This article covers the common causes of unassigned traffic in GA4 and tips to ensure your campaigns are accurately tracked and optimized. Unassigned traffic refers to web traffic that isn’t categorized under any of the traffic sources or mediums provided by Google Analytics 4 (GA4). What are the causes and how to prevent unassigned traffic in GA4? Use of audience triggersAs Himanshu Sharma highlighted the use of audience triggers in GA4 can greatly increase the volume of unassigned traffic. Managing unassigned traffic in GA4Addressing unassigned traffic in GA4 requires a combination of best practices, accurate tracking, and awareness of potential causes.