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Define custom Channel Groupings in a reusable "User Defined Function"(UDF) to make your life easier when working with Google Analytics 4 data in BigQuery. Full article on stacktonic.com
-- Author: Krisjan Oldekamp
-- https://stacktonic.com/article/google-analytics-4-and-big-query-create-custom-channel-groupings-in-a-reusable-sql-function
create or replace function `<your-project>.<your-dataset>.channel_grouping`(tsource string, medium string, campaign string) as (
case
when (tsource = 'direct' or tsource is null)
and (regexp_contains(medium, r'^(\(not set\)|\(none\))$') or medium is null)
then 'direct'
when regexp_contains(campaign, r'^(.*shop.*)$')
and regexp_contains(medium, r'^(.*cp.*|ppc|paid.*)$')
then 'shopping_paid'
when regexp_contains(tsource, r'^(google|bing)$')
and regexp_contains(medium, r'^(.*cp.*|ppc|paid.*)$')
then 'search_paid'
when regexp_contains(tsource, r'^(twitter|facebook|fb|instagram|ig|linkedin|pinterest)$')
and regexp_contains(medium, r'^(.*cp.*|ppc|paid.*|social_paid)$')
then 'social_paid'
when regexp_contains(tsource, r'^(youtube)$')
and regexp_contains(medium, r'^(.*cp.*|ppc|paid.*)$')
then 'video_paid'
when regexp_contains(medium, r'^(display|banner|expandable|interstitial|cpm)$')
then 'display'
when regexp_contains(medium, r'^(.*cp.*|ppc|paid.*)$')
then 'other_paid'
when regexp_contains(medium, r'^(.*shop.*)$')
then 'shopping_organic'
when regexp_contains(tsource, r'^.*(twitter|t\.co|facebook|instagram|linkedin|lnkd\.in|pinterest).*')
or regexp_contains(medium, r'^(social|social_advertising|social-advertising|social_network|social-network|social_media|social-media|sm|social-unpaid|social_unpaid)$')
then 'social_organic'
when regexp_contains(medium, r'^(.*video.*)$')
then 'video_organic'
when regexp_contains(tsource, r'^(google|bing|yahoo|baidu|duckduckgo|yandex|ask)$')
or medium = 'organic'
then 'search_organic'
when regexp_contains(tsource, r'^(email|mail|e-mail|e_mail|e mail|mail\.google\.com)$')
or regexp_contains(medium, r'^(email|mail|e-mail|e_mail|e mail)$')
then 'email'
when regexp_contains(medium, r'^(affiliate|affiliates)$')
then 'affiliate'
when medium = 'referral'
then 'referral'
when medium = 'audio'
then 'audio'
when medium = 'sms'
then 'sms'
when ends_with(medium, 'push')
or regexp_contains(medium, r'.*(mobile|notification).*')
then 'mobile_push'
else '(other)'
end
);
-- Author: Krisjan Oldekamp
-- https://stacktonic.com/article/google-analytics-4-and-big-query-create-custom-channel-groupings-in-a-reusable-sql-function
create or replace function `<your-project>.<your-dataset>.channel_grouping`(tsource string, medium string, campaign string) as (
case
when (tsource = '(direct)' or tsource is null)
and (regexp_contains(medium, r'^(\(not set\)|\(none\))$') or medium is null)
then 'direct'
when regexp_contains(medium, r'^(social|social_advertising|social-advertising|social_network|social-network|social_media|social-media)$')
then 'social'
when regexp_contains(medium, r'^(email|mail)$')
then 'email'
when regexp_contains(medium, r'^(affiliate|affiliates)$')
then 'affiliate'
when regexp_contains(medium, r'^(cpc|ppc|paidsearch)$')
then 'search_paid'
when regexp_contains(medium, r'^(display|cpm|banner)$')
then 'display'
when medium = 'organic'
then 'search_organic'
when medium = 'referral'
then 'referral'
else '(other)'
end
);
#standardSQL
-- Author: Krisjan Oldekamp
-- https://stacktonic.com/article/google-analytics-4-and-big-query-create-custom-channel-groupings-in-a-reusable-sql-function
with
-- select session in last 30 days
sessions as (
select
user_pseudo_id as ga_client_id,
concat(user_pseudo_id,'.',(select cast(value.int_value as string) from unnest(event_params) where key = 'ga_session_id')) as session_id, -- combine user_pseudo_id and session_id for a unique session-id
timestamp_micros(min(event_timestamp)) as session_start,
array_agg(
if(event_name in('page_view','user_engagement','scroll'), struct(
event_timestamp,
lower((select value.string_value from unnest(event_params) where key = 'source')) as source,
lower((select value.string_value from unnest(event_params) where key = 'medium')) as medium,
lower((select value.string_value from unnest(event_params) where key = 'campaign')) as campaign,
(select value.int_value from unnest(event_params) where key = 'entrances') as is_entrance,
(select value.int_value from unnest(event_params) where key = 'ignore_referrer') as ignore_referrer
), null)
ignore nulls) as channels_in_session,
countif(event_name = 'purchase') as conversions,
sum(ecommerce.purchase_revenue) as conversion_value
from
`<your-project>.analytics_<your-dataset>.events_*`
where
_table_suffix between
format_date('%Y%m%d', date_sub(current_date(), interval 30 day))
and format_date('%Y%m%d', date_sub(current_date(), interval 1 day))
group by
user_pseudo_id,
session_id
),
-- get first campaign parameters from session and aggegrated metrics
traffic_acquisition as (
select
(select t.source from unnest(channels_in_session) as t where t.ignore_referrer is null order by t.event_timestamp asc limit 1) as source,
(select t.medium from unnest(channels_in_session) as t where t.ignore_referrer is null order by t.event_timestamp asc limit 1) as medium,
count(distinct session_id) as sessions,
sum(conversions) as conversions,
ifnull(sum(conversion_value), 0) as conversion_value
from
sessions
group by
1, 2
)
-- map source / medium to channel grouping using a user defined function (ignore campaign)
select
*,
<your-dataset>.channel_grouping(source, medium, null) as channel_grouping
from
traffic_acquisition
@dataUnNest
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dataUnNest commented Nov 18, 2021

Hello,
Can the updated default channel grouping definition be the reason we're getting only 'direct' in the paths :
image

Even though when we test the function there are plenty of different channel grouping ?
image
(The conversion metrics is ajusted in out main query)

@krisjan-oldekamp
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Author

krisjan-oldekamp commented Nov 18, 2021

Sometimes BigQuery seems to groups the results, are all the 3379 rows in the first table set to "direct" or only just the first results? + maybe a good idea to double check if the rules in the default channel groupings should be adjusted to your specific situation (I see a lot of "other_paid" sessions for example, probably social_paid or search_paid something like that is in there.

@dataUnNest
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dataUnNest commented Nov 18, 2021

Sadly even at the last page it's all "direct". But it must indeed have something to do with our dataset because running the query on the ga4 sample data works perfectly fine. I'll check what adjustments can be made for the channel grouping in our situation.

@mrdipeshashah
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mrdipeshashah commented Apr 30, 2022

Thanks for the code share. Have you also looked at saying if user comes to Homepage via Organic then it's Brand Organic Search or Non Brand Organic Search?. Is that just an if statement so if true or false

@mayrop
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mayrop commented Aug 10, 2022

Hello, Can the updated default channel grouping definition be the reason we're getting only 'direct' in the paths : image

Even though when we test the function there are plenty of different channel grouping ? image (The conversion metrics is ajusted in out main query)

how do you do that journey id?

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