Fixing Source/Medium Not Set in GA4 - Reasons and Solutions

Learn to diagnose and fix the common "not set" source and medium issue in Google Analytics 4 reports through this comprehensive 16-minute tutorial. Discover the root causes behind missing attribution data, including incorrect tag firing sequences where event tags execute before Google Config tags, server-side implementation problems, and measurement protocol complications. Explore how missing session_start events and audience triggers can impact data collection, while understanding the role of incorrect UTM parameters in attribution failures. Master troubleshooting techniques for identifying spam traffic that skews your reports and learn why excluding recent data from today and yesterday can provide clearer insights. Gain practical solutions for each identified issue, from proper tag configuration and server-side setup to UTM parameter validation and traffic filtering strategies, ensuring accurate source and medium tracking in your GA4 implementation.