Key GA4 Updates in June 2025
For CXOs, Chief Marketing Officers and Digital Marketing Specialists, it’s essential to stay updated on the new capabilities and functionalities of Google Analytics 4 (GA4). GA4 continues to provide businesses with deeper insights and enhanced measurement capabilities. The updates introduced in June 2025 bring significant improvements aimed at enhancing data visibility, streamlining operations, and enabling more precise marketing decisions.
Here’s a breakdown of the key GA4 updates features rolled out in June 2025 and their practical implications for your business:
Enhanced Data Control and Collaboration
- Annotations with Analyst+ Permissions (July 1, 2025): Collaboration just got easier. Users with Analyst and higher permissions can now create, edit, and delete annotations. This crucial update fosters better team communication and context around data trends, allowing for more informed analysis and decision-making within your marketing teams.
- Google Analytics 360 Property Syncing for Custom Dimensions and Metrics (June 2, 2025): For Google Analytics 360 users, maintaining consistent configurations across source and subproperties is now effortless. The new Property Syncing feature automatically propagates custom dimensions and metrics from source properties to synced subproperties. This ensures data consistency and reduces manual effort, leading to more accurate and unified reporting across your enterprise.
Deeper Insights and Improved Data Integration
- Expanded Cost Data Import (Beta) (June 24, 2025): Gain a more holistic view of your advertising performance. GA4 now supports additional data sources for cost data import in open beta, including Google Sheets, Amazon Redshift, Amazon S3, BigQuery, Google Cloud Storage, HTTPS, MySQL, PostgreSQL, and Snowflake. This enhancement allows you to consolidate cost data from diverse ad initiatives, providing a comprehensive understanding of your ROI in reports like the Acquisition > Non-Google cost report and Planning > All channels report in the Advertising workspace.
- Auto-configured Key Events for Lead Generation Business Objective (June 12, 2025): Simplify lead generation measurement. When the “lead generation” business objective is selected, Analytics automatically configures “qualified lead” and “converted lead” events as key events. This guides businesses toward recommended best practices for lead generation measurement, though data collection for these events still needs to be set up. You retain the flexibility to disable this auto-configuration at any time.
Optimised Data Collection and Compliance
- Google Analytics Consent Settings Hub Enhanced with Tag Diagnostics (June 6, 2025): Ensure Accurate and Compliant Data Collection. Google Tag Diagnostics are now integrated into the Google Analytics consent settings hub, providing improved diagnostic tools for end-user consent. This makes it simpler for website owners to detect and rectify errors related to consent and data collection, reinforcing privacy adherence.
Beyond June: Continued GA4 Evolution
While June 2025 brought significant advancements, GA4 continues to evolve with ongoing and upcoming features that further empower marketing professionals. These include capabilities like a direct chat feature for querying data, view-through and engaged-view conversions to measure ad impact, projection KPI performance to track goal attainment, and scenario planning for building and comparing media plans using AI technologies.
These continuous enhancements solidify GA4’s position as a powerful, future-proof analytics platform. By leveraging these new features, you can unlock deeper insights into customer behaviour, optimise your marketing spend, and ultimately drive greater business growth.
For more detailed information on these and other GA4 updates, please refer to the official Google Analytics support page: What’s new in Google Analytics
