This article is about Google Analytics 4 properties. If you're using a Universal Analytics property, refer to the Universal Analytics section of this help center.

[GA4] Default channel grouping

Learn how Analytics classifies your traffic.

This article is for GA4 properties. Default channel grouping for Universal Analytics (UA) properties is covered in this article.

We recently made improvements to default channel grouping for Google Analytics 4 properties. Learn more

Channel groupings are rule-based definitions of your website's traffic sources that let you monitor the performance of all of the channels sending traffic to your website. 

When you navigate to the Acquisition > Traffic acquisition report, you'll see that the data is organized by the Session default channel grouping dimension. (Click Add to choose a secondary dimension.)

Default channel definitions

These definitions reflect Analytics' current view of what constitutes each channel. The following definitions are provided for your reference and may evolve as the market changes.

Channel definitions aren't case sensitive and can't be edited.

 

Channel Definition
Channels for Google Ads traffic
Paid Search

Traffic is Google Ads

AND

Google Ads ad network type is one of ("Google Search", "Google Partners")

Paid Video

Traffic is Google Ads

AND

Google Ads ad network type is one of ("YouTube Search", "YouTube Videos")

Display

Traffic is Google Ads

AND

Google Ads ad network type is one of ("Google Display Network", "Cross-network")

Paid Social

Traffic is Google Ads

AND

Google Ads ad network type is one of ("Social")

Channels for Display & Video 360 traffic
Display

Traffic is DV360

AND

DV360 creative format is one of (“Standard", "Expandable", "Native site square", "Backdrop", "Templated app install interstitial", "Deprecated","Native app install", "Native app install square", "Native site", "Templated app install", "Lightbox”)

Paid Video

Traffic is DV360

AND

DV360 creative format is one of ("Native video", "Video", "Templated app install video", "Flipbook")

Audio

Traffic is DV360

AND

DV360 creative format is one of ("Audio")

Paid Other

Traffic is DV360

AND

DV360 creative format is one of ("Publisher hosted", "Tracking", "Unknown")

Channels for manual traffic
Direct

Source exactly matches direct

AND

Medium is one of ("(not set)", "(none)")

Paid Shopping

(Source matches a list of shopping sites

OR

Campaign Name matches regex ^(.*(([^a-df-z]|^)shop|shopping).*)$)

AND

Medium matches regex ^(.*cp.*|ppc|paid.*)$

Paid Search

Source matches a list of search sites

AND

Medium matches regex ^(.*cp.*|ppc|paid.*)$

Paid Social

Source matches a list of social sites

AND

Medium matches regex ^(.*cp.*|ppc|paid.*)$

Paid Video

Source matches a list of video sites

AND

Medium matches regex ^(.*cp.*|ppc|paid.*)$

Display Medium is one of (“display”, “banner”, “expandable”, “interstitial”, “cpm”)
Organic Shopping

Source matches a list of shopping sites

OR

Campaign name matches regex ^(.*(([^a-df-z]|^)shop|shopping).*)$

Organic Social

Source matches a regex list of social sites

OR

Medium is one of (“social”, “social-network”, “social-media”, “sm”, “social network”, “social media”)

Organic Video

Source matches a list of video sites

OR

Medium matches regex ^(.*video.*)$

Organic Search

Source matches a list of search sites

OR

Medium exactly matches organic

Email

Source = email|e-mail|e_mail|e mail

OR

Medium = email|e-mail|e_mail|e mail

Affiliates Medium = affiliate
Referral Medium = referral
Audio Medium exactly matches audio
SMS Medium exactly matches sms
Mobile Push Notifications

Medium ends with "push"

OR

Medium contains "mobile" or "notification"

 

unassigned is the value Analytics uses when there are no other channel rules that match the event data.

(other) is the value Analytics uses for an aggregated row due to cardinality limits. Learn more

Analytics' list of sources and categories

If you would like us to add your search, social, video, or shopping site to the list or if you would like to make a change to your current listing, contact us at googleanalytics-channelgrouprequests@google.com. Google Analytics reviews these requests at least once per year and often more frequently. Inclusion is based on Google’s assessment of a number of factors including but not limited to whether a significant volume of traffic is sourced from a given search engine, social site, or shopping site.

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