Marketing / Analytics
Organic vs Paid Traffic Mix channel mix, organic/paid split (branded vs non-branded)
How much of your traffic, or revenue, arrived for free versus from paid media.
The fork, why two teams get different numbers
The split is only as good as the CHANNEL CLASSIFICATION, and the seams are contested.
In the Metric Library
- The full fork, both definitions worked all the way through
- The trap that makes the number lie, on a real export
- Every formula variant, spelled out
- The reconciliation anchor, what to tie it to and when to refuse
Reference: Google Analytics 4 default channel grouping documentation (reference) · IAB (channel taxonomy · reference)