why I was forced to suffer through the Google Analytics 4 user interface to see if the alignment actually worked (and it did!).<\/p>\n<h2 id=\"summary\">Summary<\/h2>\n<p>This article was a proof-of-concept to show you that Measurement Protocol for sessions <em>does<\/em> work \u2013\u00a0just like the documentation says.<\/p>\n<p>You need three parameters for this: the Client ID, the Session ID, and the timestamp (in microseconds) of the hit.<\/p>\n<p>BigQuery is a great tool for testing things out, but if you want to integrate this method with your sales engine or something more sophisticated, you\u2019ll need to harvest the required parameters from the user\u2019s cookies or wherever you store these values.<\/p>\n<p>Finally, I want to emphasize an extremely important point about Google Analytics and Measurement Protocol:<\/p>\n<p><strong>Google Analytics isn\u2019t supposed to be an exact representation of ALL THE DATA<\/strong>. You can use the tool as you like, of course, but it\u2019s a <em>marketing analytics<\/em> service. It\u2019s supposed to tell you <em>how well your marketing campaigns are doing based on traffic on your website<\/em> (or your app).<\/p>\n<p>In other words, using Measurement Protocol to send offline (or server-side) hits to Google Analytics when those hits can\u2019t be associated with an actual user or session is just a bad idea. It adds a <em>lot<\/em> of noise to the dataset, and those hits will be isolated from the rest of the behavioral data that GA collects.<\/p>\n<p>I hope you enjoyed this article. Let me know in the comments if you have any questions. I didn\u2019t test all the permutations (such as what happens if you send the event to a time when the session ID was no longer an active session), so if you do some testing of your own, I\u2019d love to hear about it.<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>In this article, I\u2019ll 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\u2019s an alternative collection method to the client-side libraries of Google Tag [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":59150,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[27161,18473,3943,14524,14050],"dealstore":[],"offerexpiration":[],"class_list":["post-59149","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-attribution","tag-ga4","tag-measurement","tag-protocol","tag-session"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Session Attribution With GA4 Measurement Protocol - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=59149\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Session Attribution With GA4 Measurement Protocol - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"In this article, I\u2019ll try to clarify the understandably murky Measurement Protocol functionality in Google Analytics 4. 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Som2ny Network","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/fivemor.com\/?p=59149","og_locale":"en_US","og_type":"article","og_title":"Session Attribution With GA4 Measurement Protocol - Som2ny Network","og_description":"In this article, I\u2019ll 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). 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