Exciting news from the Meta universe!.

We’ve spotted a new feature that we think could be quite interesting for your advertising strategy: Meta has just launched an integration with Google Analytics, making it possible to connect your Google Analytics data directly with your Meta Pixel.

What’s it all about?

In short, you can now:

• Connect your Google Analytics account with your Meta Pixel 
• Choose which traffic sources Meta should have access to (either all sources or only traffic from Meta) 
• Match your conversion events across platforms

Why is this great? 

• Better cross-platform measurement – Get a more unified overview of your customers’ journey, especially when they move between Meta and your website. Example: A customer sees your Instagram ad, doesn’t click, but later searches for your company via Google and converts. With the integration, Meta can now “see” this conversion in GA4 and attribute it to the original Instagram ad.
  
• Improved conversion attribution – Meta gains insight into more touchpoints in the user journey, providing more accurate reporting. Specifically, this means: You get conversions attributed to your Meta ads, even if the user interacted with multiple channels before purchase. This is particularly valuable after the iOS14 changes, where direct tracking via Meta Pixel has become less effective. GA4’s server-side tracking functions as a backup data source and captures conversions that Meta might otherwise overlook.
  
• Optimization against Google Analytics events – Yes, you can now optimize your campaigns directly against conversions from GA4! Here’s how it works: You map your GA4 events directly to Meta’s conversion events. Meta can then optimize your campaigns against these events, exactly as with native Meta Pixel events.
  
  This is especially useful if you:
  • Have complex conversion paths spanning multiple sessions
  • Use GA4 to record offline conversions (e.g., via CRM integration)
  • Have implemented robust server-side tracking solutions in GA4

• More data signals for optimization – Meta’s algorithms get more data to work with, which is especially beneficial after iOS14 changes have limited tracking
  
• Audience building with GA4 data – Meta hasn’t officially announced this yet, but the integration theoretically opens up the possibility of using GA4 segments for audience building. What does this mean? Currently, you cannot directly create audiences in Meta based on GA4 segments such as users who came from Google Ads. But this integration is a step in that direction, and we’re keeping a close eye on developments, as this would be an enormously valuable next step.
  
• Early access to new updates – Meta suggests that those using the integration may get early access to upcoming features, positioning your business ahead of competitors

What do the numbers say? 

Meta ran an experiment with over 1,000 advertisers in early 2025, and the results showed an average of 5% more conversions for those who activated the integration. It may not sound like much, but for larger campaigns, it can make a significant difference to the bottom line.

Concrete benefits for your business:

• Improved ROAS (Return on Ad Spend): With better conversion data, Meta’s algorithms can work more precisely, potentially increasing the return on your advertising dollars.
• More accurate CPA (Cost Per Acquisition): By including conversions from GA4, you get a more accurate picture of your actual acquisition cost 
• Increased precision in budget allocation: You can now make decisions based on a more complete dataset 
• Better handling of cookieless environments: The integration provides an alternative data source that is less affected by browser restrictions

Should you try it? 

• We believe this integration is particularly relevant for:
  
  E-commerce businesses: Especially if you have complex conversion paths or use GA4 to track micro-conversions 
• Lead generation: If your lead process extends beyond Meta’s ecosystem 
• Businesses with multiple marketing channels: Get a more complete picture of how Meta affects your overall marketing mix 
• Brands with data collection challenges: If you’ve been hit hard by iOS14 changes and cookie restrictions

How to get started 

Setting up the Meta x Google Analytics integration is relatively simple:

1. Go to Meta Business Suite → Navigate to Events Manager 
2. Find Partner Integrations → Under ‘Tag Management’ select Google Analytics 
3. Connect your GA4 property → Follow the instructions to link Google Analytics with Meta 
4. Choose data sources → Decide if Meta should have access to all traffic or only Meta-related traffic 
5. Map your events → Connect GA4 events with corresponding Meta conversion events
6. Complete the setup → Confirm and monitor data transfer in Meta’s reporting tools
   

Meta is rolling out this integration gradually. Right now, the feature is only available to selected advertisers, and there is currently no official date for when everyone will have access.

Based on Meta’s previous rollout patterns, however, we expect that the integration will become available to most larger advertisers over the next 2-3 months, with full rollout to all advertisers by the end of 2025.

If you see the popup in your Meta Business Suite, it’s a good sign! It means that your advertising account has been selected for early access. We recommend that you seize the opportunity, as early users often achieve the best results and gain a head start over competitors.