CHAPTER 14

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Sending Data from Other Sources Using GA’s Measurement Protocol

Curiouser and curiouser!

—Lewis Carroll, Alice’s Adventures in Wonderland

The bulk of this book has focused on sending data to Google Analytics via Google Tag Manager. These official methods of collecting data in GA extend to websites (JavaScript) and mobile apps (iOS and Android SDKs). However, there are many potential sources of data that you might wish to incorporate into GA beside websites and mobile apps.

To facilitate additional sources of data, GA provides the Measurement Protocol. The Measurement Protocol is a specification for how data is sent to GA, and it doesn’t ...

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