Google Analytics Enhances Measurement Protocol with Automatic Device Information

Google Analytics 4 (GA4) has rolled out a significant update to its Measurement Protocol (MP) functionality. As of September 9, GA4 now automatically incorporates previously collected device information into events sent via the Measurement Protocol.

Key Points of the Update:

1. Automatic Joining: GA4 now joins the most recent device information from tagging with Measurement Protocol events.

2. Identifier-Based Matching: This joining process uses either the client_id or app_instance_ID for accurate matching.

3. Persistent Dimensions: Platform and Device category dimensions, such as language, browser, and device brand, are now automatically included in MP events.

4. Pre-collection Requirement: These values must be pre-collected and cannot be overwritten using the Measurement Protocol.

This update streamlines data collection and enhances the consistency of device-related information in GA4 reports. It particularly benefits developers and analysts who rely on the Measurement Protocol for custom event tracking.

For more information on leveraging this update in your analytics strategy, refer to the official Google Analytics documentation.