What does "not measured" mean in Vibel's attribution?

Not measured means Vibel could not tell where an order came from. It is not a zero, it is not a verdict that a channel underperformed, and it has a short, checkable list of causes.

The short answer

Not measured is Vibel's honest answer to "we do not know", used specifically so it is never confused with "we checked, and it came from nowhere" or "this channel earned EUR 0".

An order can be real, profitable, and genuinely driven by an ad, and still show as not measured if the signal that would prove it never reached Vibel. The order is not being hidden or discounted, it is being reported honestly as unattributed rather than guessed at.

Why Vibel shows it this way instead of folding it into direct or organic

Treating an unmeasurable order as direct traffic would make a struggling paid channel look like a strength in free traffic, when the real explanation is a tracking gap. Treating it as EUR 0 attributed revenue would make the channel look like it is failing, when it may not be.

Both of those collapse two different facts, could not check and checked and found nothing, into one number. Vibel keeps them separate on purpose: a growing not measured share is a signal to go fix tracking, not a signal to cut a channel's budget.

The common causes, in rough order of how often they show up

Most not measured orders trace back to one of these.

1No click id reached the order at all. The shopper came back later through a bookmark, a direct type-in, an email link, or an organic search, none of which carry an ad click id to begin with. This is often the correct, honest answer, not a bug.
2A click id was present on the landing page but never made it to Vibel: a tracking template rebuilding the URL, a redirect that dropped the query string, or a link shortener in between. See the gclid page for the Google Ads version of this specifically.
3Consent. Where analytics or advertising consent is required and the shopper declined, the order correctly carries no attribution, by design, not by failure.
4An attribution window that had already closed. A click from three weeks ago falling outside a seven-day window is a real limitation of attribution, not a tracking defect.
5An integration not connected yet, or disconnected partway through the order's journey, so the session-to-order link was never written down.

What to do about a rising not measured share

Treat it as a tracking question first, a budget question second.

1Check which channel's share is rising. A single channel climbing points at that channel's own tracking setup (a changed tracking template, a new redirect, a paused integration).
2Confirm click ids are actually arriving on landing pages for that channel, the same two-minute browser check described on the gclid page.
3Confirm the integration for that channel still shows connected in Settings, Connections, and was not silently disconnected by a token expiring.
4Only once tracking is confirmed healthy should a persistently high not measured share change how you read that channel's reported performance, since at that point it is a real measurement limit rather than something fixable.

What is gclid, and why does Vibel need it?

Consent, the EU banner, and what Vibel sends without it →