Google Analytics Rolls Out Scenario Planner

Google Analytics has rolled out two new features—Scenario Planner and Projections—designed to help advertisers plan budgets and monitor campaign performance more efficiently across multiple paid channels. These tools are part of the platform’s cross-channel budgeting feature, which is currently in beta and not yet available to all properties, but they signal Google’s growing focus on integrated campaign management.

What Are Scenario Planner and Projections?

Both tools are intended to support advertisers at different stages of campaign planning and execution. Scenario Planner is aimed at forward-looking planning. It allows advertisers to model various budget allocations across channels and forecast how those changes might influence outcomes such as conversions, revenue, or return on investment. Essentially, it provides a virtual sandbox for testing different strategies before campaigns are launched, helping teams anticipate the impact of their decisions.

Projections, meanwhile, is focused on live campaigns. It helps advertisers track whether spending is on pace to achieve their goals, offering insights into projected budget delivery, conversions, and revenue by channel. By monitoring these metrics in real time, advertisers can make informed adjustments mid-campaign rather than waiting for post-campaign reports.

Google recommends using these tools together. Scenario Planner can establish a forward-looking plan, while Projections allows advertisers to monitor and refine campaigns against that plan, ensuring resources are allocated efficiently.

Cross-Channel Insights

A key benefit of these tools is that they are not limited to Google Ads data. Advertisers can import cost and performance data from both Google and non-Google paid channels, giving a complete view of multi-channel campaigns. This cross-channel perspective is particularly valuable for advertisers who manage spend across various platforms, as it allows them to compare performance consistently and identify areas where reallocating budget could yield better results.

Eligibility Requirements and Limitations

Not every Google Analytics user will have access immediately. To use Scenario Planner and Projections, advertisers must meet certain criteria:

At least one year of conversion data
Channels with cost data compatible with Primary Channel Grouping
A minimum of one year of campaign data from at least two channels, including both Google and non-Google

It’s also important to note that both tools rely on modelled estimates based on historical performance. The outputs are directional rather than guaranteed, meaning they should be used as guides rather than definitive predictions. Advertisers with incomplete data, inconsistent conversion tracking, or limited cost imports may see less accurate results.

Why Advertisers Should Care

Traditionally, budget planning and performance monitoring have been separate processes. Teams would often rely on spreadsheets or internal forecasts for planning, while Google Analytics and ad platforms would track performance after the fact. This separation made it challenging to evaluate the real-time effectiveness of budget decisions.

By integrating planning and monitoring into one platform, Scenario Planner and Projections provide a more seamless workflow. Advertisers can simulate budget allocations ahead of time and track campaign pacing once campaigns are active, all within Google Analytics. This integration helps teams spot underperforming channels, optimise budgets, and make quicker, data-driven decisions.

Practical Use Cases

For marketers managing multiple campaigns across different platforms, these tools offer tangible benefits. Scenario Planner can be used to test various budget allocation scenarios, such as increasing spend on high-performing channels or experimenting with new ad formats, while Projections can reveal whether current campaigns are likely to hit revenue or conversion targets. Together, they create a more proactive approach to campaign management.

Looking Ahead

While still in beta, Scenario Planner and Projections represent a meaningful step toward more sophisticated, integrated advertising analytics. Their success will depend on how many advertisers meet the eligibility criteria and how reliably the tools can forecast outcomes.

For teams with the right data setup, these features provide a practical way to plan, track, and optimise budgets without leaving the Google Analytics ecosystem. Over time, they may become an essential part of multi-channel campaign strategy, helping advertisers make more informed decisions and achieve better results from their paid media spend.