Unassigned in GA4 has increased since implementing cookiebanner
After setting up the cookie banner, the percentage of unassigned traffic within GA4 often increases. A functioning CMP (Consent Management Platform) and, therefore, a functioning cookie banner can cause the Google Tag and certain GA4 event tags to not be properly triggered within Google Tag Manager. In this helpdesk article, we explain why this happens and how it can be resolved.
The first page of the first session is not measured
When you set up the cookie banner and properly configure the consent overview settings, there is a high chance that the first page visits are no longer properly tracked. These first page visits are where UTM parameters from your visitors are read. The Google Tag and page_view event tags are often set to trigger on Initialization or Page View. However, updating the visitor’s consent occurs after this step, preventing the Google Tag and GA4 page_view event tag from firing due to GTM’s Built-In Consent Checks. When the visitor updates their consent, the Google Tag and page_view event tags need to be triggered again.
You can resolve this by following the steps outlined in this article: Correctly Triggering the Consent Update
The first page of the first session is not measured
When you set up the cookie banner and properly configure the consent overview settings, there is a high chance that the first page visits are no longer properly tracked. These first page visits are where UTM parameters from your visitors are read. The Google Tag and page_view event tags are often set to trigger on Initialization or Page View. However, updating the visitor’s consent occurs after this step, preventing the Google Tag and GA4 page_view event tag from firing due to GTM’s Built-In Consent Checks. When the visitor updates their consent, the Google Tag and page_view event tags need to be triggered again.
You can resolve this by following the steps outlined in this article: Correctly Triggering the Consent Update
Updated on: 16/08/2024
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