Google Analytics Audit Test #

45

Customized Channel Grouping

Why It Matters:

Critical to aggregating and understanding where your traffic comes from and each groups respective performance.

Industries:

All

Checks For:

Utility

How powerful is your current implementation?

Insight Category:

Attribution

Can you tell which marketing efforts are working?

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Background

A GA4 audit is essential for uncovering missing insights—key data points that organizations don't yet know and can act upon. A well-done audit evaluates both behavioral tracking and traffic attribution, ensuring each is accurate and useful. It also assesses whether the data collected truly supports business decisions and reporting.

Test Detail

This test checks whether your channel grouping setup reflects your business needs. GA4 has default groupings, but you should create a customized that matches how your business considers is marketing channels.

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How to Conduct This Test

Basic Tests

  • In Admin > Data Settings > Channel Groups, check if you’ve created custom groupings.
  • Review where important traffic (like influencer campaigns) is showing up.
  • If everything is lumped into “Other,” it’s time to customize.

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How To Fix

  • Define your key marketing channels and map them in a custom channel group.
  • Use source/medium rules to assign traffic accurately.
  • Monitor results and refine rules as needed.
  • Hire a pro to build the strategy and set it up in Google Analytics.

Tips from a Google Analytics Consultant

Focus on Insights

Every Google Analytics audit should result in a plan for more insights.

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An insight is:

  • something you don't know
  • and can act on to improve performance

The Goal

Identify and remove insight blockers. Don't get tempted to track things you can't act on!

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