Google Analytics tackles (not set) attribution with latest update

On July 26, 2024, just three days ago, Google announced a significant update to its Analytics platform, addressing a long-standing issue that has plagued digital marketers and data analysts: the prevalence of (not set) attribution values in reports. This update, focusing on the handling of automatically collected events, represents a major step forward in improving data quality and attribution accuracy for millions of Google Analytics users worldwide.

According to Google, the primary change introduced in this update requires users to have either a config command or the Google tag installed on a web page for automatically collected events to be sent. This new requirement aims to prevent these events from being sent independently of the tag configuration, which was the root cause of the problematic (not set) attribution values appearing in reports.

To fully appreciate the significance of this update, it's crucial to understand what (not set) attribution values are and why they've been a persistent issue for Google Analytics users. In the context of web analytics, (not set) is a default value that appears when Google Analytics is unable to determine or categorize a piece of information. This often occurs in attribution reports, where (not set) indicates that the system couldn't identify the source or medium of a particular user interaction or conversion.

The presence of (not set) values in reports has long been a source of frustration for marketers and analysts. These values create gaps in data that can lead to incomplete or inaccurate analyses of marketing performance. When a significant portion of traffic or conversions is attributed to (not set), it becomes challenging to make informed decisions about marketing strategies, budget allocation, and overall campaign effectiveness.

Automatically collected events, which include actions such as page views, scrolls, outbound clicks, and file downloads, are designed to provide valuable insights into user behavior without requiring additional code implementation. However, the independent collection of these events, without proper context from the overall analytics configuration, often resulted in incomplete attribution data, manifesting as (not set) values in reports.

The technical details behind this update involve changes to how Google Analytics processes and attributes these automatically collected events. By requiring a config command or the presence of the Google tag, the system ensures that these events are properly contextualized within the overall analytics setup of a website. This context allows for more accurate attribution of the events to specific sources, mediums, and campaigns.

For website owners and digital marketers, this update may necessitate a review of their current Google Analytics implementation. Those who have been relying solely on automatically collected events without proper configuration will need to take action to ensure continued data collection and to benefit from the improved attribution accuracy. While this might require some initial effort, the long-term benefits in terms of data quality and insights are substantial.

The impact of this change extends beyond just cleaner reports. With fewer (not set) values, marketers can expect to gain a clearer picture of their marketing funnel and customer journey. This improved visibility can lead to more effective optimization of marketing campaigns, better understanding of user behavior, and more accurate return on investment (ROI) calculations for various marketing initiatives.

Moreover, the reduction of (not set) values aligns with the broader trend in digital marketing towards more granular and accurate measurement. As the digital ecosystem becomes increasingly complex, with users interacting across multiple devices and channels, the ability to accurately track and attribute these interactions becomes crucial. Google's update to Analytics reflects this need for more precise measurement tools in the face of evolving user behaviors and marketing technologies.

It's important to note that while this update significantly reduces the occurrence of (not set) values, it may not eliminate them entirely. There will still be instances where Google Analytics is unable to determine the source of an interaction, particularly in cases of direct traffic or when users have stringent privacy settings that limit tracking. However, the overall reduction in (not set) values should provide a much clearer and more accurate picture of marketing performance.

For businesses that have been struggling with high percentages of (not set) values in their reports, this update could lead to significant revelations about their marketing performance. Channels or campaigns that were previously undervalued due to attribution issues may now show their true impact. Conversely, some channels might appear less effective once proper attribution is in place. These insights could drive substantial shifts in marketing strategies and budget allocations.

The update also has implications for historical data analysis. While Google has not provided specific guidance on how this change might affect historical data, it's likely that there will be a noticeable shift in attribution patterns from the point of implementation forward. Analysts and marketers should be prepared to explain these changes to stakeholders and possibly reassess historical performance metrics in light of the more accurate data now available.

From a technical perspective, the requirement for a config command or Google tag installation raises questions about implementation across different types of websites and content management systems. While many popular platforms have built-in support for Google Analytics, some custom-built sites or those using less common systems may require additional work to ensure compliance with the new requirements. This could potentially lead to a period of adjustment as web developers and site owners update their analytics implementations.

Looking ahead, this update to Google Analytics signals the platform's continued evolution in response to user needs and changing digital landscapes. As data quality becomes increasingly crucial for effective digital marketing, we can expect further refinements and enhancements to analytics platforms. The focus on reducing (not set) values demonstrates Google's commitment to providing more accurate, actionable insights to its users.

In conclusion, the July 26, 2024 update to Google Analytics represents a significant step forward in addressing the long-standing issue of (not set) attribution values. By requiring proper configuration for automatically collected events, Google has enhanced the platform's ability to provide accurate, comprehensive attribution data. While this change may require some adjustment from users, the long-term benefits in terms of data quality and decision-making potential are substantial. As the digital marketing landscape continues to evolve, such improvements in analytics capabilities will be crucial for businesses seeking to understand and optimize their online presence.

Key facts

The update was announced on July 26, 2024.

It requires a config command or Google tag installation for automatically collected events.

The change aims to prevent (not set) attribution values in reports.

(not set) values occur when Google Analytics can't determine the source of an interaction.

Automatically collected events include actions like page views, scrolls, and outbound clicks.

The update ensures these events are properly contextualized within the overall analytics setup.

This change may require users to review and update their Google Analytics implementation.

The update aligns with the trend towards more granular and accurate measurement in digital marketing.

It may lead to shifts in perceived marketing performance as attribution becomes more accurate.

The change reflects Google's ongoing efforts to improve data quality in Analytics.