Google Universal Analytics Cheat Sheet – Measurement Protocol Parameters

Google Universal Analytics Cheat SheetHere is a Google Universal Analytics Cheat Sheet to help you make sure you use the right parameters to track data on your websites and mobiles apps!

Working on Hub’Scan means I need to master every single aspect of Google Universal Analytics data collection. This means I get to maintain an accurate, updated list of parameters for the 500+ tags in the Hub’Scan library.
Don’t get me wrong, there are Google Universal Analytics cheat sheets out there but they are not complete and the official Google reference does not provide a list of all parameters.


[October 2017 Update] Added parameters for DoubleClick/Adwords

If only for debugging purposes, knowing which parameters are being sent out to Google is important. For websites and applications, the tag (analytics.js or gtag.js) or mobile SDK will take take of all these parameters for you. If you decide to use Google Universal Analytics for things such as IoT projects, you will need to know all the parameters that can be found in a Measurement Protocol endpoint.

Actually, most IoT projects or projects that use the measurement protocol – that I’ve heard of anyway – rely mostly on event and application error tracking. These types of “hits” do not require a lot of parameters but it is nice no know exactly which kind of parameter to use and what they are used for.

Below is a preview of the table containing the variable’s technical name, its friendly name, and the category it belongs to. You will have access to the Google Universal Analytics Cheat Sheet in Comment mode so you’ll need to use special options to apply a filter to the Category column. This will make for easier filtering of the various parameters.

Enjoy reading or go straight to the Google Universal Analytics Cheat Sheet on Google Drive (you can make comments! :D)

Did this Google Universal Analytics Cheat Sheet help you? Let me know in the comments!

Author: Julien Coquet

Expert de la mesure d’audience sur Internet depuis plus de 15 ans, Julien Coquet est consultant senior digital analytics et responsable produit et évangélisation pour Hub’Scan, une solution d’assurance qualité du marquage analytics. > A propos de Julien Coquet

One thought on “Google Universal Analytics Cheat Sheet – Measurement Protocol Parameters”

  1. Dear Julien, exactly what I was looking for, the google analytics and measurement protocol is not sufficient right? 🙂

    Did you made updated version for 2019? Can I help somehow?

    Let me know.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.