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| 5 min read
Google Analytics 4 (GA4) recently introduced a new feature that marketers have long awaited - the ability to create custom channel groups. In the past, marketers had to rely on the default channel groups provided by GA4, which didn't always accurately reflect the nuances of their campaigns. With the introduction of custom channel groups, marketers can now create rule-based categories for website traffic sources, giving them greater control over how they analyze their data. In this article, we'll look closer at channel groups, the advantages of custom groups, and how to create your own custom channel groups in GA4.