What's new in Google Analytics

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.


February 22, 2024

Advertising section updates

To simplify reporting in Google Analytics, we’re updating the Advertising section, bringing all relevant reporting for advertisers and publishers together in one place. With this update, you can now use the following sections for either behavioral or performance reporting:

  • The Reports section provides insights into how users engage with your websites and apps so you can improve your product and user experience
  • The Advertising section will become the hub to monitor and analyze your campaigns whether you’re a publisher or an advertiser.

Additionally, the Explore section, Custom Reports, and the Data API will provide behavioral insights as well as anonymized and aggregated insights from ads campaigns.

The following changes will start rolling out today:

  • Google Ads, Google Marketing Platform and publisher reports and features will be located in the Advertising section. 
  • Access to the Advertising section will require a link to at least one Google Ads, AdSense, AdMob, Google Ad Manager or Google Marketing Platform account.
  • The Publisher ads report will move to the Advertising section

With these updates, you will be able to access more tailored experiences across behavioral insights and advertising or publisher insights. If you currently run ads campaigns or monetize your properties with ads, make sure your ads accounts are linked to continue getting these actionable insights. If no account is linked, you will see a page that prompts you to link to an ads or publisher account.

February 13, 2024

Trend change detection

Trend change detection is a new type of insight that surfaces subtle but long-lasting and important changes in the direction of your data. It's similar to anomaly detection in that they both detect a change in data. The main difference is that anomaly detection highlights sudden spikes or dips in data, while trend change detection highlights more subtle changes over a longer period of time.

Google Analytics displays these changes in an Insight card in the Insights & recommendations section of the Home page, in Reports snapshot and Advertising snapshot, and in the Insights hub.

Learn more about trend detection

February 9, 2024

Event parameter limit increase

For Google Analytics 360 properties, we've increased the limit on the length of event parameter values collected through the Google Analytics for Firebase SDK for mobile apps from 100 characters to 500 characters.

Learn more about Google Analytics 360 data collection limits

February 8, 2024

Manual traffic source dimensions and report

We've added user-scoped, session-scoped, and event-scoped variations of 8 new platform-agnostic traffic source dimensions. These new dimensions apply consistently across paid and organic traffic and across Google media and third-party media, enhancing your ability to analyze user behavior and performance in cross-channel reporting, explorations, segments, and audiences.

  • Manual source
  • Manual medium
  • Manual source / medium
  • Manual campaign name
  • Manual campaign ID
  • Manual term
  • Manual content
  • Manual source platform

These new dimensions are populated based on the UTM parameter values passed in click URLs for websites and the following new UTM values passed in the campaign_details event for mobile apps:

  • FirebaseAnalytics.Param.CAMPAIGN_ID
  • FirebaseAnalytics.Param.SOURCE_PLATFORM

The session-scoped dimensions are also available in a new Manual report, which you can access by clicking View Manual campaigns in the Acquisition overview report in the Life cycle collection. Learn more about the manual report

February 7, 2024

Search Ads 360 and Display & Video 360 linking for subproperties and roll-up properties

We’ve added the ability to link your subproperties and roll-up properties with Search Ads 360 and Display & Video 360. Linking functions exactly as it does for ordinary properties. Once linked, Google Analytics will send the same data in the same way as for ordinary properties.

With this capability clients can now share a subset of data from a subproperty, or a superset of cross-property data from roll-up, with Search Ads 360 or Display & Video 360 for advertising to subsets or supersets of your audience.

Learn how to link Google Analytics with Search Ads 360 and Display & Video 360.

January 31, 2024

Play Console recommendation

When we've identified an unlinked Google Play app associated with your Google Analytics property, you may now see a recommendation to link your Play Console account to Google Analytics. By linking your Play Console account, you get access to in-app purchase and subscription metrics in your Google Analytics 4 reports.

Learn more about recommendations

January 30, 2024

In-product help

We've added new help options to Google Analytics 4, designed to enhance your experience and provide instant support. These new options are accessible through the help button Help in the top-right corner of Google Analytics.

  • Learn about this page: Get detailed guidance on using the features on your current page in Google Analytics.
  • Start tour: Open a guided tour, where available, that walks through key procedures relevant to the current page.
  • Get more help: Find information in the Google Analytics Help Center or join the Google Analytics Help Community for further assistance.
  • Send feedback: Encounter an issue? Share your feedback with the Google Analytics team.

Learn more about in-product help

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