October 8, 2025
Each month, we share key updates across Google Marketing Platform tools. Here’s what’s new in September 2025.
Google Marketing Platform — September 2025 NEWS
October 8, 2025
Each month, we share key updates across Google Marketing Platform tools. Here’s what’s new in September 2025.
Svitlana Kryskova
Display & Video 360
[Reminder] Deprecation of Programmatic Guaranteed Bid Requests passed due to Frequency Metric – August 2025
In August 2025, the “Programmatic Guaranteed Bid Requests passed due to Frequency” metric will be deprecated.
It’s being replaced by more accurate, cost-based metrics that reflect real-time auction dynamics.
Use these new metrics in Report Builder:
- Programmatic Guaranteed: Programmatic Guaranteed Savings > PG Savings Reinvested from Frequency Cap
- Non-guaranteed & auction items: Savings > Savings Reinvested from Frequency Cap
[Reminder] Improvements to Added Reach Metrics – August 2025
- Updates to added reach metrics in Display Video 360 improve measurement and budget optimization.
- New metric Cost per Reach = Total Media Cost / Impression Reach, shows campaign efficiency.
- New Savings from Frequency Cap metrics help track cost savings from frequency management.
- For Programmatic Guaranteed, use: Programmatic Guaranteed Savings > PG Savings Reinvested from Frequency Cap.
- For other line items, use: Savings > Savings Reinvested from Frequency Cap.
- Old metric Programmatic Guaranteed Bid Requests passed due to Frequency is replaced.
These changes help improve performance insights and budget use.
[Reminder] Cross Campaign Optimization deprecation – Estimated September 1, 2025
Cross Campaign Optimization (CCO) will be deprecated.
Reason: Low adoption and the need to improve deal response latency.
Changes:
- It will no longer be possible to add Programmatic Guaranteed (PG) deals to multiple line items.
- All non-default line items targeting PG deals will stop serving.
What is CCO/CAO: It allows PG deals to be used across multiple campaigns or advertisers (also known as Cross Advertiser Optimization).
Alternative: Use Preferred Deals or create individual PG deals for each line item.
Campaign Manager 360
[Reminder] Web and App Split for Floodlight Activities – September 2025
- Starting September 2025, Floodlight activities in Campaign Manager 360 will separate web and app conversion data for any newly linked Google Analytics properties.
- Existing GA properties will continue combining web and app conversions for now.
- This change affects how conversion pings are collected and reported.
[Reminder] Improvements to Added Reach Metrics – August 2025
- Updates to added reach metrics in Campaign Manager 360 improve measurement and budget optimization.
- New metric Cost per Reach = Total Media Cost / Impression Reach, shows campaign efficiency.
- New Savings from Frequency Cap metrics help track cost savings from frequency management.
- For Programmatic Guaranteed, use: Programmatic Guaranteed Savings > PG Savings Reinvested from Frequency Cap.
- For other line items, use: Savings > Savings Reinvested from Frequency Cap.
- Old metric Programmatic Guaranteed Bid Requests passed due to Frequency is replaced.
These changes help improve performance insights and budget use.
[Reminder] Category setting in Floodlight activities – Estimated release: July 7, 2025
- A Category field is being introduced for Floodlight activities in Campaign Manager 360 and Display & Video 360.
- This allows for better organization and management of conversion events, aligning with Search Ads 360 and Google Ads where this feature already exists.
- If advertisers share Floodlight configurations with SA360, the initial category set in CM360 will sync to SA360.
- Subsequent edits to the category will not sync across platforms or accounts.
- Existing Floodlight activities must be updated manually, as they won’t have a predefined category and a value must be set to make further edits.
[Reminder] Creative Projects deprecation – Estimated end of Q3 2025
Creative Projects will be removed from Campaign Manager 360 in Q3 as a result of the deprecation of Ads Creative Studio (ACS).
This feature saw minimal usage by Campaign Manager 360 users, and therefore no further action is required
Google Analytics 360
[Update] Benchmarking support for unnormalized metrics – October 2
Google Analytics has expanded Benchmarking to include 20 additional unnormalized metrics (like “New users” or “Total Revenue”), enabling fairer comparisons of absolute values by adjusting for traffic volume. Additionally, a new diagnostic for User-ID issues has been launched to detect implementation errors and provide guidance for fixing them.
[Update] Import cost data from Pinterest Ads – September 26
You can now import cost data from Pinterest through a seamless integration with Google Analytics. This enables advertisers to automatically track Pinterest cost data within Google Analytics.
[Update] Google Analytics linking recommendation in Google Ads – September 24
Linking Google Ads or Google Marketing Platform accounts to Google Analytics is associated with a 23% increase in conversions and a 10% decrease in cost per conversion. A new Google Ads recommendation now highlights unlinked Analytics properties and allows eligible users to link them with one click from the Campaigns page.
[Update] Import cost data from Snap ads – September 17
You can now import cost data from Snap through a seamless integration with Google Analytics. This enables advertisers to automatically track Snap cost data within Google Analytics.
[Reminder] Improved ecommerce data availability and usability – August 25
Ecommerce dimensions (default + custom) are now available in:
- Secondary dimensions, filters, comparisons, and custom reports.
- Ecommerce metrics (default + custom) are now available in custom reports.
All match types are now supported in filters/comparisons for ecommerce dimensions — except when using event-scoped metrics, where only exact match still applies.
[Reminder] Improved conversion data completeness – August 6
- Conversion data completeness improved for GA properties linked to 2+ Google Ads accounts.
- Helps avoid under-reporting when using paid + organic conversion credit sharing with Google Ads.
- No impact on Google Ads reporting or bidding.
- No action required from users.
[Reminder] Import cost data from Reddit Ads – July 21
You can now import Reddit Ads cost data into Google Analytics through a native integration. This enables automatic cost tracking within GA.
For lead generation-focused customers, Google Analytics introduces new default reports and 8 audience templates.
New reports include:
- Lead Acquisition Report: shows first-time visits from potential leads, focusing on user-level attributes.
- Lead Disqualification and Loss Report: outlines why some leads didn’t qualify or convert.
New lead gen audience templates help isolate users at different funnel stages. Example use cases:
- Qualified Leads: target them to encourage conversion.
- Converted Leads: exclude current customers from prospecting/remarketing.
- New Leads: retarget and nurture toward conversion
[Reminder] Item data import improvements – July 14
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.
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