Google Analytics News & Updates for June 2025

Google Analytics Measurement Protocol Adds Device and User Agent Fields

23 hours ago

Google Analytics updated its Measurement Protocol with new device and user_agent fields for better event measurement via HTTP requests. Users can send device info such as category, language, screen resolution, OS, model, brand, browser, and versions. This enhances data accuracy by capturing detailed device info for server-to-server and offline interactions, helping businesses track user activity across platforms.

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Google Ads now defaults conversion values to use Google Analytics 4 data

15 days ago

Google Ads Google Analytics

Google Ads now defaults to using conversion values from the connected Google Analytics 4 property when creating new conversions, generating a key event called conversion_event_add_event. Users must track and send this data for it to work properly. Experts recommend choosing the "Use Google Ads only" option to keep conversion tracking within Google Ads. The feature is rolling out gradually, so users should check their settings to match their tracking needs.

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Google Introduces Agentic Tools in Ads and Analytics

23 days ago

Google Ads Google Analytics

Google is launching agentic capabilities for marketers to enhance performance and reduce workloads. These tools will assist with onboarding, campaign creation, reporting, and troubleshooting in Google Ads and Google Analytics. The agentic expert offers personalized recommendations, while the data expert provides insights for decision-making. Marketing Advisor, an AI tool in Chrome, will help manage marketing tasks and diagnose campaign issues, launching later this year.

GA4 Measurement Protocol adds geolocation override with user_location and ip_override

29 days ago

Google Analytics

GA4 Measurement Protocol now allows overriding user geographic location using ip_override or user_location attributes. user_location takes precedence and should include details like country_id and region_id at minimum. The user_location object can specify city, region_id, country_id, subcontinent_id, and continent_id with respective codes. This helps provide accurate geographic info for events.

GA4 adds Conversion Management Section for easy Google Ads conversion management

1 months ago

Google Analytics

GA4 has introduced a conversion management section under Advertising > Tools, allowing users to manage Google Ads conversions directly from GA4. This section enables the curation of GA4 events, assignment of categories, and triggering of conversions for reporting, remarketing, and ad personalization. A new tab called conversion management appears in the advertising section, where users can create conversions from events and establish conversion categories.

New GA4 Budgeting Feature Introduces Scenario Planning and Projections

1 months ago

Google Analytics

The new budget section in GA4 allows users to create plans with various scenarios, set goals like revenue or spending, and analyze budget impacts on channels. It features a projection tool to assess progress towards objectives and a scenario planner for testing different budgets. The model relies on historical ROAS or CPA based on the chosen attribution model and utilizes up to two years of data to consider seasonality.

Google retires Key events report and updates Events report with new features

1 months ago

Google Analytics

GA4 is removing the 'Key events' report and updating the 'Events' report to include key events. Users can mark events as key by selecting the star next to the event name. The new 'Events' report also provides access to the DebugView report and Attribution settings. The 'Custom Configurations' menu allows viewing and modifying custom events. The 'Network settings' report identifies the source of key events and configures postbacks for advertising optimization.

Google Analytics updates Reports snapshot with new templates and accurate attribution

1 months ago

Google Analytics

Google Analytics has improved insights and attribution with new pre-built templates in the Reports snapshot section, focusing on user behavior, sales, and marketing performance. This change reduces the time spent creating custom reports. The updated card library enhances card discovery. Additionally, aggregate identifiers will be used for more accurate attribution of paid Google Ads traffic in reports.

Google Analytics 4 boosts data completeness and proactive issue detection for marketers

1 months ago

Google Analytics

GA4 enhances data completeness and proactive issue detection to improve marketing strategies. It addresses data collection challenges from user consent through aggregate identifiers and fallback mechanisms for accurate attribution. Updates include clearer data presentation with tool tips and proactive indicators for identifying implementation issues. System-generated annotations inform users about changes affecting their data, emphasizing the importance of reliable data for business success

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