This article is in conjunction with the article: Understanding Channels in Google Analytics where I explained the concept of traffic sources, medium, and channels in great detail.
I also explained how to create your own marketing channels in GA. If you have not already read that article, then I would suggest you read it first.
The knowledge acquired through that article will help you greatly in understanding the concept of channel grouping.
In this present article, I will take you one step further and show you how to create and use channel grouping for advanced data analysis.
What is channel grouping in Google Analytics?
Channel grouping is a rule-based grouping of marketing channels.
Channels groups are created for two main reasons:
To change the way Google Analytics label and aggregate the incoming traffic for advanced data analysis.
To quickly check the performance of a set of marketing channels or set of traffic sources.
There are four types of channel groupings available in Google Analytics:
What is the default channel grouping in Google Analytics?
The default channel grouping (also known as ‘default Non-MCF channel grouping’) is a rule-based grouping of marketing channels that is applied to standard (Non-MCF) reports in Google Analytics.
Editing a default channel grouping in Google Analytics
Avoid any edits to the default channel grouping unless you are absolutely sure what you are doing. Unless you understand exactly how to interpret the GA reports going forward.
Any edits to the default channel grouping will permanently change how new traffic is classified and reported by Google Analytics.
I edited the default channel grouping just to show you how to do it.
By editing the default channel grouping you can:
Redefine a default marketing channel.
Add a new marketing channel to the default channel grouping.
Remove a marketing channel from the default channel grouping.
How to redefine a default marketing channel?
Avoid changing the definition of default marketing channels unless you are absolutely sure what you are doing. Unless you understand exactly how to interpret the GA reports going forward.
Any edits to a default marketing channel will permanently change how new traffic is classified and reported by Google Analytics.
I edited the default marketing channel just to show you how to do it.
Let us suppose you want to change the definition of the default marketing channel called ‘Social’. You only want the traffic coming to your website from traffic sources like Facebook, Twitter and LinkedIn to be all labelled as Social traffic.
Although you can’t change the system definition of the Social channel (which is ‘System defined channel‘ matches ‘Social‘), you can redefine the Social channel by using a different dimension (i.e. a dimension other than system defined channel).
Follow the steps below to redefine the Social marketing channel in Google Analytics:
Step-1: Navigate to the ‘Admin‘ section of your main reporting view in Google Analytics.
Step-2: Under the ‘View‘ column, click on Channel Settings > Channel Grouping:
Step-3: Click on the ‘Default Channel Grouping‘ link:
Step-4: Click on the pencil icon next to ‘Social‘:
Step-5: Remove the system definition of Social by clicking on the ‘-‘ button next to it:
After removing the system definition, your ‘Social’ channel is going to look like the one below:
Step-6: Define a new rule for the ‘social’ channel as shown below:
Let us suppose you want to change the definition of the default marketing channel called ‘Direct’.
You also want GA to label the traffic from the website optimizesmart.com / referral as direct traffic.
To change the definition of the Direct marketing channel, follow the steps below:
Step-1: Navigate to the ‘Admin‘ section of your main reporting view in Google Analytics.
Step-2: Under the ‘View‘ column, click on Channel settings > Channel grouping.
Step-3: Click on the ‘Default channel grouping‘ link.
Step-4: Click on the pencil icon next to ‘Direct‘:
Step-5: Click on the ‘OR’ button:
Note: Do not click on the ‘AND’ button. Be careful with the ‘AND’ button whenever you are editing a default marketing channel. If used incorrectly, it can easily skew your analytics data for good. The ‘OR’ and ‘AND’ buttons work just like the logical operators OR and AND.
Step-6: Add a new rule with the following configuration:
Step-7: Click on the ‘Done’ button and then click on the ‘Save’ button at the bottom.
Now, going forward, the direct traffic will also include traffic from the website optimizesmart.com. That is how you can change the definition of a default marketing channel in GA.
Avoid changing the definition of Direct traffic unless you are absolutely sure what you are doing. I changed the definition just to show you how to redefine a marketing channel.
How to add a new marketing channel to the default channel grouping?
To add a new marketing channel to the default channel grouping follow the steps below:
Step-1: Navigate to the ‘Admin‘ section of your main reporting view in Google Analytics.
Step-2: Under the ‘View‘ column, click on Channel settings > Channel grouping.
Step-3: Click on the ‘Default channel grouping‘ link.
