Custom Marketing Channel Grouping

How to create custom marketing channel groupings in Mixpanel.

Last reviewed September 15, 2026

Mixpanel does not have a channel grouping feature like the one in Google Analytics. To group channels, you must create a custom event property with the Mixpanel custom properties feature .

Sample Channel Property Code

Change this template for your needs:


// Define Variables
IFS(
// Google Search Ads
  "google" in UTM_SOURCE AND "cpc" in UTM_MEDIUM, "Search Ads",

// Email - Assumes UTM medium is set to email
  "email" in UTM_MEDIUM, "Email",

// Display Ads - Assumes UTM medium is set to one of the below
  UTM_MEDIUM in ["paid", "display", "native", "audio"], "Display Ads",

// Paid Social
  "paid-social" in UTM_MEDIUM, "Paid Social",

// Organic Search
  REGEX_EXTRACT(REFERRER, "https://www.google|bing|yahoo|ecosia|duckduckgo"), "Organic Search",

// Outreach
  "outreach" in UTM_MEDIUM, "Outreach",

// Organic Social
  REGEX_EXTRACT(REFERRER, "instagram|facebook|linkedin|lnkd.in"), "Organic Social",

// Excluding your own domain from referral classification
  REFERRING_DOMAIN in CURRENT_URL, UNDEFINED,

// Defining Referral
  NOT REFERRING_DOMAIN="" AND DEFINED(REFERRING_DOMAIN), "Referral",

// Defining Direct - No tracked UTM or referrer data
  TRUE, "Direct"
)

Note: The variable names in the template are placeholders. In the Mixpanel custom property editor, use the property selectors for UTM Source, UTM Medium, Referrer, Referring Domain, and Current URL.