analytics-dictionary / term / tracking & measurement

Measurement Protocol

The Measurement Protocol lets you send events to GA4 directly from a server over HTTP, instead of from a browser or app.

Written by Reflective Data experts · updated Oct 5, 2026

It is used to record events that happen outside the website, such as offline sales, refunds or backend subscription changes, and to tie them to a user or session with the right identifiers.

Because it bypasses the browser, it needs careful validation: wrong identifiers or duplicate sends quickly distort reports.

Event Offline conversions Server-side tagging

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On-site polls

On-site polls are short surveys shown to visitors on your website to learn why they behave…

adobe-analytics.md

Adobe Analytics

Adobe Analytics is an enterprise web analytics platform from Adobe, part of Adobe Experience Cloud.

referral.md

Referral traffic

Referral traffic is traffic that arrives from a link on another website rather than from a…

parameter.md

Event parameter

A parameter is an extra piece of information attached to an event, such as a product…

impression.md

Impression

An impression is each time an ad, a listing or a piece of content is displayed…

custom-dimension.md

Custom dimension

A custom dimension is an extra attribute you register in your analytics tool so it can…

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