Google Analytics 4 (GA4) introduces many changes from Universal Analytics, and one of the most important updates for marketers is the “Cross-Network” channel. If you’re running ads across multiple Google platforms like Search, Display, YouTube, or Discover, understanding this new traffic source is crucial.
This guide explains what Cross-Network means in GA4, how it works, which campaigns fall under it, and how you can use this data to make smarter decisions.
What is Cross-Network in GA4?
Cross-Network is a traffic channel in GA4 that groups users who arrive at your website via ads shown across multiple Google advertising platforms. These campaigns are not limited to just one network like Search or Display they use a mix of placements across the Google ecosystem.
For example, if you’re running a Performance Max campaign, your ads might appear on:
- Google Search results
- YouTube videos
- Gmail
- Google Display Network (GDN)
- Google Discover
Since the campaign doesn’t belong to one specific channel, GA4 classifies this under Cross-Network in your reports.
Why Google Introduced the Cross-Network Channel
In Universal Analytics, traffic from multi-channel campaigns often got lumped into categories like “Paid Search” or “Display.” This was misleading because it didn’t reflect the actual reach of the campaigns.
GA4 aims to provide more accurate attribution by separating these multi-platform campaigns into a dedicated Cross-Network channel. This helps marketers:
- Understand which campaigns are working across platforms
- Avoid double-counting or mislabeling traffic
- Make better advertising and budget decisions
Which Campaign Types Fall Under Cross-Network?
Currently, the following Google Ads campaign types contribute traffic to the Cross-Network channel in GA4:
1. Performance Max Campaigns
- These use Google’s AI to run your ads across all available channels.
- Since they don’t stick to one placement, they are automatically grouped into Cross-Network.
2. Demand Gen Campaigns
- These target users on YouTube, YouTube Shorts, Gmail, and Discover.
- The focus is on visual storytelling and driving conversions across multiple platforms.
Note: Smart Shopping campaigns used to be part of this grouping but were replaced by Performance Max in 2022.
Where to Find Cross-Network Data in GA4
To see how Cross-Network campaigns are performing:
- Open GA4 and go to the left-side menu.
- Click on “Reports.”
- Navigate to “Acquisition” > “Traffic Acquisition.”
- Look at the “Default Channel Grouping” column.
- Find the row labeled Cross-Network.
You can use secondary dimensions like:
Session campaignSource/mediumLanding page
This will give you more detailed insight into the specific campaigns contributing to Cross-Network traffic.
How to Use Cross-Network Data Effectively
Here’s how analyzing Cross-Network data in GA4 can benefit your marketing strategy:
1. Track Multi-Platform Campaign Performance
You can measure how campaigns across Search, YouTube, and Display work together to bring users to your site.
2. Improve Budget Allocation
If Cross-Network campaigns are generating higher conversions or engagement, you might choose to invest more in Performance Max or Demand Gen campaigns.
3. Refine Ad Targeting
Understanding which types of users respond to multi-channel ads helps you optimize audience targeting in future campaigns.
4. Enhance Attribution Accuracy
By separating Cross-Network traffic from Paid Search or Display, GA4 gives you a clearer picture of user journeys and touchpoints.
How It Differs from Other GA4 Channels
Let’s quickly compare Cross-Network with other default GA4 traffic channels:
| Channel | Description |
|---|---|
| Paid Search | Traffic from ads on Google Search results |
| Display | Traffic from the Google Display Network (GDN) only |
| Cross-Network | Traffic from multi-platform campaigns like P-Max |
So if you’re running a Performance Max campaign, don’t expect to see its traffic under Paid Search or Display it will show up under Cross-Network.
Wrapping Up
The Cross-Network channel in GA4 is a major improvement for marketers who run multi-platform campaigns through Google Ads. It gives you a clearer and more organized view of how your advertising is performing across Google’s ecosystem.
By understanding and monitoring this new channel, you can make more accurate decisions, improve your campaign strategy, and ultimately get better results from your ad spend.
