Learn How Analytics Classifies Your Traffic or Lose.

Channel Groupings are rule-based groupings of your traffic sources. Throughout Analytics reports, you can see your data organized according to the Default Channel Grouping, a grouping of the most common sources of traffic, like Paid Search and Direct. This allows you to quickly check the performance of each of your traffic channels.

Fine-tuning your channel groupings is a good "account health" practice. Your goal is to define channels in alignment with business goals and to ensure you're collecting clean data for making solid business decisions.  Here is an applicable example.

The email marketing team sees that clicks from promotional email campaigns to our site are much lower than sessions.

To understand why first gather more information: You follow up with your email marketing team to get some context about their campaigns.

The team is trying to measure the performance of their promotional emails.

From their email marketing tool, they see the number of clicks on links to your site from these promo emails.

  • newsletters represent a distinct source of loyal users to the site.
  • We are interested to see newsletter performance as well.
  • Promotional emails are being accurately categorized in the email channel since they are using campaign parameters to set the “medium” value to “email”.
  • Since their newsletters also have “medium” set to “email,” the Email channel in the Channels report contains data for both promotional and newsletter emails.
  • You show the team how to apply a table filter to view data for each email type.

Since the team is interested in tracking the performance of each email type, you discuss setting up a Newsletter channel and: Convince the team to set source equal to “newsletter” in their campaign parameters for newsletters.


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