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Google Analytics (GA4)

View JamLoop campaigns in your Google Analytics

Updated today

Overview

JamLoop integrates with Google Analytics (GA4) to make CTV attribution visible directly inside the analytics platform your team already uses.

By connecting GA4, JamLoop can send CTV-driven site visits into your GA4 property. From there, GA4 handles all downstream attribution: signups, purchases, and other conversions using your existing GA4 attribution model and reporting setup. Think of it as a collaboration on attribution. For full documentation on JamLoop attribution methodology, visit: JamLoop Attribution Methodology

This allows you to see the impact of CTV alongside your other channels (paid search, social, email, etc.) in one source of truth.

What Is GA4?

Google Analytics 4 (GA4) is Google’s current analytics platform, designed to measure user behavior across websites and apps using an event-based model.

GA4 is also built to support:

  • Cross-device journeys

  • Flexible attribution models (data-driven, last click, etc.)

  • Server-side event ingestion (important for CTV)

Most advertisers already rely on GA4 to answer questions like:

  • What sources are driving traffic to my site?

  • Which channels influenced conversions?

  • How do channels work together across the funnel?

JamLoop’s GA4 integration plugs CTV advertising into that same framework.

Why Connect JamLoop to GA4?

1. See CTV in the Same Place as Your Other Channels

CTV doesn’t generate clicks, which makes it hard to measure in traditional web analytics. By logging CTV-driven visits directly into GA4, JamLoop allows CTV to appear alongside search, social, and other traffic sources, using GA’s native reports.

2. Let GA4 Handle Attribution (Not JamLoop)

JamLoop does not send down-funnel conversion events to GA4. Instead, we send only the initial CTV-driven visit (session) and let GA4 attribute any subsequent actions based on:

  • Your attribution model

  • Your channel rules

  • Your lookback windows

This avoids double-counting and ensures GA remains your system of record.

3. Attribution Humility: Transparency through Dual Measurement

Attribution, especially in a click-less environment is inherently probabilistic. There is no single, perfect source of truth.

Our philosophy is attribution humility: instead of forcing one system to be “right”, we embrace multiple independent measurement systems to create clarity through comparison.

By connecting JamLoop to your Google Analytics:

  • JamLoop continues to provide full-funnel CTV attribution using our proprietary methodology, identity resolution, and exposure logic.

  • Google Analytics independently attributes down-stream conversions based on its own models, channel rules, and lookback windows

These two systems are intentionally independent of each other.

The independence is a feature, not a flaw:

  • You should expect the numbers to differ

  • Those differences are not discrepancies, they’re transparency

  • When two separate systems point to similar directional impact, confidence increases.

  • When they differ, you gain insight into how assumptions, models, and attribution rules influence outcomes.

This dual measurement approach gives teams:

  • Greater trust in results

  • Visibility into attribution mechanics

  • A clearer understanding of CTV’s role in a complex, multi-touch journey

Rather than relying on a single source of truth, JamLoop + GA4 enables triangulation, and a more realistic, resilient way to measure CTV impact.

How the Integration Works

GA4 supports server-side event ingestion via its Measurement Protocol API. This means events can be sent directly from JamLoop’s servers instead of relying on the user’s browser.

This capability is what makes non-click channels like CTV compatible with GA4.

At a high level:

  1. A viewer sees a JamLoop CTV ad

  2. The viewer later visits your website

  3. JamLoop attributes the visit as CTV-driven

  4. JamLoop sends a “CTV visit” event to GA4

  5. GA4 attributes all subsequent activity in that session

What JamLoop Sends to GA4 (and What We Don’t)

What We Send

JamLoop sends a single CTV visit event into GA4 when a visit is verified. The event includes:

  • client_id – identifies the user (read from GA’s _ga cookie)

  • session_id – groups activity into one session

  • timestamp – when the visit occurred

  • engagement_time – required for GA4 to count the session

Mid & Down-funnel conversions not sent.

What We Don’t Send

  • No purchase events

  • No signup events

  • No mid-funnel events, like form-fill, checkout_start

  • No personal information (PII)

GA4 performs all conversion attribution based on its own configuration.

How GA4 Attributes Conversions

Once the JamLoop CTV visit event is in GA4:

  • Any browsing, events, or conversions in that session are attributed by GA

  • Credit is assigned according to your GA4 attribution settings

  • Other channels may still receive partial or full credit depending on your model

This ensures JamLoop works with GA4, not against it.

What You’ll See in GA4

After setup, JamLoop-driven traffic will appear in GA4 under:

Reports → Acquisition → Traffic acquisition

Break down by Session source / medium

Typical values:

  • Source: jamloop

  • Medium: ctv

Data may take 24–72 hours to appear after initial setup.

What You’ll Need Before You Start

To connect GA4, you’ll need:

  1. GA4 Measurement ID
    ​     (Format: G-XXXXXXX)
    ​
    ​

  2. GA4 API Secret
    ​     Found in:
    ​ GA4 Admin → Data Streams → Web → Measurement Protocol API secrets
    ​

These credentials allow JamLoop to securely send events into your GA4 property.

How to Connect GA4 in JamLoop (Step-by-Step)

  1. Log into the JamLoop App

  2. Navigate to Account Settings

  3. Select Connect Google Analytics 4

  4. Enter:

    • GA4 Measurement ID

    • GA4 API Secret

  5. Save your settings

Once connected, JamLoop will automatically begin sending verified CTV visit events to GA4.

Recommended GA4 Settings

To ensure CTV appears correctly in reporting, we recommend reviewing:

  • Attribution model: Data-driven (common default)

  • Channels eligible for credit: Paid & organic

  • Lookback windows:

    • Acquisition: ~30 days

    • Other key events: ~90 days

No custom events or goals are required.

What Success Looks Like

A fully successful setup means:

  • JamLoop campaigns are live

  • Web pixel is installed

  • GA4 is connected

  • CTV-driven sessions appear as jamloop / ctv in GA4

  • Conversions in GA4 reflect CTV influence

  • JamLoop and GA4 reporting can be compared confidently
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