Server-side conversions for Google Analytics 4
Google Analytics 4 is one of the ConversionOS destinations. ConversionOS records conversions from your site, store integration or API and sends eligible events to GA4, alongside Meta and Google Enhanced Conversions for Web if you connect them. GA4 delivery requires ConversionOS, as an add-on to a protection plan or as standalone True Tracking.
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How to connect Google Analytics 4
Turn on ConversionOS
Attach ConversionOS to your plan from the billing page, or choose standalone True Tracking.Install a capture integration
Use the tracking script, the WordPress plugin or the custom API so conversions are recorded in the first place. A verified page script alone does not prove that checkout events are captured.Connect GA4
Under Settings → ConversionOS for the website, add your G- measurement ID and a Measurement Protocol API secret for server delivery, or a configured G- or GT- tag for browser delivery.Test and confirm in GA4
Use Check GA4 setup and the test-fire action, then confirm the event in GA4 itself. A successful HTTP response is not proof that GA4 processed the event.
What the integration does
- Server delivery through Measurement Protocol when a G- measurement ID and API secret are configured; otherwise browser delivery through your configured GA4 tag.
- Each event keeps its selected route and property through retries, and ConversionOS does not also send its own browser copy of a Measurement Protocol event.
- Refunds are sent to GA4 as a refund event with the original transaction ID.
- Runs alongside Meta Pixel and Conversions API and Google Enhanced Conversions for Web, each tested and monitored separately.
- A delivery-health panel with per-destination server attempt outcomes over the last seven days and the latest recorded error.
- Bounded automatic retries with backoff for eligible transient failures.
- A settlement delay of 0 to 60 minutes, so supported cancellations can arrive before an event is dispatched.
- With fraud protection active, configured checks can withhold conversion events linked to blocked visitors or crawlers.
Google Analytics 4 questions
Do I need ConversionOS to send conversions to GA4?
Yes. GA4 is a ConversionOS destination. Fraud protection on its own does not send events to GA4.
Should I use Measurement Protocol or browser delivery?
Measurement Protocol sends from the server, so it does not depend on the page and tag being available. Browser delivery uses your GA4 tag. Note that Measurement Protocol events do not run GA4 event-generation rules, and missing browser context can limit some reporting.
Can my existing GA4 tag create duplicates?
It can. ConversionOS does not send a browser copy of an event it delivers through Measurement Protocol, but independent tags on your site may still send the same conversion. Check your GA4 reports for duplicates after setup.
Does the GA4 setup check confirm delivery?
No. Check GA4 setup validates a sample payload without adding it to reports. It does not verify the API secret or event delivery, so confirm a test event in GA4 as well.
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