GA4 is getting a cross-channel update and hardly anyone is talking about it.
Google has rolled out one of the biggest GA4 extensions since its launch.
What’s new?
Until now, you mainly got clean Google data. Everything else, such as Meta, TikTok or Pinterest, often had to be merged in a cumbersome way.
Native imports 🎯
Meta, TikTok and Pinterest data can now be imported directly. During setup, up to 12 months of history are possible. After that, the import runs automatically every day.
All ad spend lands in the same place as the sales. No CSV chaos. No extra connector licence.
More transparency on discrepancies
The side-by-side comparison of conversion settings from GA4 and Google Ads makes it clearer why the numbers often don’t match.
But keep in mind:
Many features are still in beta or are being rolled out gradually. Not every account sees the same options, and despite the cross-channel update, GA4 remains a measurement system with its own logic.
If you only look at GA4, you can quickly get a one-sided view of conversions.
Google products are naturally more tightly integrated into GA4. Other channels such as Meta, TikTok or Pinterest can lose more data because of consent banners, Safari/Apple restrictions, blocked cookies, reduced tracking parameters or different server/client setups.
That doesn’t mean GA4 is wrong.
It means: GA4 is an important data point, but not the whole truth.
Requirements:
✅ Clean UTM tags
✅ Matching currency
✅ Activated GA4 property
✅ Awareness that GA4 is only one part of the basis for decisions
We are currently setting this up in several accounts. If you want to check whether your setup is ready: get in touch.
Have you seen the feature yet?
#GA4 #CrossChannelMarketing #PerformanceMarketing #DigitalAnalytics
