In a world where businesses make decisions based on data, Google Analytics 360 remains at the heart of the Google Marketing Platform (GMP) ecosystem. For companies striving for maximum accuracy in measuring performance and unifying online and offline data, GA 360 is an essential tool.

In 2025, Google continues to enhance Analytics 360, making it more deeply integrated, more flexible, and fully aligned with the latest privacy standards.

What is Google Analytics 360

Google Analytics 360 (GA360) is the enterprise version of Google Analytics, designed for large brands, agencies, and businesses that require advanced, in-depth analytics.

It’s part of the Google 360 Suite — a collection of marketing products that help collect, integrate, and analyze data across every customer touchpoint.

Key capabilities of GA360:

• Expanded data limits (billions of events, unlimited hits, and detailed reports);
• Seamless integration with BigQuery, Display & Video 360, Campaign Manager 360, and Google Ads;
• Accurate cross-channel attribution;
• Full support for first-party data and audience segmentation;
• SLA-backed support and enterprise-grade data security.

What’s new in Google Analytics 360 in 2025

In 2025, Google continues to evolve Google Analytics 360 (GA4 360) as an enterprise-grade platform for advanced marketing analytics. This year’s updates focus on data accuracy, ad network integrations, and expanded reporting capabilities.

1. Benchmarking with support for non-normalized metrics (October 2, 2025)

Google has enhanced the Benchmarking feature by adding support for 20 new non-normalized metrics, including New Users and Total Revenue. This update allows businesses to compare absolute performance indicators with other companies while factoring in traffic volume. It also introduces a new User-ID diagnostics tool that detects and helps fix issues related to user identification.

2. Import of ad spend from Pinterest, Snap, and Reddit Ads (July–September 2025)

GA360 now supports ad spend import from Pinterest Ads, Snap Ads, and Reddit Ads. This update enables advertisers to automatically consolidate spend data from multiple platforms directly within the Google Analytics interface — simplifying cross-channel performance analysis and ROI evaluation.

3. Recommendations for linking Google Ads accounts (September 24, 2025)

Google Ads now provides an automatic recommendation for users whose accounts are not yet linked to Google Analytics. According to Google’s data, linking accounts can increase conversions by 23% and reduce cost per conversion by 10%, making it a key optimization step for advertisers.

4. Improved product data import (July 2025)

GA4 360 now supports item-scoped custom dimensions, allowing you to add enriched product information without requiring a product ID. This enhancement is especially valuable for e-commerce businesses with large catalogs, providing more flexible and detailed product-level reporting within Google Analytics.

Why choose newage. as your Google 360 partner

newage. is a certified Google 360 Partner that helps companies implement Google Analytics 360 and integrate it across the entire Google Marketing Platform (GMP) ecosystem.

We help you:

• Fully configure Google Analytics 360 for your business needs;
• Integrate with BigQuery, Display & Video 360, and Campaign Manager 360;
• Build a unified analytics ecosystem where every click turns into actionable insight.

With newage., your data works for results — not just measuring, but predicting. Case studies from our practice:

• Enhanced Conversions implementation in Google Ads and GA4

We helped a client implement Enhanced Conversions, enabling more accurate ad performance tracking even with partial cookie consents. Result: improved attribution accuracy and more reliable data for optimization. Case: Enhanced Conversions Implementation Story

• E-commerce — launching analytics without chaos

We delivered a full GA4 implementation cycle for an e-commerce platform: from event setup to BigQuery integration and Looker Studio reporting. Result: a holistic view of user journeys and conversions across all touchpoints. Case: Launching eCommerce Without Chaos by newage.

• Consent Mode — preserving analytics and ad efficiency

Our experts guided a client through a smooth transition to Consent Mode v2 without data loss. With proper GTM 360 and GA4 configuration, the analytics pipeline remained intact and campaigns stayed fully measurable. Case: Consent Mode Without Harming Ad Analytics

In 2025, Google Analytics 360 (now GA4) became the new standard for enterprise analytics. The transition from Universal Analytics to GA4 has given businesses expanded capabilities — real-time data streaming in BigQuery, an enhanced Consent Mode, deeper integration with Looker Studio, and simplified management across teams and platforms.

With newage. agency, an official Google 360 Partner, you gain not just a tool but a comprehensive data-driven ecosystem built around your business goals — where every insight fuels smarter decisions.