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Breakeven ROAS = 1 ÷ profit margin. A 50% margin means you need a 2.0 ROAS just to break even. Here is the formula, a margin-by-margin table, and how to set a real target above it.

Unassigned traffic in GA4 means the source/medium of a session matched none of the default channel rules. Here is exactly why it happens and how to fix each cause.

The most damaging robots.txt mistakes: using it to deindex pages (it cannot), blocking CSS and JS, wildcard errors, staging disallows shipped to production, and misread server errors.

GA4 default channel grouping categorizes traffic into 19 buckets using rigid, top-down regex rules where a single uppercase letter breaks attribution.

UTM parameters dictate how GA4 groups your traffic. Learn the strict, error-proof naming conventions to eliminate 'Unassigned' traffic.