Google Analytics 4 (GA4) integration

Send a copy of your conversions to your Google Analytics 4 property from SourceTrack’s servers, using the GA4 Measurement Protocol.

This is in beta. The GA4 sender is built and part of the server-side conversion fan-out, but no conversion has been delivered through it in production yet. It is listed as “Building” on the roadmap. Test it on your own property before you rely on it.

SourceTrack stays your attribution source of truth. This integration only forwards conversions, so GA4 can show them next to the data its own tag collects. It does not replace the GA4 tag on your site.

What SourceTrack sends to GA4

Each forwarded conversion becomes one Measurement Protocol event:

• An event name. Purchases and subscriptions go out as purchase, leads and form submissions as generate_lead, sign-ups and trial starts as sign_up, checkouts as begin_checkout, and a few others such as add_to_cart, view_item, search and add_to_wishlist. A conversion type with no match goes out as a custom event. You can rename or block an event per connector.
• Value and currency, when the conversion has them. If the amount or currency is missing, SourceTrack leaves the field out and does not invent one.
• A transaction id when the order has an id, and the page URL the conversion happened on.
• Line items on purchases, when SourceTrack has them for the order.
• The original time of the conversion, not the time of sending.
• A client id. If a GA4 client id was captured for the order, SourceTrack sends it. Otherwise it sends its own visitor id, and GA4 then treats the event as a new GA4 user instead of joining it to that visitor’s existing GA4 session.
• Consent signals and the visitor’s IP address, only where your region and consent settings allow it.

What SourceTrack does not do

• It does not send a GA4 session id, so a forwarded event is not tied to a specific GA4 session.
• It does not change your GA4 reports, audiences or Google Ads links.
• It does not send events older than 72 hours. GA4 would re-date them, so SourceTrack skips them and records the skip.
• It cannot tell you whether GA4 processed an event. GA4 answers “accepted” to almost any readable request, so a successful delivery in SourceTrack means GA4 accepted the request and nothing more.

Step-by-step setup

Server-side conversions to GA4 are a Growth plan feature (Growth and above).

Step 1: Get your GA4 credentials

1. In your GA4 property, open Admin, then Data streams, and select your web stream.
2. Copy the Measurement ID. It starts with G-.
3. Open Measurement Protocol API secrets, create a secret, and copy its value.

Step 2: Add them in SourceTrack

1. In SourceTrack, open Integrations and find the Server-side Conversions (CAPI) section.
2. Choose Google Analytics 4 and enter the Measurement ID and the API secret.
3. Save. The API secret is stored encrypted.

Step 3: Check which events are forwarded

Rename or block any event you do not want in GA4, then watch the delivery log in SourceTrack for the first conversions.

How it works under the hood

When a conversion is recorded, SourceTrack’s server posts it to Google’s Measurement Protocol endpoint with your Measurement ID and API secret. There is no OAuth step. A conversion with no usable client id, or one older than the 72-hour window, is skipped and the reason is logged. A refund can be forwarded as a GA4 refund event if you turn that option on for the connector.

Common problems and fixes

• The event is in the delivery log but not in GA4 reports. GA4’s normal endpoint accepts requests without validating them, and Measurement Protocol events can take time to appear in reports. Use GA4’s DebugView while you test.
• Conversions show as new users in GA4. No GA4 client id was available for that order, so SourceTrack’s visitor id was used.
• A conversion is missing. Check the delivery log for a skip reason such as a missing client id, a blocked event, or an event older than 72 hours.

Related guides

• GA4 and the data layer
• Troubleshooting tracking problems
• All integrations

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Frequently Asked Questions

Does this replace my on-site GA4 tag?

No. Keep your GA4 tag. SourceTrack only adds server-sent conversions. If your GA4 tag also sends a purchase, both must carry the same transaction ID (the order ID), otherwise GA4 can count two purchases. SourceTrack sends the order ID as the transaction ID when it has one; a sale without an order ID goes out with no transaction ID, so GA4 cannot match it to the tag’s purchase.

Is this ready for production use?

It is in beta. See the roadmap for its current status, and try it on a non-critical property first.