How to Get Default Channel Groupings Right
The rules Google Analytics uses to assign each visit to a channel, such as Organic Search, Paid Social or Email, based on source, medium and campaign values.
Samir Haddad
At a glance
- Inputs source, medium and campaign values
- Unassigned traffic that does not match any channel rule
- Custom channel groups GA4 lets properties define their own groupings
- Paid channels depend on medium values such as cpc or paid
Why it matters
Why it matters: When campaign tags do not match the rules, traffic lands in Unassigned or the wrong channel, making channel reports unreliable.
Best practice
- Use medium values that match Google's channel definitions
- Review Unassigned traffic regularly
- Create a custom channel group for your needs
- Document tagging conventions for all teams
- Check new campaigns land in the right channel
Common pitfalls
Watch out for:
- Invented medium values that fall into Unassigned
- Tagging paid social as organic
- Changing conventions without updating reports
- Ignoring large Unassigned numbers
When to call in a specialist
Bottom line Bring in help when a large share of traffic is Unassigned, or when channel reports contradict ad platform data.
Where this comes from
- Google Analytics Help — Default channel group
- Google Analytics Help — Collect campaign data with custom URLs
The figures and practices above come from the sources listed.
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