22 May 2024 · GA4 · medium severity · fix verified 9 Sept 2026
Improved attribution channel assignments — fewer key events in Direct
'…you'll now see fewer events incorrectly attributed to the Direct channel grouping and get more accurate channel grouping…'
Source: What's new archive — May 22, 2024.
What it breaks
Direct falls and other channels rise from 22 May 2024; a trend break.
Who it hits: Anyone trending channels.
The fix
Annotate the date; re-baseline channel targets.
fix artifact · #A-005
Attribution reconcile sheet
Two 28-day exports side by side — last-click and data-driven — per campaign delta, and the Smart Bidding re-baseline arithmetic.
- verified_on
- 2026-09-09
- next re-check
- 2026-12-01
- status
- current
Sources linked on every entry · artifacts stamped and re-verified · ← all changes