Step-4: Click on the ‘Define a new channel‘ button:
Step-5: Name your new marketing channel and define the rules for your new channel like the one below:
Here I have created a new marketing channel called ‘Optimize Smart Newsletter‘ to measure the performance of my newsletter campaigns.
Step-6: Click on the ‘Done‘ button.
Step-7: Scroll down to the bottom of your screen and then click on the ‘Save‘ button.
Now going forward, my default channel grouping will also include a new marketing channel called ‘Optimize Smart Newsletter’:
Avoid adding new marketing channels to the default channel grouping. This is because it could inflate your aggregate data if your setup is not correct.
For example,
If you are adding a new marketing channel for your newsletter to the default channel grouping, then you would need to make sure that the Email marketing channel does not record traffic data from your newsletter.
Otherwise, GA will count your newsletter traffic twice while computing aggregates.
You should avoid adding a new channel to the default channel grouping if:
You are not 100% sure about your new setup.
You don’t really understand how to interpret analytics reports going forward.
Instead, create and use custom marketing channels and custom channel grouping.
How to remove a marketing channel from the default channel grouping
Avoid deleting a marketing channel from the default channel grouping unless you are absolutely sure what you are doing.
I removed a marketing channel from the default channel grouping just to show you how to do it.
To remove an existing marketing channel from the default channel grouping, follow the steps below:
Step-1: Navigate to the ‘Admin‘ section of your main reporting view in Google Analytics.
Step-2: Under the ‘View‘ column, click on Channel Settings > Channel Grouping.
Step-3: Click on the ‘Default Channel Grouping‘ link.
Step-4: Click on the cross button next to the marketing channel you want to remove:
Step-5: Click on the ‘Delete Rule‘ button:
Step-6: Scroll down to the bottom of your screen and then click on the ‘Save’ button.
Some important points to remember:
Avoid removing any default marketing channel from the default channel grouping unless you absolutely understand the implications.
Whatever changes you want to make, do them in a custom channel grouping. Keep default channels and the default channel grouping intact.
Any changes to the default channel grouping will permanently change the way new traffic is labelled in GA reports. However, this change does not affect historical data.
What is custom channel grouping?
Custom channel grouping (also known as ‘custom Non-MCF channel grouping’) is a rule-based grouping of marketing channels that is applied to standard (Non-MCF) reports in Google Analytics.
When you create a new custom channel grouping, you can apply it retroactively (i.e. you can apply it to historical data). However, when you edit a default channel grouping, you cannot apply it retroactively.
This is one big advantage of creating a custom channel grouping instead of just editing the default channel grouping.
Advantages of using custom channel grouping
When you use custom channel grouping, you can:
Report the performance of marketing channels much more accurately.
You make the Google Analytics reports much easier to understand esp. for your clients.
When and why you should use Custom Channel grouping?
You should create and use custom channel grouping when:
Google Analytics reports the performance of a marketing channel via several different referrers.
You are using a user-defined traffic source and/or user-defined medium.
Different traffic sources are part of the same marketing channel.
You want to make a Google Analytics report easier to understand for your client.
For example, Google Analytics can report traffic from Facebook via several referrers:
In order to see all of the Facebook traffic in your GA report, follow the steps below:
However, this is not the best way to analyse Facebook traffic data every single day. What I suggest is to create a new custom channel-group just for Facebook.
When you create a custom channel group for Facebook Traffic, you will almost always see the most accurate data about the Facebook marketing channel.
Let us suppose Google Analytics report traffic from Facebook as:
facebook.com / referral – 965 sessions
l.facebook.com / referral – 19 sessions
m.facebook.com / referral – 13 sessions
facebook.com / social – 10 sessions
facebook / social – 1 session
web.facebook.com / referral – 1 session
Now if you are not very careful, you may just take the traffic from facebook.com / referral into account while interpreting reports.
You can then draw the conclusion that Facebook sent 965 visits (aka sessions) to the website in the last month.
In fact, Facebook sent 1,009 visits (965 + 19 + 13 + 10 + 1 +1) to the website in the last month.
So when you take only facebook.com / referral traffic into account while trying to understand the performance of the Facebook marketing channel, you are most likely to misinterpret the data and draw wrong conclusions.
The traffic from all of these traffic sources is basically Facebook traffic.
But Google Analytics is not going to automatically consolidate all of this data and report it to you as Facebook traffic. This is something you need to do manually.
You would need to identify all the traffic sources (referrers) that belong to Facebook. Then you would need to consolidate the data from different Facebook referrers into one custom Facebook channel.
