Napkyn recommended that the company leverage GA4's flexible and easy-to-use method of channel grouping customization which allows to group traffic based on source, medium, and campaign rules.
To scope a baseline of custom channels, the Napkyn team considered the user interactions, engagement, and conversions that were crucial to the company’s marketing campaigns and traffic attribution. In addition, the Napkyn team evaluated and fixed the disparities that were affecting the proposed channels' reporting accuracy in the comprehensive QA process.
With the GA4 custom channels, the company obtained a better understanding of its major traffic streams including paid LinkedIn campaigns that were bucketed under its channel: Paid LinkedIn. This helped with the prospect conversion strategy because data points can be easily examined by properly aggregating traffic during critical decision-making moments.
Custom channel groups can be applied to the reports retroactively, including acquisition reports, custom reports, explorations, and audience conditions. Therefore; it’s easy to generate reports that provide more meaningful insights into the performance of different marketing channels and their contribution to acquiring leads or conversions.
This easy-to-use method is a great way to tap into GA4’s analytics flexibility, improving the organization’s ability to segment and analyze data in a way that meets business needs and optimizes its marketing success.
