Why do my campaign conversions show as Direct in GA4?

Usually because the UTM parameters were lost before GA4 recorded the session, through a redirect, a consent reload or a second page view. The UTM Loss Detector shows the exact step where that happens.

What is (not set) or Unassigned traffic in GA4?

Sessions GA4 couldn't classify into a channel, often because source and medium were missing or didn't match GA4's channel rules. The GA4 Unassigned Traffic Diagnoser groups the likely causes from your export.

Why does my payment provider show up as a referral source?

Buyers leave your site to pay and return, starting a new session with the payment domain as referrer. Add payment domains to GA4's unwanted referrals and check the handoff with the Payment Referral Leak Checker.

Do I need to fix attribution in the browser or on the server?

Both help. Browser fixes stop parameters being dropped; server-side attribution ties revenue to the session that started it, even when the browser loses the trail.

Attribution debugging tools

Find where source, medium, campaign and click IDs stop surviving the journey.

AttributionUTM Loss DetectorWhere do my UTM parameters disappear?Takes a URL→
AttributionBulk UTM ValidatorWhich of my campaign URLs have missing, malformed or inconsistent UTMs?Takes a list of URLs→
AttributionDirect Traffic DiagnoserHow much of my Direct traffic is real, and how much is lost attribution?Takes a CSV export→
AttributionGoogle Click ID Persistence CheckerDo GCLID, GBRAID and WBRAID survive to the conversion?Takes a URL→
AttributionUnassigned Traffic DiagnoserWhy are my sessions landing in Unassigned or (not set)?Takes a CSV export→
AttributionUTM to CRM Capture CheckerCan this campaign's UTM and click-ID context reach my CRM form?Takes a URL→
AttributionReddit Click ID Persistence CheckerDoes rdt_cid reach a Reddit Pixel and persist beyond the landing URL?Takes a URL→
AttributionPayment Referral Leak CheckerDoes campaign context disappear before a payment-provider handoff?Takes two URLs→
AttributionCross-Domain Attribution CheckerWhere do session and source identifiers reset across domains?Takes two URLs→

How these attribution tools fit together

Attribution breaks between the click and the conversion. A campaign link carries its source in UTM parameters and click IDs, and every redirect, page change, consent reload, payment handoff and domain crossing is a chance to lose them. When they go, the conversion lands under Direct, (not set) or a referral from your own payment provider, and the campaign that paid for it gets no credit.

These tools follow that journey step by step. Some load a campaign URL in a real browser and show where parameters disappear. Others work on GA4 exports to explain why Direct or Unassigned traffic is high. Together they cover the common ways source information is lost on its way to analytics, your CRM and your ad platforms.

Start with the symptom you can see. If a channel looks weaker in GA4 than in its own ad platform, trace one of its URLs. If Direct traffic is suspiciously high, diagnose the export first, then trace the URLs it points to.

Where to start

UTM Loss Detector
A campaign's conversions show up as Direct or (not set).
Direct Traffic Diagnoser
Direct traffic in GA4 is higher than you can explain.
Google Click ID Persistence Checker
Google Ads conversions or offline imports aren't matching clicks.
UTM to CRM Capture Checker
Leads reach your CRM without their campaign source.
Cross-Domain Attribution Checker
Visitors move between your domains before converting.

Common questions

Why do my campaign conversions show as Direct in GA4?: Usually because the UTM parameters were lost before GA4 recorded the session, through a redirect, a consent reload or a second page view. The UTM Loss Detector shows the exact step where that happens.
What is (not set) or Unassigned traffic in GA4?: Sessions GA4 couldn't classify into a channel, often because source and medium were missing or didn't match GA4's channel rules. The GA4 Unassigned Traffic Diagnoser groups the likely causes from your export.
Why does my payment provider show up as a referral source?: Buyers leave your site to pay and return, starting a new session with the payment domain as referrer. Add payment domains to GA4's unwanted referrals and check the handoff with the Payment Referral Leak Checker.
Do I need to fix attribution in the browser or on the server?: Both help. Browser fixes stop parameters being dropped; server-side attribution ties revenue to the session that started it, even when the browser loses the trail.

← All free marketing debugging tools

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