To accomplish this task, you will need to create a custom channel for Facebook via custom channel grouping:
Similarly, Google Analytics can report traffic from Google Ads via several referrers.
For example, Google Analytics can report traffic from Google Ads as:
google / cpc – 430,635 sessions
google / ppc – 133,147 sessions
google / CPC – 7,278 sessions
So if you are not very careful, you may just take the traffic from google /cpc into account while interpreting reports.
You can then draw the conclusion that Google Ads sent 430,635 visits to the website in the last month.
In fact, Google Ads sent 571,060 visits (430,635 + 133,147 + 7,278) to the website in the last month.
Now, how many marketers go through the trouble of consolidating all of the marketing channel data before interpreting it?
Not many.
This scenario is quite common and occurs mainly when:
The ad campaigns were tagged without any proper thought or planning.
When the campaign tracking parameters do not match the Google Analytics predefined channel rules.
For example, someone could first choose to tag their ad campaigns with ‘CPC’ as the traffic medium and then later tag the new campaigns with ‘cpc‘ as the medium.
And then, further down the line, tag new ad campaigns with ‘ppc‘ as a medium.
In that case, Google Analytics can report Google Ads traffic as:
google / cpc – 430,635 sessions
google / ppc – 133,147 sessions
google / CPC – 7,278 sessions
In Google Analytics, the names of traffic sources and traffic mediums are case sensitive. So, google / cpc is different from: Google / cpc, google / CPC or GOOGLE / CPC.
But in reality, they still all refer to the same marketing channel, i.e. Google Ads.
Many marketers are not aware of this issue or do not always religiously filter out such data every time they interpret the traffic reports.
Many take only those traffic sources into account that appear as the top 10 in the GA acquisition reports.
Google Analytics is not going to automatically consolidate the traffic data from ‘google / cpc’, ‘google / ppc’ and ‘google / CPC’ and report it to you as Google Ads traffic.
This is something you need to do manually.
If you don’t do it, then you will get poor analytical insight from your GA reports.
So, you would need to identify all the traffic sources (referrers) which are basically Google Ads Traffic.
Then you need to consolidate the data from different traffic sources into one custom Google Ads channel.
To accomplish this task, you will need to create a new custom channel for Google Ads via custom channel grouping:
Sometimes, different traffic sources are a part of the same marketing channel. In that case, you should create and use custom channel grouping.
For example, Google Analytics can report traffic from email as:
Now if you are not very careful, you may just take the traffic from Newsletter /email into account while interpreting reports.
You can then draw the conclusion that email sent 1780 visits to your website.
So you would need to create a new custom channel group just for email:
Another advantage of using the custom channel grouping is that you can make GA reports much easier to understand for the ‘average Joe’.
Google Analytics reports are not always easy to understand. For example, consider the following traffic report:
The only terms which look familiar to a not-so-Google-Analytics-savvy person (like your client) are Google and Facebook. All others are alien terminology.
So even after having all the website usage data, such GA reports can be pretty much useless for an average website owner.
The traffic report above could be made simpler via custom channel grouping like the one below:
Much easier to understand, isn’t it?
That’s why it is so important that you set up custom channels to better understand the performance of various marketing channels.
It is the key to determining the most effective marketing channels for investment. And this is not possible without using channel grouping.
Custom channel groupings at the view level and user level
You can create custom channel grouping at the view level and/or user level.
If you want your custom channel grouping to be visible to all the users of your reporting view then create the custom channel grouping at the view level:
If you want your custom channel grouping to be visible only to the user who created it then create the custom channel grouping at the user level:
Note: When a custom channel grouping is created at the user level, it is called private channel grouping.
How to create a new custom channel grouping at the view level?
To create a new custom channel grouping in Google Analytics at the view level, follow the steps below:
Step-1: Navigate to the ‘Admin‘ section of your main reporting view in GA.
Step-2: Under the ‘View‘ column, click on Channel Settings > Channel Grouping:
Step-3: Click on the ‘+NEW CHANNEL GROUPING‘ button:
Step-4: Name your new channel grouping and then click on the ‘Define a new channel‘ button:
Step-5: Name your new marketing channel (say ‘Facebook Channel‘) and then create a rule(s) for the new channel:
Step-6: Click on the ‘Done‘ button.
Step-7: Again click on the ‘Define a new channel‘ button.
Step-8: Name your new marketing channel (say ‘Google Ads Channel‘) and then create a rule(s) for the new channel:
Step-9: Click on the ‘Done‘ button.
