Google Analytics is introducing cross-channel budgeting tools designed to help marketers plan and manage their ad spend across various marketing channels.

Within Google Analytics, users can now create two different kinds of plans. Projection plans allow marketers to forecast performance and see whether campaigns are on track to hit spend, conversions, and revenue targets. The scenario planning tool, meanwhile, enables marketers to model different budget levels to compare how specific adjustments to spend might impact returns. 

The cross-channel budget planning tools are currently in beta and will be rolled out to Google Analytics customers gradually over the coming months, a company spokesperson told ADWEEK. 

Taken together, the features act as a planning dashboard—not to change existing budgets or in-flight campaigns, but to provide data-backed recommendations and forecasts for future spend allocation. 

In a post Thursday, Google Analytics director of product management Steve Ganem positioned the update as part of the platform’s broader efforts to enhance performance measurement and budgeting. He suggested that projection plans and scenario plans could be used in tandem with attribution and conversions reporting features integrated into Google Analytics earlier this year. 

“Our long-term vision is to give you a truly unified and simplified measurement experience that will enable you to confidently make advertising budget decisions,” Ganem wrote.

Other recent Google Analytics updates include more flexible options for conversion tracking and automated importing of cost and impression data from platforms including Meta, TikTok, Snap, Reddit, and Pinterest. 

Last week, Google posted its first-ever $100 billion quarter, with significant revenue growth stemming from its Cloud business and YouTube advertising. The tech behemoth is on track to shell out between $91 billion and $93 billion in expenditures this year, with much of it going toward AI investments.