GA4: How to identify all paid traffic coming from FB Platforms to the 'Paid Social' Channel Grouping.

Last Update: May/June 2022

At this moment, GA4 does not allow for creating Custom Channel Groupings, this means you will have to adapt your current UTM parameter setup to match the Default Channel Grouping defined by GA4 based on their current list of social sites.

Notice that 'msg' (Messenger) and 'an' (Audience Network) are currently missing.

This means that if you are currently using dynamic parameter {{site_source_name}} as your utm_source value, it will not map traffic coming from Messenger or Audience Network placements.

Traffic coming from Facebook (fb) and Instagram (ig) are already included in the GA4 list and will be mapped under 'Paid Social'.T
o avoid missing traffic under 'Paid Social' coming from your Meta Campaigns, review your current utm setup.

Some examples that are good to keep using:
1. utm_source=facebook&utm_medium=paid
2. utm_source=facebook&utm_medium=cpc
3. utm_source=ig&utm_medium=ppc
4. utm_source=instagram&utm_medium=paid

Some examples that need changes:
1. utm_source={{site_source_name}}&utm_medium=paid
2. utm_source=facebook-instagram&utm_medium=social
3. utm_source=meta&utm_medium=ad

To keep performance data by Placement, consider adding the {{placement}} dynamic parameter to the utm_content or utm_term parameter.
This will allow you to keep breakdown performance by Placement (Facebook_Desktop_Feed, Facebook_Mobile_Feed, Messenger_Home, Instagram_Feed,...) in Universal Analytics.

This could be a full parameter setup:utm_source=facebook&utm_medium=paid&utm_campaign=campaignname&utm_content=adsetname&utm_term=adname-{{placement}}

At this moment (May/June 2022), utm_content and utm_term aren't reported in Google Analytics 4 properties.