Step-10: Scroll down to the bottom of your screen and then click on the ‘Save‘ button.
Step-11: Navigate to Acquisition > All traffic > Channels report:
Step-12: Click on the ‘Primary dimension’ drop-down menu and select the name of your new custom channel grouping (in our case ‘Paid Marketing Channels’) as the new primary dimension:
Some important points to remember
#1 Custom channel grouping can be applied as a primary dimension or as a secondary dimension both in the Acquisition > Overview report and the Acquisition > All traffic > Channels report.
#2 You can also apply both the default channel grouping and custom channel groupings at the same time in the Channels report as a primary and secondary dimension.
#3 When you create a new custom channel grouping, you can immediately select it in your GA reports. You can also apply custom channel grouping retroactively and analyse historical data classified by your new channel definitions.
#4 You can create a maximum of 50 new channel groupings per reporting view.
Another example of creating a custom channel grouping at the view level
Let’s create a new custom channel grouping called ‘Time of the Day‘. This channel group is a rule-based grouping of the following four custom marketing channels:
Morning
Afternoon
Evening
Night
Step-1: Navigate to the ‘Admin‘ section of your main reporting view in GA.
Step-2: Under the ‘View‘ column, click on Channel Settings > Channel Grouping.
Step-3: Click on the ‘+NEW CHANNEL GROUPING‘ button.
Step-4: Name the new channel grouping: ‘Time of the day‘ and then click on ‘Define a new channel‘ button:
Step-5: Name the new custom marketing channel ‘Morning‘ and then define it according to the specifications below:
Here ‘Time of the Day’ is a custom dimension that reports on the time of a day (Morning, Afternoon, Evening and Night) when a user visited your website.
This time is based on a user’s local time and not the time configured for your GA account.
Step-7: Click on the ‘Define a new channel‘ button:
Step-8: Name the new custom marketing channel ‘Afternoon‘ and then define it according to the specifications below:
Step-9: Click on the ‘Done‘ button.
Step-10: Click on the ‘Define a new channel‘ button:
Step-11: Name the new custom marketing channel ‘Evening‘ and then define it according to the specifications below:
Step-12: Click on the ‘Done‘ button.
Step-13: Click on the ‘Define a new channel‘ button:
Step-14: Name the new custom marketing channel ‘Night‘ and then define it according to the specifications below:
Step-15: Click on the ‘Done‘ button.
Your new channel grouping settings are going to look like the one below:
Step-16: Drag and drop the channels one by one to specify the order in which they should apply.
The final channel grouping settings is going to look like the one below:
Step-17: Scroll down to the bottom of your screen and then click on the ‘Save‘ button.
Step-18: Once you have created the new custom channel grouping, navigate to Acquisition > All Traffic > Channels report.
Step-19: Click on the ‘Primary dimension’ drop-down menu:
Step-20: Select ‘Time of the Day‘ as the primary dimension:
Once you selected ‘Time of the Day‘ as the primary dimension, the data table is automatically going to update and would look something like the one below:
From the report above, we can conclude that the majority of users visited the website in the afternoon, followed by morning, night and evening.
Similarly, you can also determine the time of the day when users purchased the most. And if you are planning to run a time-sensitive campaign, then this information would be of great help to you.
This is the kind of insight you can get from a custom channel grouping.
How to create a new custom channel grouping at the user level (Private Channel Grouping)
To create a new custom channel grouping at the user level (also known as private channel grouping) follow the steps below:
Step-1: Navigate to the ‘Admin‘ section of your main reporting view in GA.
Step-2: Click on the ‘Custom Channel Grouping BETA‘ link under ‘Personal Tools and Assets‘ section in the ‘View‘ column:
Step-3: Click on the ‘+NEW CHANNEL GROUPING‘ button:
Step-4: Name your new channel grouping and then add and define new marketing channels one by one as explained earlier.
For example, in the screenshot below I create a new private channel grouping named ‘Time of the day‘ which is used to report on website users’ local time of the day’ (i.e. morning, afternoon, evening or night):
Step-5: Drag and drop the channels one by one to specify the order in which they should apply (optional).
Step-6: Scroll down to the bottom of your screen and then click on the ‘Save‘ button.
Step-7: Once you have created the new private custom channel grouping, navigate to Acquisition > All traffic > Channels report:
Step-8: Click on the ‘Primary dimension’ drop-down menu and then select the name of your new private channel grouping as the primary dimension:
Note: You can create a maximum of 100 private Custom Channel Groupings per user.
