Unassigned Traffic

What is Unassigned Traffic?

Unassigned traffic refers to clicks that have no Referrer but do have UTM parameters present on the landing page URL. This indicates the traffic came from somewhere other than direct access, but Ruler couldn't automatically categorize it into a standard marketing source.

Why Does This Happen?

Unassigned traffic can occur for two main reasons:

1. Incorrect UTM Mapping

Your UTM parameters may not be correctly mapped to Ruler's core marketing channels (such as Google or Meta). When this happens, valid traffic from these sources won't be properly attributed.

What to do: Review your unassigned traffic to identify any patterns that suggest misconfigured UTM mappings for your primary channels. See our best practices on URL tagging here.

2. Traffic from Non-Core Sources

The traffic may be coming from marketing channels that Ruler doesn't have as a built-in marketing source. This is common for niche or specialized platforms.

What to do: Create Custom Sources to group this traffic in a more meaningful way that aligns with your marketing strategy.

How to Review Unassigned Traffic in Ruler?

• Using the 'Advanced Reports' in Ruler we recommend doing a query to look at Marketing Source > UTM source or Marketing Source > UTM campaign. You can apply a filter or search for just the Marketing Source 'unassigned'. This allows you to see which UTM values are showing up with your unassigned traffic and help give insight into whether its an incorrect tagging / need for custom source creation.
• You can also see more individual level unassigned conversions in any of your events reports.

How to Create Custom Sources

You can set up Custom Sources to better organize and track traffic from non-standard channels:

1. Go to Settings
2. Select Custom Sources
3. Create a new source with your desired parameters

See more on Custom Source tracking here.

This allows you to group unassigned traffic in a way that makes sense for your business and reporting needs.