Tagged

#attribution

2 investigations in this thread.

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

Editorial Sankey diagram on cream notebook paper with one ribbon highlighted in orange and labelled ‘mistributed flow’.

Why your Shopify revenue doesn’t match GA4 — and the three configs causing 90% of it

If your Shopify report and GA4 report disagree by more than 3%, it almost never means one of them is broken. It means three configurations are stacked in a way nobody documented.

6 min readApr 10, 2026