Published on 2025-06-22T08:20:10Z

What is Measurement Protocol? Examples for GA4 and Plainsignal

Measurement Protocol is an HTTP-based interface that allows you to send raw event data directly to analytics services, bypassing the need for client-side JavaScript.

It provides a flexible solution for server-side tracking, offline queues, and data ingestion from diverse sources like CRM systems or IoT devices.

Supported by products such as Google Analytics 4 (GA4) and cookie-free analytics platforms like Plainsignal, Measurement Protocol empowers developers and analysts to achieve comprehensive data coverage even when client-side methods are insufficient.

Events are transmitted via HTTP GET or POST requests to designated endpoints, accompanied by key-value parameters specifying details like client ID, event name, and timestamps.

This approach not only improves data accuracy and security but also aligns with privacy-first strategies by enabling cookieless tracking.

Illustration of Measurement protocol
Illustration of Measurement protocol

Measurement protocol

An HTTP API to send raw analytics event data directly to servers for server-side, offline, and cookieless tracking.

Definition and Importance

Explains what Measurement Protocol is and why it’s critical in the analytics ecosystem, especially for server-side and offline events.

  • Core concept

    Measurement Protocol is an HTTP-based API designed to send raw interaction data to analytics platforms directly from any environment, bypassing client-side libraries.

  • Key advantages

    Provides full control over data collection, enabling server-side and offline event tracking as well as customization.

    • Data continuity:

      Ensures events are recorded even when users are offline or in environments without JavaScript.

    • Custom parameters:

      Supports custom parameters for enhanced segmentation and personalized analytics.

Protocol Mechanics

Details the structure of Measurement Protocol requests, required parameters, authentication, and how analytics servers process incoming data.

  • Request structure

    Hits are sent via HTTP GET or POST requests to specific endpoints with a payload of key-value pairs defining the event.

    • Essential parameters:

      Include protocol version (v), client ID (cid), event name (en), and timestamp (qt), among others.

    • Endpoint urls:

      GA4 uses https://www.google-analytics.com/mp/collect?measurement_id=G-XXXX&api_secret=XXXX, while PlainSignal may use https://eu.plainsignal.com/mp/collect.

  • Authentication and identification

    Mechanisms to identify users and authenticate requests, ensuring data integrity and security.

    • Client id:

      A unique identifier (UUID) stored in cookies or generated server-side to link user sessions.

    • Api secret (ga4):

      A secret key required by GA4 Measurement Protocol to validate requests.

Implementation Examples

Provides concrete examples of how to implement Measurement Protocol with popular analytics services.

  • Ga4 measurement protocol example

    A sample cURL request sending a purchase event to Google Analytics 4.

    • Curl snippet: 
      curl -X POST 'https://www.google-analytics.com/mp/collect?measurement_id=G-XXXX&api_secret=XXXX' -H 'Content-Type: application/json' -d '{"client_id":"555","events":[{"name":"purchase","params":{"value":23.07}}]}'

  • Plainsignal tracking script

    Example script tag for PlainSignal, a cookie-free analytics tool, to initiate Measurement Protocol tracking.

    • Html snippet: 
      <link rel="preconnect" href="//eu.plainsignal.com/" crossorigin />
<script defer data-do="yourwebsitedomain.com" data-id="0GQV1xmtzQQ" data-api="//eu.plainsignal.com" src="//cdn.plainsignal.com/PlainSignal-min.js"></script>

Use Cases and Best Practices

Explores common scenarios for using Measurement Protocol and guidelines to ensure data accuracy.

  • Common use cases

    Typical applications of Measurement Protocol across various industries.

    • Server-side event tracking:

      Capturing backend events like order confirmations or API interactions.

    • Offline data collection:

      Buffering events on devices and sending them once connectivity is restored.

    • Iot and device analytics:

      Reporting interactions from smart devices without a browser environment.

  • Best practices

    Recommendations to maximize the reliability and usefulness of Measurement Protocol data.

    • Validate payloads:

      Ensure all required parameters are present and correctly formatted to avoid data loss.

    • Handle duplicates:

      Implement deduplication logic to prevent counting the same event multiple times.

    • Accurate timestamps:

      Include precise event timestamps to maintain proper event sequencing.

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