Google Analytics Integration

Google Analytics is where most of your traffic story already lives. Sessions, sources, mediums, campaigns, page paths, the whole funnel from landing page to conversion: if your team trusts a number about web traffic, it's probably a GA number. The trouble starts after the on-site conversion. Affiliate revenue, network-level payouts, downstream events that fire days after the original visit — none of that shows up in GA without serious tagging work, which means the GA dashboards your team checks every morning are showing them half the picture.

The Routy integration with Google Analytics 4 closes that loop in both directions. Your GA4 traffic data flows into Routy so you can see your conversion attribution against the same sources and campaigns GA uses. And your downstream conversion events flow back to GA4 through the Measurement Protocol, so the dashboards your team already references stay complete and current without anyone rebuilding their reporting from scratch.

This is a GA4 integration. Universal Analytics is sunset and no longer accepts data via the Measurement Protocol, so the integration doesn't support it.

After connecting, the following becomes available in your Routy reports and in your existing GA4 property:

• Traffic data from GA4: sessions, users, sources, mediums, campaigns, and landing pages, broken down at the level GA4 reports it
• Conversion attribution that ties every conversion Routy tracks back to the GA4 source, medium, and campaign that drove the original visit
• Downstream conversion events pushed back to GA4 via the Measurement Protocol, with proper event names and parameters so they show up in the same conversion reports your team already uses
• Cross-platform consistency: the same conversion event, with the same value, in both systems, attributed to the same source

Plus, because Routy's reporting now sits in the same source/medium/campaign taxonomy as GA, the awkward "whose numbers are right" conversation tends to fade fast. Both systems reference the same conversion events, and the only differences are the attribution rules each one applies on top.

You connect your GA4 property through Google's standard OAuth flow and pick which property and data stream you want Routy to interact with. From there, the integration pulls traffic data from the GA4 Data API on a regular schedule and sends conversion events to the same property's Measurement Protocol endpoint as Routy sees conversions that match a GA4-tracked visit.

A few things worth knowing before you connect:

• GA4 applies its own sampling and modelling to some report data, particularly for high-traffic properties or report queries with many dimensions. Routy surfaces what the GA4 Data API returns, including the sampling notices when they apply.
• The Measurement Protocol requires a measurement ID and API secret, which the connection flow sets up automatically. Events sent via the Measurement Protocol need to match the event schema (event name and parameters) you've configured in GA4 to show up correctly in standard reports.
• GA4's data has its own latency. Real-time reports update within minutes, but standard reports typically lag by a few hours. The integration syncs on a schedule that matches GA4's reporting cadence.

Most teams that use Google Analytics use it because everyone else uses it too. The morning marketing standup references GA numbers; the quarterly review references GA numbers; the agency reports against GA numbers. Once a system is that embedded, replacing it isn't really an option, but supplementing it is straightforward, and supplementing it is what most affiliate operations need.

The supplementing happens in two directions. Routy pulling GA traffic data in means the affiliate conversion attribution you're already doing gets to sit alongside the source and campaign metadata GA already has. Routy pushing conversion events back to GA means the downstream revenue that GA was previously blind to starts showing up in the dashboards your team already checks. Nobody has to learn a new tool, nobody has to rebuild their reporting, and the "GA says one thing, the affiliate platform says another" debates start to resolve because both systems are working from the same conversion data.