Better data quality in GA4 using Segment’s GA4 Destination

Introduction

This article will work as a guide to making the Google Analytics 4 Destination, which relies on Google’s Measurement Protocol version 2, in Segment work. Segment has created the out-of-the-box GA4 solution for its customers to the best of its ability. This is referred to as a destination. However, due to its inherent nature, Google’s Measurement Protocol lacks certain functionalities to make it work as expected. The most significant challenge is identifying sessions since the server-side payload does not send the session_