Data Storage & Measurement

GA4 Measurement Data Transmission Measurement Data Collection

Processing Reporting

Regional Collection Servers US-based Servers US-based Servers

W
General traffic domains 4
E Initial Data
WEB
B https://analytics.google.com/g/collect
Filtering 7

V JS container Encrypted HTTP

https://google-analytics.com/g/collect Derive location data
(city, country, region,

I POST (HTTPS)
Request 1
APP etc.)

https://app-measurement.com/a
S
Discard IP data 8

Check collection
I EU visitor traffic domains 4, 5 settings & discard
unnecessary personal
T WEB
data from request 9

O A https://region1.analytics.google.com/g/collect
Data center
storage
https://region1.google-analytics.com/g/collect

R P
APP
P https://region1.app-measurement.com/a
Server-side Data Forwarding
Container 2 Measurement
Forward measurement
Server-side tagging & Reporting
data to storage servers
owner-managed
Google Analytics processing
For Firebase SDK containers (web only)

Encrypted HTTP Data

POST (HTTPS) Collection Server
Processing &
Request 1, 3
S Aggregation
O
E Measurement Protocol domain 4, 6
W https://google-analytics.com/mp/collect
R
N
V Measurement Encrypted HTTP
E Protocol POST (HTTPS)
E Request 1
R
R Data Import

1. HTTPS request header 1. HTTPS request body 2. Data owners may use server-side tagging and owner-managed processing containers for initial web data collection.
Request URL Cookies & Identifiers: device id (client_id, app_instance_id), IDFA, 3. All HTTPS requests from server-side tagging and MP (#6) to Analytics Collection are routed to general traffic domains.
IP Address AdId, user_id (optional) 4. Data collection is routed to the closest available server based on location.
User Agent String User properties (optional) 5. Traffic from EU-based visitors (based on IP geo lookup) is routed to EU-based collection servers for data filtering.
Language Events (e.g. views, clicks, purchases, etc.) 6. MP allows server-to-server interactions, allowing the customer to remove unwanted browser metadata (GA4 MP).
Query string parameters Event parameters: (e.g. timestamp, price, currency, etc.) 7. Data filtering occurs in server memory and typically processes and forwards data to US servers within 15 minutes.
8. IP data is only used for geo-location and immediately discarded prior to forwarding to Analytics storage. For EU- based
traffic, IP data is discarded from all Google logs and cannot be accessed or used for any additional use cases.
9. This includes regional data collection for advertising features or granular location & device data.