This article provides information on the latest releases in Google Analytics for this year. For information on releases from past years, see the What's New archive.
Releases
- July 21, 2025
- July 14, 2025
- July 1, 2025
- June 24, 2025
- June 12, 2025
- June 6, 2025
- June 2, 2025
- April 24, 2025
- April 7, 2025
- April 2, 2025
- March 31, 2025
- March 20, 2025
- March 12, 2025
- February 3, 2025
- January 21, 2025
- January 13, 2025
July 21, 2025
Import cost data from Reddit Ads
You can now import cost data from Reddit through a seamless integration with Google Analytics. This enables advertisers to automatically track Reddit cost data within Google Analytics. Learn more about importing cost data from Reddit Ads.
Default reports and suggested audiences for lead generation customers
We’re launching new reports and suggested audiences dedicated to customers whose goal is to generate leads.
The new reports help you understand key business insights necessary to assess the success of your lead generation initiatives, enabling better conversion rate for future leads. These new reports include:
- Lead Acquisition: The Lead Acquisition report shows data for the first time your potential customers (also known as leads) visit your website or app. This report is user-scoped and primarily focuses on user attributes.
- Lead Disqualification and Loss: The Lead Disqualification and Loss report shows the reasons why potential customers did not progress through the stages of becoming qualified and converted leads for your business
The 8 new lead generation audience templates isolate users at each stage of the lead gen funnel, so the users can be exported to advertising products for activation. A few examples;
- Create an audience of Qualified Leads, to reach these potential customers and entice them to convert
- Create an audience of Converted Leads, to exclude your current customers from your prospecting and remarketing campaigns
- Create an audience of New Leads to use in your advertising to nurture leads to conversion
In order to populate the new reports and audiences, implement the recommended lead generation event schema for Google Analytics using the proper event names. You can import these events via Event Data Import or Measurement Protocol. See the developer documentation for Measurement Protocol, and download the CSV import template for Lead Gen events.
July 14, 2025
Item data import improvements
Item data import now allows importing item-scoped custom dimensions into Google Analytics. This provides greater flexibility to import item data without the need for item IDs, particularly beneficial for users with extensive product catalogs. Learn more about item data import.
July 1, 2025
Annotations now have Analyst+ permissions
Users with Analyst and above Google Analytics permissions can now create, edit, and delete annotations.
June 24, 2025
Cost data import: expanded data sources (beta)
Additional data sources are now supported for cost data import in open beta. With this enhancement, you are able to import cost data from multiple sources such as:
- Google Sheets
- Amazon Redshift
- Amazon S3
- BigQuery
- Google Cloud Storage
- HTTPS
- MySQL
- PostgreSQL
- Snowflake
Once you have data configuration set up and have imported cost data into Google Analytics, you can compare performance data across all your ad initiatives. You can see this data in the Acquisition > Non Google cost report and in the Planning > All channels report in the Advertising workspace.
Learn more about connecting a data source
June 12, 2025
Auto-configured key events for lead generation Business objective
Analytics now automatically configures qualified and converted leads events as key events when the Business objective for lead generation is selected in order to guide clients towards the recommended best-practices for lead gen measurement. Once configured, clients still need to collect data for those events, and clients can disable key event configuration at any time.
June 6, 2025
Google Analytics consent settings hub enhanced with Tag Diagnostics
Google Tag Diagnostics are now integrated with the Google Analytics consent settings hub. This update enhances the consent settings hub to provide improved diagnostic tools for end user consent. Website owners will now find it simpler to detect and fix errors related to consent and data collection.
June 2, 2025
Google Analytics 360 property syncing for custom dimensions and metrics
Google Analytics 360 users can now maintain consistent configurations between source properties and subproperties using the new Property Syncing feature. This functionality allows customers to sync all custom dimensions and metrics from source properties to their subproperties. Any changes made to the custom dimensions and metrics in the source property will propagate down to synced subproperties.
Syncing custom dimensions and metrics will be available to newly created subproperties or existing ones that do not currently have any custom dimensions or metrics, limiting any impact on current configurations.
Learn more about property syncing
April 24, 2025
Report snapshot templates
Reports snapshot now supports templates (User behavior, Sales and revenue, and Marketing performance), enabling users to quickly gain an overview of their data. We've also updated the card library for easier card discovery.
Aggregate identifiers
Aggregate identifiers will now be leveraged for Google Analytics attribution. You will notice more accurate attribution to paid Google Ads traffic in Google Analytics reports.
Learn more about aggregate identifiers
April 7, 2025
Additional match types for filters in Explore
We’ve added support for all match types for item-scoped dimensions in “Explore”. Additional match types are also available for the “Audience” dimension in “Explore”.
April 2, 2025
Make faster, more informed decisions with Generated insights
Generated insights are now shown directly within detailed reports in Google Analytics to give you clear, concise summaries explaining fluctuations in your data in plain language. Imagine your “Purchase” events spiked on a series of individual dates. Our AI engine works through the countless combinations of dimensions and metrics to proactively connect the dots, explaining why these spikes happened. These insights are written in a natural, easy-to-understand way, almost like a colleague summarizing the key takeaways for you.
Learn more about Generated insights.
March 31, 2025
Data not available
A new value "(data not available)" is available in your Google Analytics reports. The value appears when data isn’t available in Google Analytics for the source and medium traffic-source dimensions. This can help more accurately attribute data from the Direct channel to Cross-network, and you may see a shift in traffic source dimension values from (not set) to (data not available). Reports will contain a warning icon when a high rate of (data not available) values are present.
Learn more about the value "(data not available)"
March 20, 2025
Annotations
Google Analytics now supports annotations on line graphs in overview and detailed reports, and the Advertising section. You can add these annotations in Google Analytics or the Admin API.
March 12, 2025
Percentage values in Google Analytics report tables
Percentages have been added to each row for all detailed reports in the “Reports” and “Ads” modules to help users better understand the weight of each row in comparison to the total value.Missing session start notification
When a report shows a high rate of missing session_start events, we will display an icon with more information. Interacting with the icon will explain the issue detected, the cause, and link to more information including how to resolve the issue in the future.High not set rate notification
When a report shows a high rate of (not set) values, we will display an icon with more information. Interacting with the icon will explain the issue detected, the cause, and link to more information including how to resolve the issue in the future.February 3, 2025
Cost data import required field updates
We’ve made it easier to import cost data using Data Import in Google Analytics. You can now import cost data using three required fields: source, medium, and date for Google Analytics to join against.
The campaign_name and campaign_id associated with your cost data will no longer be required fields, but can optionally be included as key fields. When available, we highly recommend importing these fields as this allows for more granular reporting. When cost data is imported without campaign_name and/or campaign_id, cost data will be reported in aggregate when these dimensions are requested.
Learn more about cost data import
January 21, 2025
Copy reports and explorations across properties
You can now copy the configuration of a custom detail report or exploration from one property to your other properties, so you can avoid configuration differences across properties, save time creating the reports and explorations, and spend more time analyzing and getting insights from their data.
Learn more about copying reports and explorations
January 13, 2025
Consent settings hub
You can now learn about and manage consent settings from a centralized hub in Google Analytics Admin. This hub helps you understand how Analytics uses consent signals, view the collection status of consent signals across your property’s streams, and review and address consent-related diagnostics. To access in Admin, under Data collection and modification, click Consent settings.