Google Analytics 4 (GA4) is a powerful tool for tracking website traffic. Unassigned traffic refers to the website traffic that is not attributed to any default channel groups.
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Navigate to the Acquisition Overview report in your GA4 property. Scroll down the report until you see the data cards related to user acquisition and session acquisition.
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Unassigned is the channel group that Google uses when there are no other channel rules that match the event data.
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Use UTM parameters to tag URLs. Always supply source, medium, and campaign information when tagging URLs with UTM parameters.
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Create UTM parameters that strictly follow GA4 default channel rules wherever possible.
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You can now see the traffic sources which are causing the unassigned website traffic to appear in your GA4 reports.
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One of the main causes of unassigned traffic is the manual tagging of UTMs that do not follow Google’s recommendations.
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UTM parameters can be easily added using Google’s Campaign URL Builder, providing insights into the origin of visits.
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If you’re connecting your GA4 property to Google Ads, make sure to use auto-tagging over manual tagging as it provides more dimensions.
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Unassigned traffic can also stem from incorrectly configured events. Ensure your Google Tag Manager is correctly configured.
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