Google Analytics MCP

Universal Analytics (UA) and GA4 use different names for equivalent concepts. UA was sunset on 2023-07-01; models trained before or around then guess UA field names that no longer exist in the GA4 Data API. On 2024-05-06 GA4 also renamed "conversions" to "key events" (see the conversions rows below). If a name feels obviously right but returns "Invalid metric/dimension", assume your training predates the change and verify with `search_schema`. This skill gives the correct GA4 Data API name for every common UA metric and dimension.

How to specify date ranges in `get_ga4_data` and how to structure period-over-period comparisons.

What this MCP **cannot** do via the GA4 Data API, and where to go instead. Attempting these will either fail or produce meaningless aggregate data.

GA4 has three distinct attribution scopes. Using the wrong scope gives misleading results. Choose based on the question you are answering.

How to find and query property-specific custom dimensions in GA4.

The correct shape for `dimension_filter` in `get_ga4_data`. Wrong structure returns an "Invalid dimension_filter" error. Use these templates.

Systematically diagnose why traffic changed — spike, drop, or shift in mix. Follow these steps in order. Each step narrows the hypothesis.

Revenue, conversion rate, AOV, and funnel drop-off using GA4 ecommerce events.

Break down sessions and users by traffic source, medium, and channel group to understand where your audience comes from and which channels perform best.

The correct GA4 Data API names for fields models most often get wrong. Use these before calling `get_ga4_data` — wrong names return a hard error.

Identify top-performing pages, find underperforming content, and understand engagement patterns across your site.

Measure traffic arriving from AI tools — ChatGPT, Claude, Perplexity, Gemini, Copilot, and others — and understand how it behaves compared to other channels.

Identify and exclude bot, scraper, and spam sessions from GA4 data.

GA4 enforces strict rules about which dimensions and metrics can appear in the same request. Incompatible combinations return a 400 error: "The request's dimensions & metrics are incompatible."

Break down user behaviour by country, city, device category, and OS to understand regional patterns and optimise for your key markets.