1 min read
What changed
GA4 now supports native cost data imports from Meta Ads and TikTok Ads
The integration pulls cost, clicks and impressions automatically on a daily basis
You can import up to 24 months of historical data
The feature is currently in beta
What it means
Cross-channel reporting in GA4 just got dramatically easier. Until now, comparing Meta or TikTok spend against Google Ads inside GA4 required manual CSV uploads or paid third-party connectors like Supermetrics. The native integration removes that friction entirely. For Australian businesses running multi-platform paid media, this means unified ROAS calculations and channel comparison without leaving GA4. The 24-month historical import is particularly useful for building trend baselines.
What to do
Connect your Meta Ads and TikTok Ads accounts in GA4 under Admin > Data Import
Remove any existing manual cost data uploads to avoid double-counting
Allow up to 24 hours for imported data to appear in reports
Build cross-channel comparison reports using the cost data alongside your Google Ads metrics
If you use third-party connectors for this purpose, evaluate whether the native integration replaces them
Source: Search Engine Land, Google Analytics Help Centre
