By now we're probably used to Google not spoiling us with updates, but let's sum up what happened in September. Note that I only cover the updates that, in my view, actually matter.
Adam Brzostek
Reading time: 1:00
Analytics news: September 2025
Google Analytics 4
Two new ad cost data imports
Since September, you can connect two new ad platforms to a GA4 property: Pinterest Ads and Snapchat Ads. Reddit Ads was already available before. Fully automated cost data import is definitely a good step that many people have been waiting for. But until we get an integration with Meta Ads, or at least TikTok Ads, only a small fraction of users will use this feature, at least in Poland.
Google Tag Manager
Unfortunately, GTM didn't treat us to anything new in September
Looker Studio
More sorting options
In Looker Studio tables, you can now sort data by up to 10 metrics or dimensions. A handy option.
