Google Analytics Channel and Campaign Attribution Sanity Check
Check that traffic is assigned to sensible channels.
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Review channel assignment in Google Analytics. Traffic by source and medium for a month, campaign names, and the share of direct and unassigned traffic: [TRAFFIC_BY_CHANNEL]. Campaigns running and how links are tagged: [CAMPAIGN_TAGGING]. Present the channel table with sessions, share of total and conversions, and highlight the direct and unassigned share with arithmetic: 2,900 of 10,000 sessions is 29 percent, which is high. Find inconsistent medium values, untagged campaigns shown as direct, referral traffic from payment or login providers, and large unassigned shares. List possible causes (untagged email links, links from messaging apps, redirects that strip tags, missing consent) with a test for each, such as clicking a tagged link and watching it appear in real time [VERIFY]. Propose tagging fixes, exclusions and a naming convention, the first thing to fix, and a before and after comparison after one month. Attribution models simplify, so use them as views, not truth. Mark features [VERIFY].
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