Channel groupings in Google Analytics and Salesforce
Updated
What is Channel Grouping ?
A channel group is a set of channels, which are rule-based categories of your website's traffic sources. Analytics has a default channel group of predefined channels.
Why do we use channel grouping ?
- Streamlined Traffic Analysis: Categorizes user interactions into meaningful groups for a clearer view of traffic sources.
- Improved Marketing Insights: Identifies the most effective marketing channels, facilitating campaign optimization.
- Efficient Resource Allocation: Helps allocate resources more effectively by understanding which channels perform best.
- User Behavior Understanding: Aids in comprehending user behavior, allowing for enhanced engagement strategies.
- Data-Driven Decision-Making: Enables data-driven decisions, adapting to changing market dynamics for better performance.
List of Channels in Default Channel Group
Google Analytics have a default set of rules which already caters for traffic source categorization. The main UTM parameters used in this categorization are the utm_source, utm_medium and utm_campaign which are must have
Default Channel grouping are used in website dashboards as filter or as main dimensions.
The categorization rules are listed below :
Channel Name | Definition | Source | Medium |
Direct | Direct is the channel by which users arrive at your site/app via a saved link or by entering your URL. | not set or null | not set or null |
Marketing emails (list emails, newsletters, nurture mails, email signatures, ….) | contains countrycode-campaign-name-languagecode-typeofasset-channel | Medium = email|e-mail|e_mail|e mail | |
Organic Search | Organic Search is the channel by which users arrive at your site/app via non-ad links in organic-search results. | Source matches a list of search sites | organic |
Organic Social | Organic Social is the channel by which users arrive at your site/app via non-ad links on social sites like Facebook or Twitter. | Source matches a regex list of social sites | Medium is one of (“social”, “social-network”, “social-media”, “sm”, “social network”, “social media”) |
Organic Video | Organic Video is the channel by which users arrive at your site/app via non-ad links on video sites like YouTube, TikTok, or Vimeo. | Source matches a list of video sites | Medium matches regex ^(.*video.*)$ |
Referral | Referral is the channel by which users arrive at your site via non-ad links on other sites/apps (e.g., blogs, news sites). | No defined source, can be domain name for example. | Medium is one of ("referral", "app", or "link") |
Paid Search | Paid Search is the channel by which users arrive at your site/app via ads on search-engine sites like Bing, Baidu, or Google. | Source matches a list of search sites | Medium matches regex ^(.*cp.*|ppc|retargeting|paid.*)$ |
Paid Social | Paid Social is the channel by which users arrive at your site/app via ads on social sites like Facebook and Twitter. |
Source matches a regex list of social sites | Medium matches regex ^(.*cp.*|ppc|retargeting|paid.*)$ |
Paid Video | Paid Video is the channel by which users arrive at your site/app via ads on video sites like TikTok, Vimeo, and YouTube. | Source matches a list of video sites | Medium matches regex ^(.*cp.*|ppc|retargeting|paid.*)$ |
