Google Analytics Default Channel Definitions for UTM Tagging

Google Analytics has predefined “default channel” definitions. You can adjust these definitions to better match your individual situation. For example if you are active on a niche industry site, such as Moz for the SEO industry, you might want this traffic classified as Social rather than referral traffic. You could do this by including a provision for the source equals Below you can find the defualt Google Analytics channel definitions.

Channel GA Channel Definitions
Direct Source exactly matches Direct & Medium exactly matches (not set)
Direct Medium exactly matches (none)
Organic Medium exactly matches organic
Referral Medium exactly matches referral
Paid Search Medium matches regex ^(cpc|ppc|paidsearch)$ & Ad Distribution Network does not exactly match Content
Email Medium exactly matches email
Other Advertising Medium matches regex ^(cpv|cpa|cpp|content-text)$
Social Social Source Referral exactly matches Yes
Social Medium matches regex ^(social|social-network|social-media|sm|social network|social media)$
Display Medium matches regex ^(display|cpm|banner)$
Display Ad Distribution Network exactly matches Content & Ad Format does not exactly match Text

Good Luck!

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