Knowledge Base

Self-contained definitions you can cite out of context, each with how to check or verify it in a real setup.

Google Analytics 4

Unassigned (GA4 channel group) Unassigned is a default channel group in GA4's traffic acquisition reports that captures sessions GA4 could not match to any defined channel rule — such as Direct, Organic Search, or Paid Social — because the session lacked the source, medium, or campaign data those rules require. It is a fallback bucket, not a traffic source in itself, and a session lands there when its available parameters don't satisfy any channel-grouping condition. A high share of Unassigned traffic signals a data-quality gap in how sessions are tagged or measured, not a real acquisition channel driving that traffic.

Google Tag Manager

dataLayer The dataLayer is a JavaScript array that a website pushes structured event data into, acting as a message queue between the site's code and a tag management system such as Google Tag Manager. Each push — typically an object with an event name and related parameters, such as a purchase with its items and value — is read by GTM's triggers and variables, which decide which tags to fire and what data to pass them. It decouples the site's code from the tags themselves, so tracking logic can change in GTM without editing the site's source code.

Server-Side Tracking

Ad Platforms

Consent Mode v2 Consent Mode v2 is Google's framework for signaling a website visitor's cookie consent status to Google tags — Google Ads, Google Analytics, Floodlight — so those tags adjust their behavior instead of firing unconditionally. It defines consent signals, including ad_storage and analytics_storage, plus ad_user_data and ad_personalization added in v2, that a consent management platform sets to granted or denied based on the visitor's choice. Depending on the mode implemented, tags either don't fire without consent (basic) or fire in a cookieless, modeled form (advanced).

Data Quality

Order (or revenue) reconciliation Order reconciliation is the process of matching individual orders recorded in a commerce platform's backend, such as Shopify or a payment processor, against the same orders as reported by analytics and ad platforms such as GA4 or Meta Ads, using the backend as the source of truth. It works order by order rather than only comparing aggregate totals, so it can identify which specific transactions are missing, duplicated, or mismatched in value rather than just that a discrepancy exists somewhere. The output is typically a list of unmatched or mismatched orders plus the pattern connecting them, pointing to a specific tracking failure rather than a vague revenue gap.

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