GA4 Now Supports Cost Data Import from Meta and TikTok Ads

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Cost data import

Tired of jumping between ad dashboards, spreadsheets, and reporting tools just to understand where your marketing dollars are going?

Google Analytics 4 (GA4) has just made your life a whole lot easier. You can now import cost data directly from Meta (Facebook & Instagram) and TikTok Ads – no manual uploads, no third-party connectors, no blind spots.

This update brings marketers closer to the unified accurate analytics: a single source of truth for spend, clicks, impressions, and conversions across channels. For digital marketers, performance leads, and eCommerce brands, this is more than an update – it’s a new era of cross-channel clarity and smarter budget optimization.

Why this update matters

Until now, GA4 only allowed automatic cost imports from Google Ads.
To view spend from other platforms like Meta or TikTok, you had to:

  • Export campaign data from each ad manager
  • Format and upload manually into GA4
  • Or use third-party tools like Supermetrics or EasyInsights

Now, GA4’s new native cost data import feature bridges that gap – letting you bring Meta and TikTok ad performance data directly into your GA4 dashboard.

  • Clearer insights into ROI, ROAS, and cost per conversion
  • A single source of truth for Google, Meta, and TikTok ad performance
  • No more manual uploads or duplicate data issues

Metrics You’ll See in GA4

Once you connect your Meta and TikTok accounts, GA4 will automatically import essential ad performance data, such as:

  • Campaign Spend – Track the total budget spent across all campaigns
  • Clicks – See how many times users engaged with your ads
  • Impressions – Measure how often your ads were shown

By merging this data with your existing GA4 reports, you can analyze cost per conversion, compare conversion rates across channels, and assess campaign-level profitability. This integration makes it easy to monitor performance in both default and custom reporting views, giving you a complete picture of your paid media efficiency.

How to Import cost data from Meta ads

  • Access prerequisites: Meta Business Account, Ad Account, and Editor/Administrator role in GA4.
  • Go to admin → Data collection and modification → Data import.
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  • Click on “Create Data Source” and Choose “Cost Data” and then Select “Meta”
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Name the data source and then select cost data

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Select Meta From the upload data for the import

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Authenticate your meta account

  • Log in to your Meta account and select the appropriate Business Manager and Ad Account.
  • Ensure accurate UTM mapping – your utm_source and utm_medium must match exactly.
    Pro Tip: If you’re using utm_id in your campaigns, include it as GA4 can now match cost data using utm_id when available.
  • Review the mapping and confirm all fields and Click Finish and wait for import completion.
  • Click Connect and authorize the account. GA4 will then automatically backfill up to 24 months of historical data.

How to Import Cost Data from TikTok Ads into GA4

GA4’s TikTok integration works in much the same way as Meta, making it easy to unify your ad data across platforms. Follow these steps to get started:

Step 1: Create a Data Source

Go to GA4 Admin → Data Import → Create Data Source.
Select Cost Data, then choose TikTok as the source you want to import.

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Step 2: Connect Your TikTok Ads Account

Log in using your TikTok Ads credentials and grant GA4 the necessary permissions. This allows GA4 to access your campaign-level performance data.

Step 3: Configure and Map Campaign Data

Choose the relevant Business and Ad Account in TikTok.
Make sure your UTM parameters match exactly those used in your campaign URLs.
Example: utm_source=tiktok and utm_medium=paid

Step 4: Review and Complete the Setup

Double-check that all fields are mapped correctly, then confirm the setup. Once completed, GA4 will automatically pull TikTok ad spend, clicks, and impressions.

With this integration, you can now perform real-time cross-platform analysis, compare campaign performance across Google Ads, Meta, and TikTok, and make data-driven decisions with a full view of your marketing spend.

How it Benefits for Marketers

  • Cross-channel ROI and budget clarity – GA4 can now display total spend and conversions across Google, Meta (Facebook/Instagram) and TikTok together. This unified view makes it easy to compare which platform delivers the best return, so you can allocate budget smarter.
  • More accurate, real-time data – The native integrations automate cost uploads, eliminating manual errors and out-of-sync reports. Your GA4 dashboards will match the ad platforms’ own numbers, since they use each platform’s API.
  • Historical trend analysis – By importing up to 24 months of past data, GA4 lets you see long-term trends and seasonality. You can analyze year-over-year campaign ROI or backtest strategies using actual Meta/TikTok spend data.
  • Simplified reporting – All your paid media spend is now in GA4. You can build dashboards and explorations that include Google Ads, Meta Ads, and TikTok side by side. This single-source reporting makes it easier to show stakeholders a balanced view of ad investments and ROI.

How EasyInsights Enhances GA4 Cost Data Import

While GA4’s new native cost data import from Meta and TikTok is a game-changer, platforms like EasyInsights can take your marketing analysis even further. EasyInsights helps performance marketers unify and activate first-party data across multiple channels, providing deeper insights and more actionable reporting.

Here’s how EasyInsights complements GA4:

  • Complete Data Attribution: EasyInsights can connect GA4, Meta, TikTok, and other platforms, ensuring every touchpoint in the customer journey is captured and attributed correctly. You get a true picture of which campaigns drive conversions.
  • Server-Side Tracking: Unlike GA4, which primarily relies on browser-based tracking, EasyInsights can leverage server-side tracking to reduce data loss due to ad blockers, cookie restrictions, or browser privacy updates.
  • Enhanced ROI Analysis: By combining cost data from GA4 with conversion events tracked through EasyInsights, marketers can calculate more accurate ROAS and cost per acquisition metrics across all channels.

Conclusion

GA4’s new native cost data import from Meta and TikTok Ads is a significant step toward true cross-channel visibility, making it easier for marketers to track spend, clicks, impressions, and conversions in one place. By eliminating manual uploads and providing up to 24 months of historical data, GA4 empowers brands to analyze ROI, optimize budgets, and make smarter marketing decisions.

When combined with EasyInsights, marketers can take this analysis even further – unifying first-party data, enhancing attribution accuracy and leveraging server-side tracking. Together, GA4 and EasyInsights provide a complete, reliable, and actionable view of your marketing performance, helping CMOs, eCommerce marketers, and growth teams maximize their ad investments and drive measurable business outcomes.

Import your marketing data to your ad platform with EasyInsights – Book a demo now