Meta is now inviting more advertisers to connect Google Analytics to their Meta accounts, offering early access to updates designed to improve campaign performance. This integration allows advertisers to bridge the gap between Meta's advertising platform and Google Analytics data. Meta Ads Launches Beta Integration with Google Analytics 4 was spotted by users last year in June 2024 and has been available for selected advertisers only until now, with Meta currently rolling out access to a broader audience.
Connection Process
The integration process involves several key steps:
Select Google Analytics Property: Advertisers can select their Google Analytics property and connect it to their Meta dataset (Pixel)
Define Traffic Source Access: During setup, advertisers must choose which traffic sources Meta can access in Google Analytics:
- All traffic sources option provides complete access
- Only traffic coming from Meta option applies filters to only include data for utm_source values from Meta click traffic (e.g., utm_source=facebook and utm_source=instagram)
- Configure Event Mapping: The final step requires mapping Meta conversion events to corresponding Google Analytics conversion events
Benefits and Performance Improvements
After completing the connection, Meta will receive data from Google Analytics conversion events. According to Meta, this integration offers several advantages:
- Better understanding of results across different external measurement tools and reports
- Early access to new ad system updates that can potentially improve campaign performance
In a January 2025 experiment, Meta conducted a performance analysis on campaigns for 1,075 advertisers across 20 verticals globally. This experiment, which included additional incentives, demonstrated a 5% average increase in conversions driven by Meta.
How to Get Started
To connect Google Analytics to Meta:
- Navigate to 'Events Manager' in Meta Business Suite
- Click 'Partner integrations'
- Select 'Google Analytics' under the 'Tag management' section
- Follow all connection steps
It's worth noting that this feature may not be available for all ad accounts yet as Meta appears to be rolling out access gradually to more advertisers.
While specific details about how Meta will use Google Analytics data to enhance reporting and performance are still forthcoming, this expanded rollout represents a significant step in cross-platform measurement capabilities for digital advertisers.
