Google Analytics now lets advertisers automatically import cost data from Meta and TikTok through new native integrations, streamlining cross-channel performance tracking.
Why we care. This update gives marketers a unified view of ad spend and ROI across major platforms — without relying on manual uploads or third-party connectors — helping them better compare efficiency between Google, Meta, and TikTok campaigns.
The details:
- The integrations automatically pull up to 24 months of historical ad cost data from Meta and TikTok.
- Users must delete any overlapping manual imports to avoid duplicate or inflated data, as Analytics won’t de-duplicate records between methods.
- Once set up, the feature provides ongoing automatic updates for real-time campaign cost visibility.
The bottom line. With Meta and TikTok cost imports, Google Analytics is becoming a more complete hub for paid media analysis — reducing data silos and improving cross-platform visibility for advertisers.