Sending event data via measurement protocol in Google Analytics

 

This article is related to measurement protocol in Google Analytics.

If you are brand new to measurement protocol, then read this article first: Understanding Google Analytics measurement protocol.

In this article, I will show you, how to send event data via the measurement protocol.

In order to send event tracking data via measurement protocol, use the following protocol parameters (in addition to the 4 required parameters) in the payload data:

 

#1 Event category

Event category is denoted by ‘ec’ parameter.

The value of this parameter should be an URL encoded text string

Example: ec=videos

As in:

v=1&t=event&tid=UA-1500844-34&cid=98880ed4-c224-4b3c-b2e2-35a491373751&ec=videos&ea=play&el=spider%2520man&ev=100

 

#2 Event Action

Event Action is denoted by ‘ea’ parameter.

The value of this parameter should be an URL encoded text string

Example: ea=play

As in:

v=1&t=event&tid=UA-1500844-34&cid=98880ed4-c224-4b3c-b2e2-35a491373751&ec=videos&ea=play&el=spider%2520man&ev=100

 

#3 Event label

Event label is denoted by ‘el‘ parameter.

The value of this parameter should be an URL encoded text string

Example: el=spider%20man

As in

v=1&t=event&tid=UA-1500844-34&cid=98880ed4-c224-4b3c-b2e2-35a491373751&ec=videos&ea=play&el=spider%2520man&ev=100

 

#4 Event value

Event value is denoted by ‘ev‘ parameter.

The value of this parameter should be an Integer value.

Example: ev=100

As in

v=1&t=event&tid=UA-1500844-34&cid=98880ed4-c224-4b3c-b2e2-35a491373751&ec=videos&ea=play&el=spider%2520man&ev=100

 

Once you have created the payload data, ask your developer to write an application (program) which make the following similar HTTP POST request to the GA server:

User-Agent: user_agent_string

POST https://www.google-analytics.com/collect?payload_data

For example:

User-Agent: Mozilla/5.0 (Windows NT 6.3; WOW64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/30.0.1599.69 Safari/537.36

POST https://www.google-analytics.com/collect?v=1&t=event&tid=UA-1500844-34&cid=98880ed4-c224-4b3c-b2e2-35a491373751&ec=videos&ea=play&el=spider%2520man&ev=100

This HTTP POST request will send the payload data (which contains the event hit data) to Google Analytics.

 

Other articles on measurement protocol

  1. Sending pageview data via measurement protocol in Google Analytics
  2. Sending campaign data via measurement protocol in Google Analytics
  3. Sending ecommerce data via measurement protocol in Google Analytics
  4. Sending social interactions via measurement protocol in Google Analytics
  5. Creating and validating measurement protocol requests through postman
  6. Understanding measurement protocol validation server

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My name is Himanshu Sharma and I help businesses find and fix their Google Analytics and conversion issues. If you have any questions or comments please contact me.

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