analytics-dictionary / term / tracking & measurement

Channel grouping

Channel grouping organises traffic sources into marketing channels such as organic search, paid search, email and social.

Written by Reflective Data experts · updated Oct 5, 2026

GA4 applies a default channel group using rules on source and medium, which depends on consistent UTM tagging. You can also create custom channel groups to reflect how your team thinks about marketing.

Messy source and medium values lead to messy channels, so fix tagging first.

Direct traffic Referral traffic UTM parameters

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Data-driven attribution

Data-driven attribution uses statistical models on real conversion paths to assign credit to each touchpoint.

cohort-analysis.md

Cohort analysis

Cohort analysis groups users by a shared starting point, such as sign-up week, and tracks how…

heap.md

Heap

Heap is a product analytics platform known for autocapturing user interactions.

conversions-api.md

Conversions API

A conversions API sends conversion events from your server directly to an ad platform, such as…

keyword.md

Keyword

A keyword is a word or phrase that people type into a search engine, and that…

google-search-console.md

Google Search Console

Google Search Console is a free tool that shows how your site performs in Google Search.

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