What is Channel Grouping?
Rule-based groupings of traffic sources that roll up granular UTM data into high-level categories (e.g., 'Organic Search', 'Paid Social').
If you had to look at every single referring URL (google.com, bing.com, duckduckgo.com, facebook.com), your reports would be hundreds of rows long and impossible to analyze quickly.
The Default Channel Grouping is GA4's system for categorizing that chaos based on regular expressions. It sees utm_medium=organic and rules that it belongs in the "Organic Search" bucket. It sees utm_medium=cpc and places it in "Paid Search".
If you use UTMs that do not perfectly align with Google's strict internal definitions, your traffic will fall into the dreaded "Unassigned" bucket.
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