Google has finally dropped the update that performance marketers have been asking for since GA4 launched.

You can now natively import cost data from Meta (Facebook/Instagram) and TikTok Ads directly into Google Analytics 4 — a complete game-changer for cross-channel reporting.

What this means for you:

• No more manual data blending: Automatically import clicks, impressions and ad spend from paid social campaigns.
• A true single source of truth: See Paid Search and Paid Social performance side-by-side inside GA4.
• Unified ROAS & ROI: Calculate your true, blended Return on Ad Spend across all major channels from a single dashboard.

A quick pro-tip before you start:

• Check your history: This import will attempt to pull 24 months of historical data. If you have manually uploaded overlapping cost data, delete those datasets first to avoid duplication.
• Be patient: Imports can take up to 30 minutes, and it may take up to 24 hours for data to appear fully in your reports.

This has been a long time coming. Smarter data = smarter marketing.