Updated: December 19, 2025
This article explains the Cross-network channel in GA4.
What is Cross-network
GA4 introduces a new channel called Cross-network, which didn’t exist in Universal Analytics (UA).
According to the official documentation:
Cross-network is the channel by which users arrive at your site/app via ads that appear on a variety of networks (e.g., Search and Display).
Including Search and Display？
Many users find this wording confusing. Let’s clarify.
Cross-network Definitions
Cross-network in GA4 is defined as follows:
Source platform is “Google Ads”
AND
Google Ads ad network type is one of (“Cross-network“)
Cross-network includes Demand Gen, Performance Max and Smart Shopping.
OR
Google Ads campaign type is one of (“Performance Max”, “App”, “Smart”, “Demand Gen”, “Local”)
Because these campaigns are delivered across multiple ad networks, not limited to a single network like Search or Display.
Example:
- Demand Gen runs on Discover, YouTube, and Gmail.
- Performance Max covers YouTube, Display, Search, Discover, Gmail, and Maps.
- Smart Shopping displays ads across Search, Display, YouTube, and Gmail.
GA4 consolidates traffic from these multi-network campaigns under Cross-network, giving advertisers a clearer view of overall cross-channel performance.
