Google Analytics has recently implemented updates to improve campaign data quality and attribution accuracy. A significant change is the introduction of the label '(data not available)' in reports, indicating when information hasn't been processed. Improvements include using aggregate identifiers when GCLID is unavailable to prevent over-attribution to paid channels. Also, manual tagging with UTMs can act as a fallback for maintaining attribution integrity. These measures aim to enhance reporting accuracy and ensure users can better understand data discrepancies in their analytics.
Google Analytics is elevating data quality and making high-quality data the standard in this dynamic environment.
Google started rolling out aggregate identifiers to maintain reporting accuracy in situations where Google Analytics cannot automatically retrieve campaign information.
A new label, '(data not available)', will appear in traffic source fields when Google Analytics hasn't received or processed the information.
Google Analytics will utilize aggregate identifiers as a secondary option when the Google Click Identifier cannot be used.
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