Hi @Hoji First of all: The channels in Matomo are recognized by the browser’s referrer information or by the campaign parameters in the URL (mtm or utm).
GA4 is part of Google, so Google Ads and GA4 can be combined in a closer way:
Here is some information from Google Gemini on your question:
GA4 determines the “Email” channel in a few primary ways:
UTM Parameters: When you include UTM parameters (utm_source=newsletter, utm_medium=email, utm_campaign=summer_sale) in email links, GA4 can directly attribute the traffic to the “Email” channel.
Google Ads Integration: If you’re running email campaigns through Google Ads, clicks from these emails will typically be attributed to the “Paid Search” channel. However, if you’ve set up specific tracking or have linked your Google Ads and GA4 accounts, you might be able to customize this attribution.
Google Tag Manager: Using Google Tag Manager, you can create custom events to track specific interactions within your emails and directly associate them with the “Email” channel.
Data Layer: By leveraging the Data Layer, you can provide additional context about your email campaigns, such as the email subject or content, which GA4 can use to make more accurate channel attributions.
Factors Affecting Channel Attribution:
Multiple Touchpoints: If a user interacts with multiple channels before completing a goal, GA4 may use machine learning models to attribute conversions.
Data Quality: The accuracy of your channel attribution depends on the quality of the data you’re sending to GA4.
Configuration: Your GA4 setup, including the tracking code and event configuration, plays a crucial role in determining channel attribution.
