GA4 now supports uploading cost data from a wider range of sources, including Google Sheets, BigQuery, Snowflake, and several others, through an open beta feature called cost data import. This enhancement allows importing cost data from multiple platforms such as:
- Google Sheets
- Amazon Redshift
- Amazon S3
- BigQuery
- Google Cloud Storage
- HTTPS
- MySQL
- PostgreSQL
- Snowflake
After setting up data configuration and importing cost data into Google Analytics, users can compare performance across all ad initiatives. This data is accessible in the Acquisition > Non Google cost report and the Planning > All channels report within the Advertising workspace.
This update offers more flexibility and dynamic options for calculating a holistic ROAS in GA4. For example, it enables automatic pulling of Facebook ad costs from BigQuery due to existing direct connections.
