Why are my GA Connector events being attributed to “Unassigned” in the traffic acquisition report?

To ensure events are properly attributed to the original session in Google Analytics 4 (GA4), the event must include the corresponding Session ID (session_id).

GA Connector automatically tracks and stores the session ID, but depending on your current setup, you may need to take additional steps to ensure this value is captured and sent correctly with your events.

Zoho CRM  

If you’re using Zoho CRM, follow these steps to ensure the session ID is properly captured:

  1. Install the Latest Extension
    • Download and install the latest version of the GA Connector extension here.
    • Important: If you already have an older version installed, simply upgrade it. Do not uninstall the previous version to avoid breaking configurations.
  2. If You Are Using Hidden Fields on Forms
    • Add a new hidden field to your form.
    • Set the name or ID of this field to: GA_Session_ID
    • In Zoho CRM, map this hidden field to the “Session ID” field.
  3. If You Are NOT Using Hidden Fields
    • You can skip step 2, once the extension is updated, GA Connector will automatically sync the session ID directly to Zoho CRM.

Salesforce

For Salesforce users, follow these steps to create and capture the Session ID field:

  1. Go to Setup > Object Manager, and select the object you’re using (e.g., Lead, Contact).
  2. Navigate to Fields & Relationships and click Create New Field.
  3. Choose Field Type: Text, then click Next.
  4. Set the Field Label to: “Session ID” or any label you prefer
  5.  Important: Set the Field Name to: gaconnector_GA_Session_ID
  6. Set the field length to 255, then save and create the field.
  7. If You Are Using Hidden Fields on Forms
    • Add a hidden field to your form.
    • Set the name or ID of the field to: “GA_Session_ID“
    • Map this field to the newly created Session ID field in Salesforce.
  8. If You Are NOT Using Hidden Fields
    • You can skip step 7, once the custom field in Salesforce is created, GA Connector will automatically sync the session ID to it.

Delayed Events

GA4 imposes a 72-hour window for session attribution. If an event is sent more than 72 hours after the original session, GA4 may no longer associate it with that session, and the session source may appear as “(unassigned)” in reports.

Examples of Events that commonly occur after 72 hours:

  • When a deal is marked as won in your CRM.

  • When a lead progresses through the sales funnel.

Even though these events are delayed, GA Connector ensures they are sent with the correct original timestamp, so you can reconstruct the original session linkage using tools like BigQuery, where session-level joins on client_id, or session_id, can be performed.