There is a difference in utm tagging of marketing links (paid and organic) between GA4 and older Google Universal Analytics (UA) for different channels. In Alan’s latest column for martech entitled “Campaign tracking in GA4: How to ensure your links are properly tagged“, he covers many of these issues.
Digital marketers today, are experiencing confusion between the new GA4 channels and old marketing channels in Google Universal Analytics (UA). Of special concern is the new Unassigned catchall channel category.
Learn how to correctly set the utm_source and utm_medium parameters to ensure that all traffic generated from marketing efforts gets attributed to the correct marketing channel. Thereby ensuring no traffic gets attributed to the catchall of “Unassigned”.
Read the full column at: https://martech.org/campaign-tracking-in-ga4-how-to-ensure-your-links-are-properly-tagged/