What does "Unassigned" mean in GA4?
Unassigned in GA4 means a visit didn't match any channel rule, usually because of an unusual UTM medium. How to find the cause and fix your links.
Unassigned in Google Analytics 4 means a visit had information about where it came from, but it didn't match any of GA4's channel rules. Most often the link's utm_medium was an unusual word GA4 doesn't recognise. Fix your UTM tags and new visits land in the right channel.
Find what's unassigned
Open Reports → Acquisition → Traffic acquisition.
Click Unassigned in the table to filter to it, or add a filter on Session default channel group = Unassigned.
Change the first column to Session source / medium. The values tell you what went wrong.
Common causes and fixes
| You see | Why | Fix |
|---|---|---|
newsletter / weekly-mail | The medium isn't a standard word | Use utm_medium=email |
x / post or linkedin / organic-social | Social medium spelled differently | Use utm_medium=social |
partner / link | Unusual referral medium | Use utm_medium=referral or affiliate |
(not set) / (not set) | Events without a session start, or sent from a server | Check your tag fires on page load; see (not set) |
GA4 recognises mediums like email, social, referral, affiliate, cpc, display and organic. Stick to these in your UTM links.
Past data
Fixing your links changes new visits only. For old ones, you can create a custom channel group with your own rules (Admin → Data display → Channel groups), which also applies to past data in reports.
Related
Sources
- Google: Default channel group
Last updated
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