If you’ve been creating UTM Tracking URLS to help you analyze your social media performance, you may be missing data in your Google Analytics.
It’s a great idea to use Google Analytics’ UTM tracking with social links so you can get more information about the performance of your social media posts. However, these custom tags can cause Google Analytics to ignore data if the source and medium are not exactly what is expected for the default social channel. These mistagged items go into GA’s “other” category. As a result, you may have more social traffic than you expect.
To fix this, you have to customize GA’s default Social channel to include your desired Source/Medium for your tags. Learn more about tagging your posts and how to ensure your data is attributed to the proper channel in this post from MarketingLand.