Analytics news: October 2025

Another month without any major breakthroughs, but a few updates caught my attention, and some of them may come in handy.

Google Analytics 4

More ad cost data imports

Last month I wrote that until we got cost imports for at least Meta or TikTok Ads, this feature would be practically useless. Well, in October the thing we'd been waiting for finally happened. Here's the current lineup of direct connectors:

I think only the first three really make sense for the Polish market, and the topic deserves its own write-up. So take a look at the article where I describe how to set up these imports, what data you can get, and the pros and cons of the whole solution: Importing ad platform costs into Google Analytics 4: Meta, TikTok and Pinterest

More metrics available for benchmarking

First, a reminder: to use benchmarking, you need to turn on the option below in the Data sharing settings of your account:

Benchmarking used to be limited to normalized metrics (such as percentages and rates). This update adds support for 20 more non-normalized metrics (absolute numbers such as "New users" or "Total revenue").

You'll find the feature on the Overview card on the Google Analytics Home page.

Here's a quick reminder of how to do it.

After you click the benchmarking icon

you can pick the category you're interested in from a really long list of options:

Here's what the results look like:

You choose the metric to compare from the list that appears when you click this button:

Google Tag Manager

Unfortunately, for yet another month GTM didn't treat us to anything new

Looker Studio

Stacking components vertically in responsive reports

Until now, components in the sections of a responsive report could only be arranged horizontally.

Now you have more freedom to arrange components within a single section, and you can stack them vertically too.

More metrics in the Google Ads connector

The Google Ads connector now offers additional metrics

• Conversions (by conv. time)
• Conv. value (by conv. time)
• All conv. (by conv. time)
• All conv. value (by conv. time)
• New vs. returning customers
• Gross profit
• Gross profit margin