Tracking of channel performance has had a significant makeover in Google Analytics 4 (GA4). Whilst the new setup brings a more granular view of marketing channels and improved tracking capabilities, it is less flexible and requires stricter adherence. With Google taking a stricter approach to traffic categorisation in GA4, you’ll need to adjust your campaign tagging approach to see whether your traffic still sits within the correct channels.

Get our guide that summarises how to track campaigns in GA4, and how it differs from the campaign tracking we’re used to in Universal Analytics (UA). Google is still rolling out updates to GA4 so this setup may change later on.