Google Analytics adds AI insights and cross-channel budgeting to Home page

Google Analytics is adding AI-powered Generated insights to the Home page and rolling out cross-channel budgeting (beta), moves designed to help marketers spot performance shifts faster and manage paid spend more strategically.

What’s happening. Generated insights now appear directly on the Google Analytics Home screen, summarizing the top three changes since a user’s last visit. That includes notable configuration updates, anomalies in performance and emerging seasonality trends — all without digging into detailed reports.

The feature is built for speed. Instead of manually scanning dashboards, marketers get a quick snapshot of what changed and why it may matter.

Cross-channel budgeting (Beta). Google is also introducing cross-channel budgeting in beta. The feature helps advertisers track performance across paid channels and optimize investments based on results.

Access is currently limited, with broader availability expected over time.

Why we care. These updates make it faster to spot performance shifts and easier to connect insights to budget decisions. Generated insights surface key changes automatically, reducing the time spent digging through reports, while cross-channel budgeting helps marketers allocate spend more strategically across paid channels.

Together, they streamline analysis and improve how quickly teams can

Bottom line. Together, Generated insights and cross-channel budgeting aim to reduce reporting friction and improve decision-making — giving marketers faster answers and more control over how they allocate budget across channels.

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