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GA4 Measurement Protocol: Enriching Sessions with Intent Data

This article walks through what the how the GA4 Measurement Protocol can be used, and how to set it up.

Charley Bader avatar
Written by Charley Bader
Updated over 2 weeks ago

Purpose

At the end of each session, it’s possible for Made With Intent to use Google Analytics 4's Measurement Protocol to send back a curated summary of real-time intent signals, enabling our customers to align their GA4 data with a deeper behavioural understanding. This closes the loop between standard behavioural analytics and our real-time intent framework, allowing marketing and analytics teams to measure not just what happened, but why.

How It Works

  1. GA4 Client ID Collection

    • During the session, we ingest the GA4 cookie ID (Client ID) via a client-side script.

    • This identifier is stored in a separate, isolated data bucket to ensure any potential PII risks are fully segregated from general intent data.

  2. Session-End Aggregation

    • Once the session ends, our system compiles the intent journey (based on your requirements): summarising key shifts in behaviour

  3. Measurement Protocol Push

    • A server-side batch process uses the GA4 Measurement Protocol to transmit this aggregated intent summary back into GA4

    • This enriches your GA4 reporting with new event data tied to the original session, making it measurable within familiar tools.

Privacy & Compliance

To remain compliant with our standard contract language, which explicitly states that we do not collect PII, we require customers to sign an explicit addendum authorising:

  • The capture and storage of the GA4 cookie ID as a pseudonymous identifier

  • The linkage of that ID to enriched intent summaries via the GA4 Measurement Protocol

Set-Up

This integration is currently not available to set-up within the platform. If it is something you would like to enable, please reach out to Support or your Customer Success Manager who can arrange for this to be done.

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