The rules read the source, medium and campaign of each session. Paid channels need a medium that GA4 recognises as paid, such as cpc or paid-social, and a source it recognises for that channel. Traffic that matches no rule lands in Unassigned.
Build clean, consistent UTM links with presets for Meta, Google, LinkedIn and WhatsApp, and see how GA4 will classify them.
Related terms
- UTM parametersUTM parameters are tags added to a link, such as utm_source, utm_medium and utm_campaign, that tell analytics tools where a visit came from.
- Multi-touch attributionMulti-touch attribution assigns credit for a conversion across the several marketing touchpoints that preceded it.
Part of the growth marketing glossary by Shiva Sharma.