Default Channel Grouping channel definitions: The default system channel definitions reflect Analytics' current view of what constitutes each channel in the Acquisition section's Default Channel Grouping.

Acquisition reports:

Google Analytics Default Channel Grouping channel definitions

The default system channel definitions reflect Analytics' current view of what constitutes each channel in the Acquisition section's Default Channel Grouping. While these definitions may evolve as the market evolves, we provide the current definitions here for your information. You cannot edit the system definitions, but you can use different dimensions to redefine a channel.

Direct

Source exactly matches Direct AND
Medium exactly matches (not set)
OR
Medium exactly matches (none)

Organic Search

Medium exactly matches organic

Referral

Medium exactly matches referral

Email

Medium exactly matches email

Paid Search

Medium matches regex ^(cpc|ppc|paidsearch)$
AND
Ad Distribution Network does not exactly match Content

Other Advertising

Medium matches regex ^(cpv|cpa|cpp|content-text)$

Social

Social Source Referral exactly matches Yes
OR
Medium matches regex ^(social|social-network|social-media|sm|social network|social media)$

Display

Medium matches regex ^(display|cpm|banner)$
OR
Ad Distribution Network exactly matches Content