Decoding Traffic Attribution in GA4: A Guide to Query String Parameters

Summary

The article guides on traffic categorization in Google Analytics 4 (GA4) using query string parameters (QSPs). QSPs determine traffic source, with 'Direct' or organic channels as default if no QSPs are present. High 'Direct' traffic can indicate misattribution. To ensure correct attribution, use UTMs in URLs, enable auto-tagging for GMP platform traffic, and link GA4 to Google Marketing Platform tools.