Google has rolled out major upgrades in GA4 for budget planning and cross-channel performance. Here is a breakdown of the new beta features.

1. Cross Channel Budgeting

You can finally plan and forecast performance across paid channels directly in GA4.

• Projection Plans: Track spend versus revenue in real time.
• Scenario Plans: Test different budget levels to see potential ROI impact.

Finally answer the question: Where should I shift budget to maximise ROI?

2. Improved Conversion Management

A huge win for Google Ads users: you can now set attribution models per conversion event. The benefit: reduced discrepancies between GA4 and Google Ads data, plus more control over how specific conversions influence bidding.

3. New Conversion Attribution Analysis

Available in the Advertising workspace, this report clarifies the Assisted Conversions versus Last Click discussion.

• Assisted Conversions: See which channels such as YouTube or Demand Gen started the journey but did not get the final credit.
• Refined Funnel Analysis: Automatically groups touchpoints into early, mid, and late stages to show which campaigns open journeys and which ones close them.

Overall, this is a big step toward making GA4 a true planning tool, not just a reporting one. Being able to visualise the full ROI of upper funnel activity is exactly what many marketers have been waiting for.