How to edit a custom channel grouping in Google Analytics?
Once you have created and saved a new custom channel grouping, you can edit it by either clicking on its name or by clicking on the ‘Edit‘ option from the ‘Actions‘ drop-down menu:
Some important points to remember:
You can also use the ‘Actions’ menu to copy, delete, promote or share a custom channel grouping.
You can copy and share a default channel grouping, but you cannot delete it.
When you share a custom channel grouping, only the configuration information is shared. Your analytics data is not shared.
How to copy a custom channel grouping?
If you want to create a new custom channel grouping by using an existing channel grouping as a foundation then copy the channel grouping.
You can copy an existing channel grouping by clicking on the ‘Copy‘ option from the ‘Actions‘ drop-down menu:
Once you clicked on the ‘copy‘ link, a new custom channel grouping will automatically be created for you:
How to delete a custom channel grouping?
You can delete a custom channel grouping by clicking on the ‘Delete‘ option from the ‘Actions‘ drop-down menu:
Note: You can not delete the default channel grouping.
How to convert private custom channel grouping into view level custom channel grouping?
If you want a custom channel grouping created at the user level (i.e. private channel grouping) to be visible to all users of your reporting view then click on the ‘Promote‘ option from the ‘Actions‘ drop-down menu:
Then click on the ‘Promote‘ button:
Promoting a custom channel grouping creates a copy of it at view level which you can access by navigating to Channel settings > Channel grouping.
So if you navigate to Channel Settings > Channel Grouping, you can see a copy of your private custom channel grouping:
If later you delete this new channel grouping at the view level, it will not automatically delete the corresponding channel grouping at the user level.
Note(1): The promoted Channel Grouping will count toward the view’s limit of 50 Channel Groupings.
Note(2): You can not promote the default channel grouping.
You can share your custom channel grouping with other users by sharing the template link.
When you share a Custom Channel Grouping, only the configuration information is shared. Your analytics data is not shared.
To share a custom channel grouping, follow the steps below:
Step-1: Click on the ‘Share‘ option from the ‘Actions‘ drop-down menu:
Step-2: Click on the ‘Share template link‘ button and then click on the ‘Share‘ button:
Note: If you want to share your custom channel grouping with the general public then select the ‘Share in Solutions Gallery‘ option.
Step-3: Copy the template URL and then share it with others:
Understanding default channel grouping rules
If you recall, Channel grouping is a rule-based grouping of marketing channels. So what are these rules?
To see these rules follow the steps below:
Step-1: Log in to your GA account and then navigate to the admin section of your main reporting view:
Step-2: Under the ‘View’ column, click on ‘Channel settings‘:
Step-3: Click on ‘Channel grouping‘:
Step-4: Click on the ‘Default Channel Grouping’ link:
You should now be able to see all the default channel grouping rules:
Default channel grouping in Google Analytics has got 9 rules.
These rules decide how a channel grouping should work.
These rules are executed in the order in which they are defined. So the first rule that will execute is for Direct channel and the last rule that will execute is for Display.
Since the first rule is for Direct channel, GA will look for all the traffic sources whose traffic source is unknown and bucket them under ‘Direct’ channel for reporting purposes.
Since the second rule is for organic search channel, GA will look for all the traffic sources (other than unknown traffic sources) whose medium is organic and bucket them under ‘Organic Search’ channel for reporting purposes.
Similarly, all other rules will be executed in the order in which they are defined.
You can change the order in which these rules are executed by simply dragging and dropping marketing channels as shown below:
However, avoid changing the order of default marketing channels in default channel grouping.
If you have the need to change the order then make a copy of the default channel grouping, give it a new name and then change the order.
Understanding custom channel grouping rules
Just like the default channel grouping, the custom channel grouping is also governed by a set of rules. These rules decide how the custom channel grouping should work.
These rules are also executed in the order in which they are defined and they work just like they would in the case of default channel grouping.
Default channel grouping is a rule-based grouping of default marketing channels.
When you create a new channel grouping in a view you can?
When you create a new channel grouping in a view you can immediately select it in the Acquisition Overview and Channel reports. You can also apply channel grouping retroactively and analyze historical data classified by your new channel definitions.
What is custom channel grouping?
Custom channel grouping is a rule based grouping of user defined marketing channels.
What is private channel grouping?
It is the custom channel grouping created at the user level. The private channel grouping is visible only to the user who created it.
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