GA4 Introduces Cross-channel Budgeting for Enhanced Ad Spend Optimization

Google Analytics 4 (GA4) has introduced a new feature called Cross-channel budgeting in its alpha phase. This feature allows users to analyze historical data to optimize budget allocation for current and future media initiatives. It includes two main components: the Budgeting Overview and the Projections Report.

Benefits

• Data-driven insights: Evaluate budgets across channels.
• Budget pacing: Monitor budget pacing and spending projections.
• Budget allocation: See recommended budget allocations across channels.

Accessing the Report

1. Sign in to Google Analytics.
2. Navigate to the Advertising section from the left menu.
3. Go to Budgeting.

The Advertising section requires linking a Google Ads account and is only available on the desktop version of Google Analytics.

Note: The feature is currenlty available to GA4 Alpha users only. It was announced in June that should be rolling out to all users in beta in the next few weeks, so keep eye on your adeverting report.

Budgeting Overview Page

The overview page provides a summary of previously created plans and the data sources powering them. It includes:

• A table of recently created or modified plans.
• Product links showing connected Google products (e.g., Ads, DV360).
• Cost import details, including the date of the last upload and file match rate.
• Manual Integrations explaining how to set up integrations for third-party (3P) campaigns.

Projections Report

This report helps users view projected performance against target KPIs per channel and optimize budgets. It answers questions like:

• Am I on track to spend my planned budget?
• Am I on track to drive my target number of key events (e.g., purchases)?
• Am I on track to drive my target revenue?
• Which channels are over/underperforming?

To create a projections plan, users input:

• Plan Name (e.g., My Q4 plan)
• Planning Period (e.g., Q4’24)
• Target KPI: Options include meeting spend targets, driving key events, or maximizing revenue.
• Target Value: The value for the selected KPI (e.g., $50K USD budget, 200K purchase key events).
• Key Events: Relevant events for the plan.

Data Sources

• Integration data via product links or manual integrations.
• Cost import data.
• Offline data if using offline import.

Reports are available at the channel level (e.g., Paid search). During the alpha phase, only channels with sufficient data will appear.

Data Quality Messaging

Notifications on data quality may appear if there is insufficient historical data for a channel or key event. This can occur if:

• Advertising on a new channel has recently started.
• A new key event has been created.
• Significant changes have been made to existing channels or key events.

Model Methodology & Fields

Revenue and conversions are modeled as a function of cost using historical data from the property's attribution model (DDA or Last Click). The models are trained on two years of data to account for seasonality. Confidence bounds are shown via shaded areas in the line chart, indicating model confidence.

Dimensions:

• Default channel group: Rule-based definitions of traffic sources (e.g., Direct, Organic Search, Paid Social).

Metrics:

• Ads cost: Total amount paid for ads.
• Cost per key event interaction: Total cost divided by the number of key events.
• Ads clicks: Total number of ad clicks.
• Ads cost per click: Average cost per click.
• Total revenue: Sum of revenue from purchases, subscriptions, and advertising.
• Return on ad spend: Revenue from key events divided by total ad cost.

This new feature aims to provide comprehensive insights and tools for better budget management across multiple advertising channels.