With Google transforming Google Analytics to be a best in class analytics and cross-channel measurement tool it is imperative for all teams to understand how GA can help make accurate media investment decisions across all channels. This is all powered by cutting-edge AI that delivers predictive and actionable insights.

Google Analytics is working on native integrations with popular advertising platforms, such as TikTok, Pinterest, Snap and Reddit to enhance cross channel measurement capabilities across Google and non-Google media. These integrations will support the ability to seamlessly onboard campaign performance and delivery data, like cost and impressions for better performance analysis, and expand attribution to support view-through conversions and engaged-view conversions across google and non-google platforms – powered by a Trusted Execution Environment (TEE) to keep data secure and private. These features will roll out on a partner by partner and feature by feature basis over the coming quarters. 

Off the back of these integrations there is a cross-channel budgeting tool coming to Google Analytics allowing you to monitor budget pacing  and projected performance across all channels. This is in alpha at the moment and is currently being tested, but having all channels in one place to maximise performance with projections will be a great addition to GA.

The other big focus is for Google Analytics to be the cross-channel orchestration hub, and significant improvements are on the horizon for the Google Analytics audience sharing process. These changes will enable seamless cross-channel activation of Google Analytics audiences for your customers:Google is exploring building native integrations allowing you to export and activate your GA audiences directly in other platforms.

So there we have it. Google Analytics really is becoming a true cross channel measurement tool.

Contact Us

If you're keen on arranging a meeting with Keith to delve into the intricacies of the Google Marketing Platform, brainstorm future strategies, or clarify any queries, don't hesitate to get in touch at Keith.Lavender@assemblyglobal.com.

Written by Keith Lavender, Head of Google Marketing Practice Operations at Assembly Europe.