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.

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Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more. In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.