For eight months, up to 24,000 EUR of revenue a month had no traffic source. A new tracking plan brought it down to about 70 EUR.
A children's store, EU.
Connected: Google Analytics, Meta, Tag Manager. Period: January to September 2026.
| What we measured | Before | After |
|---|---|---|
| Revenue a month with no traffic source | 15,000 to 24,000 EUR | about 70 EUR |
What was wrong
From January to August, between 15,000 and 24,000 EUR of revenue a month arrived in Google Analytics with no traffic source. "Unassigned" was the store's biggest channel.
Each ad platform was judged on the orders it got credit for, so every one of them looked worse than it was.
What we did
We wrote a tracking plan: what each event must carry, where it fires and in which order.
We put the plan live in Google Tag Manager as a new container version, and kept the old version so the change can be undone in one step.
What changed
In September, revenue with no traffic source was about 70 EUR. The ad platforms now get credit for the orders they bring.
Where the numbers come from
Read from the customer's own Google Analytics, with their permission. Before is January to August 2026, after is September 2026, same property. The customer is not named.
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