What It Is and How to Fix [Video]

Seeing a lot of unassigned or direct/none traffic in Google Analytics 4 (GA4)? This could be hindering your marketing efforts.

Attributing revenue to a specific channel in GA4 is important for marketers and online merchants because it helps them make informed decisions about their ad campaigns. 

When there are attribution gaps in GA4, knowing what marketing channels are working is difficult. 

So, how do you fix high unassigned or direct/none traffic in GA4? And how can you benefit from making these fixes?

This article covers:

• • What it is?
  • Benefits of Minimizing Attribution Gaps
  • Actionable Steps for Better Attribution in GA4

What Is Unassigned and Direct/None Traffic?

You’ll typically see unassigned and direct/none traffic in the Acquisition reports within GA4 when Google can’t determine the source of the traffic.

While both unassigned and direct/none traffic reflect an attribution limitation within GA4, there are nuances between them.

Let’s start by breaking down unassigned traffic.

Located within the GA4 channel grouping, the unassigned designation …