Q: My paid social keeps landing in 'Unassigned' — how do I fix channel attribution?

Q: My paid social keeps landing in 'Unassigned' — how do I fix channel attribution?
A: Unassigned means GA4 couldn't match your UTMs to its rules:
— Audit your tags: the default channel rules expect utm_medium values like cpc, paid_social, email — not 'fb' or 'newsletter'.
— Fix the source links so medium uses recognized values (this prevents future Unassigned).
— For history, Admin → Channel groups → Create a custom group with rules matching your actual UTM patterns.
— Apply that custom group as the dimension in Acquisition reports.
TL;DR: Unassigned = bad utm_medium. Standardize your UTMs to GA4's expected values, and build a custom channel group to rescue past traffic.
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