Updated: April 23, 2026
This article explains the Cross-network channel in Google Analytics 4 (GA4)—a channel grouping that often causes confusion, especially for users familiar with Universal Analytics (UA).
What is Cross-network
GA4 introduced Cross-network as a new default channel grouping that did not exist in UA.
According to Google’s definition:
Cross-network represents traffic driven by ads that run across multiple Google ad networks (e.g., Search, Display, YouTube, Discover).
The phrase “across multiple networks (e.g., Search and Display)” often leads to misunderstandings.
A common question is: If traffic comes from Search or Display, why isn’t it categorized under those channels?
Let’s clarify.
How Cross-network Is Actually Defined
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.
Why GA4 Groups Them as Cross-network
Since these campaigns:
- Do not belong to a single channel (e.g., only Search or only Display)
- Continuously optimize delivery across multiple networks
GA4 consolidates them into one unified channel: Cross-network