How to configure GA4 Measurement Protocol

This Feature is still in EA - if you want to enable it, contact your CSM

Google Analytics 4 Measurement Protocol allows you to send event data to GA4 directly from the server, instead of relying only on the client-side tag. This ensures more reliable tracking, even when ad blockers or network restrictions prevent client-side events from firing.

By adding your API secret in the AB Tasty GA4 connector, you can activate server-to-server data push.

Learn more about Measurement Protocol in GA4.

Configuration steps

1

Find your API Secret

To retrieve your GA4 API secret:

1. In Google Analytics, go to Admin > Property > Data Streams.

2. Select your data stream.

3. Under Measurement Protocol API secrets, click Create.

4. Name your secret, then copy the generated API secret.

2

Add the API Secret in AB Tasty

To create or edit a connector, look at the general article for GA4

• Go to Integrations > Integration Hub.

• Create or edit your Google Analytics 4 Push connector.

• Paste your API secret into the Measurement Protocol field.

• Save your configuration.

Once enabled, AB Tasty sends campaign events to GA4 from the client-side session to the server, ensuring better reliability.

Benefits of Using Measurement Protocol

• Data resilience: The same event is used for our tag & the data collected for Google

• Improved accuracy: Reduces discrepancies caused by ad blockers or script errors.

• Full coverage: Complements client-side event tracking with robust server-side data.

Troubleshooting

If data doesn’t appear in GA4:

• Double-check that your API secret is valid and active.

• Make sure the campaign was launched (events only send when a campaign is live).