Google Analytics Default Channel Grouping Explained

Mauro Romanella About Page Linkedin Profile
26 June 2025

How Google Analytics Assigns (or Doesn’t Assign) Traffic.

happymeasuring.com How Google Analytics Assigns (or Doesn’t Assign) Traffic When UTM Parameters Are Present: — Recognized parameters → Traffic is assigned to the predefined default channel group (Example: utm_medium=email → Recognized as Email channel ) — Unrecognized parameters → Traffic is placed in the “Unassigned” channel group (Example: utm_medium=newsletter → Not recognized by GA4 ) 📋 Check Google’s documentation for the complete list of recognized UTM values and channel rules. Waterfall logic: GA4 checks rules in order and assigns traffic to the first matching channel. When UTM Parameters Are Absent: — Referral traffic If the source is a known platform → GA reassigns to the appropriate channel Examples: • google.com, bing.com → Organic Search • facebook.com, twitter.com → Organic Social • shopping.google.com → Organic Shopping 📋 Google provides a downloadable spreadsheet of known sources and their categories. To request additions/changes, email [email protected] Otherwise → remains classified as Referral — No referral information → Classified as Direct traffic (Common causes: HTTPS → HTTP transitions, browser privacy settings, mobile apps, etc.)

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