GA4 cross-channel budgeting (projections and scenario plans) entered beta in the Advertising section

Cross-channel budgeting lets advertisers track paid-channel pacing against KPIs with projection plans and model ROI at different budget levels with scenario plans; requires a linked Google Ads account and is planning-only (does not change spend).

Listed again in the February 10, 2026 release notes. Help center notes a DDA-based model in beta for standard and 360 customers, and a Meridian-based model in alpha for select 360 customers.