In order to discover how clean our data is and where attribution issues exist, we can follow a simple auditing process. Not only do we see (Other) accounting for traffic that cannot be categorized within the existing groupings, but some of these groups may be incorrectly taking credit for traffic that belongs in other channels. "Other" may as well be ghosts in this case as any traffic grouped here will be unseen when analyzing your data. To get started, take a look at how the Default Channel Grouping is currently categorizing traffic by going to Reporting > Acquisition > All Traffic > Channels. This post will explore the ins and outs of reviewing, auditing, and ultimately creating a new channel group that will provide accurate channel attribution, and lead to more accurate decision making. You can find the Channel Grouping pane by going to Admin > Channel Settings > Channel Grouping.
The very nature of exclusive and inclusive rule-based groups inherently causes some traffic to be incorrectly attributed to a channel group, especially when inconsistencies exist within your UTM tagging conventions. While Google states that definitions may evolve as the market evolves, there are many sources, mediums and other properties they are unable to account for on an ongoing basis.
This will accurately map most of your website’s inbound traffic, but not all. Out of the box, GA includes a “ Default Channel Grouping” with system-defined rules. Note: If you’ve never heard of Channel Groupings, or need a refresher, I recommend checking out this article from Google: Of course, you should already have a well-defined and enforced UTM tagging strategy (if not, this excellent article from Annie Cushing will get you up to speed), but the continued, diverse expansion of the Internet often means you’ll never be able to account for all inbound traffic. Google Analytics (GA) is a wonderful and powerful tool, but all too often it can lead to some poor decision-making based on incorrect Channel Grouping attribution.
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