Google Analytics · Status at source date: Newsletter archive
Google moves the GA4 Measurement Protocol into maintenance mode
Google has quietly placed the GA4 Measurement Protocol into maintenance mode, flagged by Vlad Simion and Nichelle Halstrom. No sunset date has been announced, so this is not a shutdown notice, but Google has signalled that no future enhancements are planned and is pointing server-side event collection toward the Data Manager API instead.
What changed
The Data Manager API is positioned as the forward path for server-side collection across Google's ecosystem, offering a unified data model, encryption support for user data, the ability to send a single event to multiple destinations in one request, and no API secret to manage. The Measurement Protocol remains functional for now, but sits in a "keep the lights on" category.
Why it matters for advertisers
For you, this means teams using the Measurement Protocol for offline conversions, server-side events, or e-commerce purchases should start planning a migration path to the Data Manager API. Worth doing the assessment now while the Protocol still works, rather than waiting for an eventual sunset date.
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Google moves the GA4 Measurement Protocol into maintenance mode
Google has quietly placed the GA4 Measurement Protocol into maintenance mode, flagged by Vlad Simion and Nichelle Halstrom. No sunset date has been announced, so this is not a shutdown notice, but Google has signalled that no future enhancements are planned and is pointing server-side event collection toward the Data Manager API instead.
The Data Manager API is positioned as the forward path for server-side collection across Google's ecosystem, offering a unified data model, encryption support for user data, the ability to send a single event to multiple destinations in one request, and no API secret to manage. The Measurement Protocol remains functional for now, but sits in a "keep the lights on" category.
For you, this means teams using the Measurement Protocol for offline conversions, server-side events, or e-commerce purchases should start planning a migration path to the Data Manager API. Worth doing the assessment now while the Protocol still works, rather than waiting for an eventual sunset date.
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