Google Analytics 4 (GA4)

Web analytics platform for tracking user behavior, conversions, and marketing performance.

Capabilities

Integration	Available	Notes
API	✓	Data API for reports, Admin API for configuration
MCP	✓	Available via Google Analytics MCP server
CLI	-	Use gcloud for some operations
SDK	✓	gtag.js, Google Analytics SDK for mobile

Authentication

Type: OAuth 2.0 or Service Account
Scopes: https://www.googleapis.com/auth/analytics.readonly (read), https://www.googleapis.com/auth/analytics.edit (write)
Setup: Create credentials in Google Cloud Console

Common Agent Operations

Run a report (Data API)

bash

POST https://analyticsdata.googleapis.com/v1beta/properties/{property_id}:runReport

{
  "dateRanges": [{"startDate": "30daysAgo", "endDate": "today"}],
  "dimensions": [{"name": "sessionSource"}],
  "metrics": [{"name": "sessions"}, {"name": "conversions"}]
}

Get real-time data

bash

POST https://analyticsdata.googleapis.com/v1beta/properties/{property_id}:runRealtimeReport

{
  "dimensions": [{"name": "country"}],
  "metrics": [{"name": "activeUsers"}]
}

List conversion events

bash

GET https://analyticsadmin.googleapis.com/v1beta/properties/{property_id}/conversionEvents

Create a conversion event

bash

POST https://analyticsadmin.googleapis.com/v1beta/properties/{property_id}/conversionEvents

{
  "eventName": "purchase"
}

Client-Side Tracking

Send custom event (gtag.js)

javascript

gtag('event', 'signup_completed', {
  'method': 'email',
  'plan': 'free'
});

Send event via Measurement Protocol

bash

POST https://www.google-analytics.com/mp/collect?measurement_id={measurement_id}&api_secret={api_secret}

{
  "client_id": "client_123",
  "events": [{
    "name": "purchase",
    "params": {
      "value": 99.99,
      "currency": "USD"
    }
  }]
}

Key Dimensions & Metrics

Common Dimensions

sessionSource - Traffic source
sessionMedium - Traffic medium
sessionCampaignName - Campaign name
landingPage - Entry page
deviceCategory - Device type
country - User country

Common Metrics

sessions - Total sessions
activeUsers - Active users
newUsers - New users
conversions - Conversion events
engagementRate - Engaged sessions rate
averageSessionDuration - Session duration

When to Use

Tracking website traffic and user behavior
Measuring marketing campaign performance
Setting up conversion tracking
Analyzing user journeys and funnels
Attribution modeling

Rate Limits

Data API: 10 requests per second per property
Admin API: Varies by endpoint
Measurement Protocol: 1M hits/day for free tier

Relevant Skills

analytics-tracking
ab-test-setup
seo-audit
page-cro