31 Mar 2025 · GA4 · medium severity · fix verified 9 Sept 2026
New '(data not available)' value for source and medium
'The value appears when data isn't available in Google Analytics for the source and medium traffic-source dimensions. This can help more accurately attribute data from the Direct channel to Cross-network.'
Source: What's new archive — Mar 31, 2025.
What it breaks
A new row appears in source/medium reports; filters that exclude '(not set)' miss it; Direct shrinks from the release date.
Who it hits: Anyone trending Direct or filtering source/medium.
The fix
Add '(data not available)' to your exclusions or explanations; annotate 31 Mar 2025 on Direct.
fix artifact · #A-009
Source group and UTM audit checklist
The checks that keep channel reports honest through Google's dimension changes: the Google tag before custom events, one family of traffic-source dimensions per report, Source Group vs raw source, the primary channel group frozen and documented.
- 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