The Measurement Protocol is Google Analytics 4’s HTTP endpoint (https://www.google-analytics.com/mp/collect) that accepts events from your server. It bypasses gtag.js entirely — useful for server-side tracking, ad-platform deduplication via shared event_id, or cases where the browser is unavailable (server-rendered events, IoT). Each request needs the measurement_id + api_secret. Most privacy-first analytics tools have similar HTTP endpoints — Plausible’s /api/event, Matomo’s /matomo.php with token_auth, PostHog’s /capture.
Measurement Protocol
Google's HTTP-based API for sending events to GA4 directly from your server, bypassing the browser.