Unattributed traffic is high

Unattributable traffic is the share of non-bot pixel visits for which Adsu cannot resolve a source from click ID, UTM values, a recognized referrer, or landing-page evidence. It is separate from bot traffic.

Common causes

• Ad URLs do not contain the recommended Google or Meta parameters.
• A redirect or link shortener strips the query string.
• The pixel loads only after the first landing page and misses the original URL.
• Email templates omit or rewrite provider-specific recipient and campaign parameters.
• A funnel crosses domains and the destination is not instrumented.

Diagnose by source

1. 01
   Open Tracking → Sources and identify which source labels or null tail grew.
2. 02
   Test one real link from each affected channel.
3. 03
   Follow every redirect and inspect the final URL.
4. 04
   Compare the observed parameter names with Tracking → Parameters.
5. 05
   Repair the earliest step that drops the evidence, then measure new traffic rather than expecting old visits to be reconstructed.