Fix Unassigned Traffic

In Google Analytics (GA4), unassigned traffic refers to any traffic that could not be categorized into a known channel group, such as Organic Search or Referral. This can happen when the source and medium of a visit don’t fit into any of the rules defined by Google Analytics to classify traffic. Although you’ll probably have some unassigned traffic above a certain volume, here are actions you can take to reduce it:

• Fix (not set) values as much as you can.
• If you’re using UTM codes, make sure that each of them can be categorized according to Google Analytics default rules.

In Linito, you can filter unassigned traffic to display problematic sources and mediums simply by clicking on the filter button next to the Unassigned row.