What is Organic & Unassigned and what do its rows mean?
Organic & Unassigned lists the sales that did not come from a campaign in your table, such as email, direct visits, search engines and coupons.
What Organic & Unassigned is
Every order in your store ends up somewhere in the Ads Manager. Orders that TrueROAS can tie to a campaign from a connected ad platform go on that campaign's row. Everything else goes under Organic & Unassigned, at the bottom of the campaign list, just above the Summary row.
The name covers the two kinds of sales in it. Organic sales come from channels you do not pay for per click, such as email, unpaid search and social media posts. Unassigned sales are ones TrueROAS could not assign to a campaign in your table, such as direct visits, coupons and ads without tracking.
Hover over the info icon next to the name to read Sales we could not tie to a campaign in this table, such as email, search, direct visits and ads without tracking.
The list is open when the page loads. Click the Organic & Unassigned row to close or open it. Sources of the same kind are bundled into one row with a count, for example Email (3). Click a bundle to see the sources inside it.
The groups you can see
| Group | What is in it |
|---|---|
| Direct | Orders where TrueROAS found no click to give credit to. The customer typed your address, used a bookmark, or came from a click that lost its tracking on the way. |
| Orders after a click in an email, for example from Klaviyo or another email tool. | |
| Google search & shopping | Orders after a click on an unpaid Google search or shopping result. |
| Bing, DuckDuckGo, Brave | Orders after a search on those search engines. |
| Facebook, Instagram | Orders from those platforms where the link carried no ad tracking, such as a post, a profile link or a shop. |
| TikTok, YouTube, Snapchat, Pinterest, WhatsApp | Orders from those platforms that do not belong to a campaign in your table. Pinterest and Snapchat orders that carry no campaign at all show as pinterest organic and snapchat organic. |
| Meta ads (untracked) | Orders that came from a Meta ad, but the ad could not be matched to a campaign, usually because the ad's link is missing its tracking parameters. |
| Google Ads (untracked) | Orders that came from a Google ad where the campaign could not be identified. |
| Websites & links | Orders after a click on a link on another website. Payment and checkout pages that send the customer back to your store, such as Klarna or Shop Pay, land here too. |
| Affiliates | Orders from affiliate network links. |
| Coupons | Orders counted by the discount code that was used. |
| Shopify | Orders created inside Shopify, such as draft orders. |
You only see the groups that had sales in your date range.
Instagram rows start with IG and Facebook shopping rows with FB Shopping. Hold the mouse for about two seconds over a Direct, Facebook, Instagram, FB Shopping or TradeDoubler affiliate row to read what it means.
Which columns are filled
The rows under Organic & Unassigned have no ad spend. They fill Sales, NC Sales, Conversion, New Customers, Assist, Refunds, COGS, Profit and, for stores that collect leads, the lead columns. Spend, clicks, impressions and every ratio that needs spend, such as ROAS and CPA, stay empty.
Click Sales, NC Sales, Conversion or New Customers on a source to see its orders, or Assist to see the orders it assisted. Clicking the name of a source does not open them. See How do I see the orders and customer journey behind a campaign?.
Without a column sort, the sources are listed by their number of orders, highest first.
When a row looks wrong
- A large Direct row. Some of your ads are probably missing tracking parameters, so their clicks cannot be recognised. Check your ads under UTM Manager in the left menu, as described in Why do sales from my ads show as untracked or organic?.
- Many orders under Meta ads (untracked) or Google Ads (untracked). The same cause: the ad was clicked, but its link did not say which campaign it belongs to.
- A row ending in (Click to integrate). TrueROAS saw clicks from a Google Ads or TikTok campaign, but that ad platform is not connected. Click the name to open the page where you connect it. Once it is connected, orders TrueROAS can match to a campaign move to that campaign's row with spend. If the ad platform is connected and the campaign still cannot be matched, the row reads Google Ads Campaign: or Tiktok Ads Campaign: followed by the campaign ID, without (Click to integrate), and is not a link.
- A row with the Meta logo and a name such as Meta Ad. A Meta ad that TrueROAS could not match to an active ad in your ad account. The name comes from the tracking in the ad's link, or reads Meta Ad when there is none. If hovering shows Press to fetch again from API: We could not match this to an active ad in your ad account, click the name to look the ad up again. When the ad is found, the row shows its campaign and ad set above the ad name. With two or more of these rows, you find them inside Meta ads (untracked).
- Meta ad rows after you set the Meta Campaign Name Filter. The filter hides Meta campaigns, not their sales, so those sales show up here. See What is the difference between the Meta Campaign Name Filter and Campaign Auto-Filters?.
Organic & Unassigned and Incremental Attribution
Many orders under Organic & Unassigned were started by an ad: someone saw your ad, searched for your brand a day later and bought. With Incremental Attribution turned on, part of the sales in these rows is moved to the campaigns that most likely caused them, so the Organic & Unassigned numbers go down and the campaign numbers go up by the same amount. See What is Incremental Attribution and how does it work?.
Good to know
- The search box and the platform buttons also filter the rows under Organic & Unassigned. The Organic & Unassigned platform button shows only these rows. See How do I search campaigns, pick a platform and sort the table?.
- Campaign Auto-Filters do not touch Organic & Unassigned.
- Organic & Unassigned sales are part of the Summary row, which is why the Summary ROAS is higher than your campaign rows suggest. See What does the Summary row at the bottom of the table add up?.
- Each Organic & Unassigned entry is one line in the Campaigns export. See How do I export my campaign data to a CSV file?.
- When Google Ads is connected, a Google Ads (untracked) row looks up its campaign by itself. If that campaign is in your table, the row's sales move onto the campaign row and the source row disappears.
- The Dashboard counts many of these orders toward a channel, for example the Facebook and Instagram rows toward Meta. See Why don't my Dashboard Meta or Google sales match the Ads Manager?.
- You cannot move an order from Organic & Unassigned to a campaign by hand, rename a source, or hide a single source.