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Masivo sends events and purchases through Google Analytics 4 Measurement Protocol. Standard event names are lowercased, Masivo orders are mapped to GA4 ecommerce fields, and custom events retain their flattened parameters. Attribution requires the real Google tag or Firebase identity and session. UTM parameters preserved by Masivo links must also reach the website/app’s analytics implementation. Masivo’s own click tracking does not create GA4 sessions. Configure web, Android and iOS streams in the existing destination. The optional event ga4 context selects the appropriate stream. Events without a real identity keep the legacy customer-ID fallback on the web stream; this path does not provide reliable session attribution. See the setup guide and complete integration reference for link rules, purchase mapping, client context and verification steps.