Yes, Google Analytics 4 (GA4) is designed to integrate with a wide range of other marketing tools, primarily through the Google Marketing Platform and via APIs, allowing data to flow between systems for a more unified view of customer behaviour. This integration relies on data sharing permissions and connection configurations established by the user.
As of December 2025, GA4 natively integrates with Google Ads, allowing for enhanced conversion tracking, audience building for remarketing lists, and optimisation of ad spend based on GA4 data. Integration with Google Search Console now includes detailed organic search performance data within GA4 reports. Beyond Google products, GA4 offers integrations with numerous third-party platforms like HubSpot, Salesforce, and Mailchimp, typically facilitated through pre-built connectors or the GA4 Measurement Protocol API. The Measurement Protocol allows developers to send event data directly to GA4 from any internet-connected application, enabling custom integrations. Data privacy is managed through Google’s compliance with Australian Privacy Principles (APPs) and users must adhere to these when configuring data sharing. In 2026, Google is expected to further expand the number of pre-built connectors available within the GA4 interface, simplifying integration for businesses without dedicated development resources. Announced for 2027 is a planned update to the BigQuery export functionality, offering more granular control over data schema and export frequency.
GA4 functions as a central data hub, receiving information from connected marketing tools and providing a consolidated view of the customer journey.
