Google Analytics 4 – Unassigned (not set) problem in Mollie

  • Resolved Dave Loodts

    (@davelo)


    2 months, 2 weeks ago

    Depending per shop, we notice that 10% to 30% of the measures purchases are attributed in Google Analytics 4 to “Unassigned(not set)”.
    This means: Google Analytics lost track of the session when a buyer lands back on the purchase confirmation page coming from a payment platform; so it set’s them to Unassigned(not set) in the Traffic Report. So, for some shops we lose 30% of the capability to understand where our purchases come from. That’s absolutely not ideal.

    In the GA-4 User Reports it attributes it to the Direct channel, obviously as it “thinks” it’s an immediate direct purchase. (of course that is mostly rare)

    Unassigned could have multiple reasons: cookie blockers, no consent, payment app issues, etc.
    But we’re investigating this now for 8 months (!), tried everything in our power like deactivating cookiebanners, using other Pixel Managers…. nothing worked.

    After comparing all our shops we noticed one shop has no problem with Unassigned. The main difference was it’s payment provider: they use Multisafepay.
    The majority of our shops uses Mollie, and we use over there a Premium Pixel Manager (sweetcode) and they also mentioned that Mollie is known to them causing more challenges on this matter.

    So, is this kind of problem known at Mollie?
    And what can you do about it?

    • This topic was modified 2 months, 2 weeks ago by Dave Loodts.
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  • Plugin Support Femi

    (@femiyb)

    Hello @davelo

    This issue isn’t something known at Mollie. The Mollie plugin itself doesn’t manage Google Analytics tracking. If tracking is lost for some payments, it might be best for the GA plugin developer to investigate where the issue occurs. Once they identify how Mollie might be involved in the tracking disruption, we can look into it further. Without more specific information, it’s difficult for us to pinpoint where the issue may lie.

    Regards,
    Femi.

    Thread Starter Dave Loodts

    (@davelo)

    Hi, we probably found the pain points with the attribution measuring: mainly the Mollie payment gateways: Belfius and KBC.

    The Analytics plugin of Sweetcode also has reports on the percentage of buyers that return to the thank-you page per payment gateway. For bancontact and ideal it goes like a breeze: 100% returns to the thank-you page.

    But Belfius swings between 30% (!) and 70% (max), KBC between 70% and 90%.; and probably that makes Google Analytics cluessles on what session the traffic is attributed. In most case; in the User Report it connects it to “direct” (obviously).
    That one shop with Multisafepay also uses Belfius: the number is 93% (which is rather okay)

    So, we asked one shop-owner with Mollie to do a test-run with KBC and Belfius de-activated, buyers can still buy via the bancontact method. So, curious about the outcome of that test.

    But overal: i guess there are some issues at the side of Belfius and KBC. I only have one customer with Multisafepay; so too less of data to really compare. And i don’t know how Mollie can influence or impact those issues at the payment gateway side…

    • This reply was modified 2 months, 2 weeks ago by Dave Loodts.
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