GA4 Server Events

This optional, advanced feature pushes engagement events directly into your GA4 property using Google's Measurement Protocol — in addition to (not instead of) UTM tagging.

When to use it

Use server events if you specifically want email engagement as custom events inside GA4 (for funnels, explorations, or server-side conversion modelling). If you only want to see which emails drove website traffic and sales, UTM tagging alone is enough.

1. Get your GA4 credentials

In your Google Analytics 4 property:

1. Go to Admin → Data Streams and open your web data stream.
2. Note the Measurement ID (looks like G-XXXXXXXXXX).
3. Under Measurement Protocol API secrets, create a secret and copy its value.

2. Configure in Mumara

Open Settings → Google Analytics, expand Advanced — GA4 Server Events, and turn it on:

• Measurement ID — paste your G-XXXXXXXXXX.
• API Secret — paste the secret. It's stored encrypted; leave the field blank on future saves to keep the current secret.
• Forward events — tick the events you want: Sent, Click, Unsubscribe, Bounce.
• Open — a separate toggle, off by default (see the warning below), with an optional skip bot opens filter.
• Delivery — Queue (recommended) or Real-time.
• Debug mode — off by default; turn on to watch events arrive live in GA4's DebugView while testing (see Debug mode below).

Click Test connection to send a validation event to Google's debug endpoint; Mumara reports back whether your Measurement ID and secret are accepted.

Opens and Apple Mail Privacy Protection

Apple Mail pre-loads images, so open counts are heavily inflated and unreliable. Opens are off by default. If you enable them, keep skip bot opens on, and interpret the numbers cautiously.

Debug mode — watch events arrive live

When you first set this up, you'll want to actually see your email events reaching GA4. That's what Debug mode is for.

Turn on Debug mode in the Advanced — GA4 Server Events section. While it's on, every event Mumara forwards is tagged with GA4's debug flag, which makes it appear in real time under Google Analytics 4 → Admin → DebugView.

Verify your setup end to end

1. Enter your Measurement ID and API Secret, then click Test connection — this confirms your credentials are valid (it validates a sample event without recording anything).
2. Turn on Debug mode and Save.
3. In GA4, open Admin → DebugView (bottom of the left sidebar).
4. Send yourself a small test campaign — or trigger a click/open — from Mumara.
5. Within a few seconds you'll see events such as email_sent and email_click stream into the DebugView timeline, with their parameters (schedule id, link URL, and so on).
6. Open Mumara's event log (the button on the settings page) to confirm each event's delivery status flipped to sent.

Test connection vs. Debug mode

These are two different tools — use both:

	Test connection	Debug mode
What it checks	Are my Measurement ID + API secret valid?	Are my real email events reaching GA4?
How it works	Sends one sample event to GA4's validation endpoint	Tags live events so they show in DebugView
Records anything?	No	Yes (flagged as debug)
When to use	Right after entering credentials	While sending real test traffic

Turn it off when you're done

Leave Debug mode off in normal operation. Google keeps debug-tagged traffic separate, and it is excluded from your standard GA4 reports — so you don't want production events flowing through it. Switch it on only while actively troubleshooting, then turn it back off.

What gets sent (and what doesn't)

• Events appear in GA4 as custom events: email_sent, email_click, email_unsubscribe, email_bounce, and email_open.
• Each event carries the campaign/schedule reference and, for clicks, the link URL.
• The addon generates a stable, anonymous identifier for each recipient so a contact's events group together in GA4.
• No email addresses or personal data are ever sent to Google — only anonymous identifiers, in line with Google's terms.

Seeing your events in GA4

Custom events show up in GA4's Realtime and Events reports within a few minutes. To get the most from them, create Explorations or mark key events as conversions in GA4 — custom events don't populate the standard reports automatically.

Delivery log & retries

The addon keeps an event log (linked from the settings page) showing each event's status — sent, pending or failed — with the HTTP response and any error. Failed events are retried automatically on a schedule, so transient network issues recover on their own.

A note on UTM vs. server events

These two methods are complementary:

• UTM tagging attributes real website sessions, conversions and revenue to your campaigns — the most reliable, native GA experience.
• Server events add email-internal engagement as custom events, but live somewhat separately from your website sessions because email has no browser cookie.

For most accounts, UTM tagging is the priority and server events are a bonus.