One order in four had no traffic source. One header on the payment page took it from 26% to 4%.
An online retailer, Germany.
Connected: Google Analytics, Google Ads. Period: 2026.
| What we measured | Before | After |
|---|---|---|
| Revenue with no traffic source | 26% | 4% |
| Orders without a source | 1 in 4 | 1 in 25 |
What was wrong
A quarter of all revenue in Google Analytics sat under "(not set)", meaning orders with no traffic source at all. Google Ads and organic search got credit for far fewer sales than they brought.
What we did
Trackian traced the lost source to the payment step. The payment page sent visitors back without telling the browser where they came from, so Analytics started a new visit with no source on the thank-you page.
The fix was one header on the payment page (Referrer-Policy). The shop's developer applied it the same week.
What changed
Revenue with no source fell from 26% to 4%. Most of the credit went back to Google, mainly to organic search.
Where the numbers come from
Read from the customer's own Google Analytics, with their permission, comparing the month before and the month after the change. The customer is not named.
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Almost every order was counted twice and half had no traffic source. Three weeks later, each order counts once.
56%0.9% purchases with no traffic sourceA children's store, EUFor 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.
24,000 EUR70 EUR revenue a month with no sourceFind out which of these is yours
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