AI-generated Key Takeaways
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The GA4 Event Builder has been updated with new features including support for screen_view and ad_impression events for App data streams, geographic and device information, an EU-specific endpoint, and overriding timestamp_micros.
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Recent updates have added fields for sending device information, geographic information, and introduced EU-specific collection and validation endpoints.
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Google Analytics now automatically joins recent device and geographic information from tagging with Measurement Protocol events using client_id or app_instance_ID.
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Support for session_id and improvements to user_id handling have been added to ensure proper reporting and export of Measurement Protocol events.
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Conversion events can now be sent without an 8 hour delay, and the naming convention has been updated from App + Web to Google Analytics 4.
Here's where you can learn what's changed in each Measurement Protocol release.
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2025-09-30
The GA4 Event Builder on the Google Analytics Demos and Tools site has been updated with the following features:
- The
screen_view
andad_impression
events are now available to be sent for App data streams. See the 2023-09-27 entry for more context. - You can now include
geographic information
in your events using the
user_location
andip_override
fields. - Support for sending
device information
has been added, including
device
attributes (brand, model, etc.) as well as theuser_agent
string. - A new toggle lets you send data to the EU-specific endpoint
(
https://region1.google-analytics.com/mp/collect
) and use the corresponding EU validation endpoint. - Support for
overriding
timestamp_micros
at the event level and within user properties has been added. The tool also now includes an easy-to-use date time picker to help you input the Unix timestamps.
2025-06-11
- Added
device
anduser_agent
fields. Use either field to send device information for Measurement Protocol events.
2025-05-28
- Added a validation endpoint
https://region1.google-analytics.com/debug/mp/collect
for events to be collected in the EU.
2025-05-14
- Added
user_location
andip_override
fields. Use either field to send geographic information for Measurement Protocol events. - Added a new endpoint
https://region1.google-analytics.com/mp/collect
to use if you want your Measurement Protocol data to be collected in the EU.
2024-09-10
- Google Analytics now automatically joins the most recent device information
from tagging with Measurement Protocol events using
client_id
orapp_instance_ID
.
2023-09-27
- You can now send the
ad_impression
andscreen_view
events with Measurement Protocol. Previously, these were reserved events.
2023-01-23
- Google Analytics 4 now automatically joins the most recent geographic
information from tagging with Measurement Protocol events using
client_id
orapp_instance_ID
.
2022-05-23
session_id
: includesession_id
as a param, so that measurement protocol events appear in session-based reporting.user_id
: previously, if (a)app_instance_id
/client_id
is sent withoutuser_id
and (b) measurement protocol events are sent withapp_instance_id
withuser_id
, the MP events weren't being exported to Ads properly. This has been fixed so that now the measurement protocol events are exported and attributed.
2021-02-26
- Conversion events no longer need to be sent with an 8 hour delay.
2020-10-14
- Updated naming from App + Web to Google Analytics 4.