Rows and shares
Tallgrass Outfitters, 2026-10-01 to 2026-10-28. Rule: share = row sessions / total sessions (52,000), by script. The two rows are kept exactly as labeled and are not added together: they come from different dimensions and may overlap.
| Row | Label | Sessions | Share of total |
|---|---|---|---|
| N1 | session source / medium '(not set)' | 3,900 | 7.50% |
| N2 | default channel group 'Unassigned' | 4,300 | 8.27% |
URL tag check
Checking utm_source, utm_medium and utm_campaign (Google's URL builder page lists these, for example "utm_medium: Marketing medium").
| URL | Landing URL | utm present | utm missing | Result |
|---|---|---|---|---|
| L1 | https://tallgrass.example/boots?utm_medium=email&utm_campaign=oct_boots | utm_medium, utm_campaign | utm_source | incomplete utm set |
| L2 | https://tallgrass.example/?utm_source=instagram&utm_medium=social&utm_campaign=fall | utm_source, utm_medium, utm_campaign | complete | |
| L3 | https://tallgrass.example/sale?utm_campaign=influencer_kit | utm_campaign | utm_source, utm_medium | incomplete utm set |
| L4 | https://tallgrass.example/jackets?gclid=abc123 | none | - | no utm (gclid present) |
| L5 | https://tallgrass.example/?utm_source=newsletter | utm_source | utm_medium, utm_campaign | incomplete utm set |
Setup leads
| Lead | Setup value (your input) | Why it is a lead |
|---|---|---|
| S1 | Google tag trigger in GTM: All Pages (Page View) | Google says source / medium is (not set) when session_start is missing, which "can happen if your Google Analytics config tag trigger isn't set to use the “Initialization” trigger type". |
| - | Google Ads linked: yes; auto-tagging: on | No lead: these rule out the unlinked account and auto-tagging causes on Google's list. |
Lead map
Leads, not proven causes.
| Lead | Evidence | Rows it could explain |
|---|---|---|
| S1 trigger type | setup row above | N1, and N2 through it: Google says (not set) source / medium "will be shown as Unassigned" |
| Incomplete utm sets | L1, L3, L5 | N1 and N2: Google lists "incomplete or incorrect parameters" as a cause |
| L4 gclid only | auto-tagged Google Ads click | no lead: auto-tagging is on and Ads is linked |
| Count | Value |
|---|---|
| URLs checked | 5 |
| URLs with an incomplete utm set | 3 |
| Leads found | 2 |
Check list
- In GTM, change the Google tag trigger to Initialization (or confirm with your developer why All Pages is used). HELD.
- Fix tags on L1, L3, L5: add only the parameters missing on each (L1: utm_source; L3: utm_source, utm_medium; L5: utm_medium, utm_campaign). HELD. Ask who owns each link: email (L1), the influencer kit (L3), the newsletter (L5).
- After changes, compare the (not set) and Unassigned shares for a later range with the table above. I cannot tell from this data how many of the 3,900 sessions each lead explains.
Questions for you
- Is there a reason the Google tag fires on All Pages instead of Initialization (consent or another tag depending on it)?
- What values should the missing parameters carry? L1 needs utm_source; L3 (influencer_kit) needs utm_source and utm_medium; L5 (utm_source=newsletter) needs utm_medium and utm_campaign. I will not guess the values.
Needs your decision
- Approve the trigger change and the link tag fixes (HELD).