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A magnifying glass over a GA4 channel report, the glowing ‘Unassigned’ row casting a shadow shaped like a question mark while faint footprints lead back toward a storefront

The Case of the Unassigned Conversions

Your GA4 sales can come back “Unassigned” — credited to nothing. The obvious fix is usually the wrong one. Here’s how to tell which break you actually have.

9 min readJun 11, 2026