How to Replace Service Provider in Google Analytics

Apr 4, 2023

As a leading provider of business and consumer services in the marketing and advertising industry, AdAbler understands the importance of accurate data analysis. In this comprehensive guide, we will show you how to replace the service provider in Google Analytics to improve the accuracy of your analytics and gain valuable insights into your website's performance.

Why Replace the Service Provider in Google Analytics?

Google Analytics is a powerful tool that provides insights into various aspects of your website, including visitor demographics, behavior, and traffic sources. One key data point that it captures is the service provider through which users access your website. However, this information is not always accurate.

By default, Google Analytics relies on the service provider information provided by the user's internet service provider (ISP), but this data can be unreliable and often misrepresents the actual service provider used by the visitor. By replacing the service provider in Google Analytics, you can ensure more accurate data analysis and make informed business decisions based on reliable information.

Step-by-Step Guide to Replace the Service Provider

Follow these simple steps to replace the service provider in Google Analytics and enhance the accuracy of your data.

Step 1: Access your Google Analytics account

Log in to your Google Analytics account using your credentials. If you don't have an account, you can create one for free.

Step 2: Navigate to the Admin section

In the left navigation menu, click on the "Admin" option to access the Admin section of Google Analytics.

Step 3: Select the appropriate property

From the Account and Property columns, choose the property for which you want to replace the service provider.

Step 4: Click on "Data Streams"

In the Property column, click on "Data Streams" to manage the data streams associated with the selected property.

Step 5: Locate your website's data stream

Find your website's data stream from the list of data streams associated with the property. Click on the one you want to modify.

Step 6: Click on "Settings"

Under the selected data stream, click on the "Settings" option.

Step 7: Expand the "Measurement Protocol" section

Expand the "Measurement Protocol" section, which allows you to modify the parameters used for tracking data.

Step 8: Replace the "sp" parameter

Find the "sp" parameter, which corresponds to the service provider. Replace the default value with the one you want to use for accurate tracking. Make sure the value you enter aligns with the actual service provider.

Step 9: Save the changes

Once you have replaced the "sp" parameter with the desired service provider, click on the "Save" button to save your changes.

Step 10: Verify the changes

After saving the changes, it's important to verify if the new service provider is being accurately tracked in Google Analytics. You can do this by visiting your website and checking the updated data in the Audience or Users report.

Benefits of Replacing the Service Provider

Relevant and accurate data analysis is crucial for making informed business decisions. By replacing the service provider in Google Analytics, you can unlock the following benefits:

  • Improved accuracy: By using the actual service provider information, you can ensure more precise data analysis and avoid misleading insights.
  • Enhanced understanding of website visitors: Accurate service provider data allows you to gain valuable insights into your audience's geographical location, which can aid in targeted marketing campaigns.
  • Better evaluation of marketing strategies: With reliable service provider information, you can assess the effectiveness of your marketing efforts by analyzing the performance of different service providers.
  • Identification of anomalies: Replacing the service provider enables you to identify discrepancies in the data and take corrective measures to improve user experience.


Accurate data analysis is essential for any business to thrive in the digital landscape. By following the step-by-step guide provided by AdAbler, you can easily replace the service provider in Google Analytics and harness the power of accurate insights to optimize your website's performance. Embrace data accuracy and gain a competitive edge in the constantly evolving world of marketing and advertising.

Remember, AdAbler is here to support you in your journey towards achieving data-driven success. Contact us today to learn how our comprehensive business and consumer services can elevate your online presence and drive real results.