Why should we import to GA4?
You should have all revenue and cost data in one place to have a complete picture of your KPIs:
- Blended CPA / Blended ROAS
- MER
GA4 is the most logical and straightforward place to have it.
What do you need for that?
- UTM parameters in non-Google campaigns according to GA4 requirements. Add the utm_id parameter to all your final URLs in all marketing channels.
- Tool to get non-Google costs (Apps script, Supermetrics, etc.), or you can write them down manually
- Format your data to a template csv provided by Google.
How to do this?
- Go to Admin > Data Import
- Click Create data source
- Choose cost import, name it and upload the csv
- Map the data from the spreadsheet and upload it manually.
If you prepared your spreadsheet correctly, you should have a 100% upload rate, and the match rate should be as close as possible to 100%. Keep in mind that the match rate is calculated based on the last 90 days, so if you upload cost data for the previous 45 days, the match rate will be 50%.
When you have done this, a Non-Google cost report appears in your Reports UI. If you have done everything well, you will see impressions, clicks, revenue and ROAS from non-Google channels like Facebook or TikTok. It helps you to evaluate the overall performance of your marketing activities.
There is also an alternative to upload those costs via an SFTP server automatically, but the setup is tricky. However, if you do it, you will no longer have to do the manual imports and will have fresh campaign-level cost data daily.
