This article provides information on the latest releases in Google Analytics for this year. For information on releases from past years, see the What's New archive .
Releases
January 16, 2026
Cross-channel budgeting (Beta)
The Google Analytics team is excited to announce the release of cross-channel budgeting. Use cross-channel budgeting to track performance and optimize paid channel investments.
- Projection planshelp you identify areas for improvement and make quick optimization decisions. You can see how advertising channels are expected to perform against your performance indicators (KPIs) like spend, conversions, and revenue.
- Scenario planshelp you determine the optimal distribution of your budget for future media initiatives by letting you explore potential ROI at different budget levels.
With these tools, you'll be able to answer critical questions like, "Is my spend on track?", "How many future conversions are forecasted based on my planned spend?" and “How should I allocate my budgets to maximize revenue and ROI?”
Learn more about cross-channel budgeting
Improved web conversion management and reporting capabilities for Google Ads customers (Beta)
More flexible web conversion management tools and new cross-channel reporting features are now available for marketers and advertisers.
Conversion attribution settings are now adjustable independently for every conversion, enabling customers to fine-tune their bidding strategies in Google Ads, eliminate a common cause of conversion reporting discrepancies versus Google Ads, and gain greater confidence in the efficacy of their ad spend.
We’re also adding more comprehensive cross-channel reporting features and capabilities, including new reporting dimension filters, to unlock new insights.
Learn more about cross-channel conversion reporting in Analytics
Conversion attribution analysis report (Beta)
The Conversion attribution analysisreport is a new addition to the advertising workspace that provides customers with the ability to uncover the full value of their marketing channels across the entire customer journey.
This report helps you visualize how different touchpoints contribute to your bottom line through two specialized views:
- Assisted conversions (Last Click)
:This view allows you to see "Assists"—touchpoints that engaged customers early in their journey but weren't the final click. This is essential for identifying undervalued upper-funnel channels, such as YouTube or Demand Gen, that drive interest before a final search or direct visit.
- Refined funnel analysis (Data-driven attribution)
:This view categorizes touchpoints into Early, Mid, and Late stages. We now separate single-touchpoint paths from multi-touchpoint journeys, giving you a clearer picture of which campaigns are closing complex journeys versus those that act as standalone drivers.
By using these new insights, advertisers can better justify upper-funnel spend and build a more holistic budget strategy that rewards every stage of the funnel.
