Why Your Tracking in Google Analytics is Wrong - Using UTMs the Right Way
Have you ever looked at your channel report in Google Analytics and noticed that you have a great deal of traffic coming in through direct but not the other channels? Or perhaps you are running Facebook ads but are not seeing any traffic coming through a social media channel?
Breaking out channel groupings (also known as creating Enhanced channel groupings) is helpful for several reasons, the main one being deeper segmentation of your data. With deeper segmentation, you can directly attribute goals, clearly see where traffic is moving, and assign value where value is due.
With this overview of UTM parameters and channel grouping in Google Analytics, we hope that you can more accurately group your digital marketing channels and make better data-driven marketing decisions on the traffic you are receiving every day.