Google has announced two new updates for Google Analytics 4 (GA4), aimed at reducing (not set) issues and improving conversion attribution.

Config Requirement for Automatically Collected Events

GA4 now requires either a config command or the Google tag to be installed on a web page before sending automatically collected events. This change addresses a previous issue where events sent independently of tag configuration resulted in (not set) attribution values in reports.

Improved Attribution Channel Assignments

The second update focuses on enhancing the accuracy of channel group assignments for key events. This improvement in data processing aims to reduce the number of events incorrectly attributed to the Direct channel grouping.

These updates collectively work to provide GA4 users with more precise data, enabling better-informed decision-making based on more accurate event attribution and channel grouping assignments.