Are you making this common mistake in GA4 reporting?

Many marketers do not consider all the relevant referrers when reporting the performance of a marketing channel or they do not consider grouping referrers as "ongoing maintenance work".

GA4 can report the performance of a marketing channel via several different referrers, and the number of such referrers often increases or changes when you use user-defined traffic sources/mediums (via UTM parameters).

For example, GA4 can report traffic from Facebook via several referrers:

m. facebook. com, lm. facebook. com, facebook. com, Facebook. com, FACEBOOK. com, facebookk. com etc.

But GA4 will not automatically consolidate all this data and report it to you as Facebook traffic.

You would need to do this manually by identifying