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

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