Google Analytics adds cost data imports for Meta and TikTok ads

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.

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.

Google’s announcement. Import cost data from Meta and TikTok ads