Unassigned in Google Analytics 4 (and how to fix it)

Updated: November 24th, 2025 You open the Traffic Acquisition reports in Google Analytics 4 and see a mysterious Unassigned. In Google Analytics 4, “Unassigned” is the default channel group for traffic that GA4 cannot categorize into any of its other predefined channels, like “Organic Search” or “Paid Social.” This often happens when the source, medium, or […]
Julius Fedorovicius
In Google Analytics Tips

Demystifying user_engagement Event in Google Analytics 4

Updated: November 21st, 2025 If you are at least a little familiar with event tracking in Google Analytics 4, you already know that one of the automatically tracked events is called user_engagement. When exactly does it fire on a website? After looking at the official Google Analytics documentation, you’ll see this: user_engagement fires when the app is […]
Julius Fedorovicius
In Google Analytics Tips

Regex in Google Analytics 4 (Regular Expressions)

Updated: November 20th, 2025  Have you opened Google Analytics 4, seen the term “regex” and thought to yourself, “What’s that?” If yes, this article is for you! Even if you have worked with regex (regular expressions) before, there may be something new for you to learn here, too. Regular expressions are special sequences of characters […]
Julius Fedorovicius
In Google Analytics Tips

Path Exploration report in Google Analytics 4

Updated: November 20th, 2025 Exploration reports in Google Analytics 4 are a suite of features that allow you to dive deeper into your data. In the past, I have explained how to work with Free Form reports and Funnel Exploration. This time, let’s look at another type of report, Path Exploration. In the older versions of […]
Julius Fedorovicius
In Google Analytics Tips

Exclude URL Query Parameters in Google Analytics 4

Updated: November 20th, 2025 In Universal Analytics (GA3), a feature called “Exclude URL query parameters” allowed you to remove unwanted parameters from the URLs and have cleaner reports. When I wrote this blog post, this feature was not available by default in Google Analytics 4 (there’s data redaction, but it’s not a complete replacement for […]
Julius Fedorovicius
In Google Analytics Tips

Google Analytics 4 Events Not Showing Up in Reports?

Updated: October 30th, 2025 Here’s a situation. You have implemented event tracking with Google Analytics 4, but cannot see those events in reports. Or maybe you see the events, but some parameters/dimensions are missing? If this sounds familiar, you’ve come to the right place. In this blog post, I will explain why Google Analytics 4 […]
Julius Fedorovicius
In Google Analytics Tips