<b>Q: My paid traffic is landing in 'Unassigned' or 'Organic'. Why is GA4 mis-bucketing it?</b>

<b>Q: My paid traffic is landing in 'Unassigned' or 'Organic'. Why is GA4 mis-bucketing it?</b>

A: GA4 sorts traffic by strict rules on your UTM values, and yours probably don't match.
— 'Unassigned' usually means utm_medium is blank or a typo. For Paid Search, medium must be exactly <code>cpc</code>, <code>ppc</code>, or <code>paid</code>.
— 'email' as a source with no recognized medium also falls through.
— Auto-tagging from Ads (the gclid) only maps if the Ads link is active: Admin → Product Links → Google Ads.

Fix tags going forward; you can't relabel historical sessions.

TL;DR: Unassigned = bad/blank utm_medium. Use cpc/ppc/paid and link Ads for gclid.

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