Unassigned markets
Learn what the Unassigned market is, when Littledata sends events to it, and how to configure it per destination.
Littledata adds a special market called Unassigned Market next to your Shopify markets. It catches events that can't be matched to a Shopify market, so they still reach your destinations. This page explains when that happens and how to manage it.
What the unassigned market is
When you turn on the Markets module, Littledata fetches your active Shopify markets so you can configure each destination per market. Alongside them, Littledata creates one internal fallback market. It:
Exists only in Littledata. It is not created in Shopify.
Appears in the markets table of every market-aware destination, always as the last row.
Is used when Littledata can't work out a Shopify market for an event.
Events in the unassigned market are still sent to your destinations. They aren't dropped or assigned to the wrong market.
Why it exists
Shopify doesn't always give enough context to identify the market for every event. Without a fallback, events could be dropped or credited to the wrong market, and your reporting would be less reliable. A fallback market keeps these events visible and lets you decide how to handle them.
When events go to the unassigned market
An event goes to the unassigned market when Littledata can't find a Shopify market for it. This usually happens with orders created outside the online store, where there is no storefront session:
Draft orders
POS orders
Orders created directly in the Shopify admin
Orders from other sales channels, such as Amazon or marketplace apps
It can also happen when the tracking script can't read the market on the page, for example when Shopify's market data is missing when the event fires.
Market parameters for unassigned events
Littledata events include market_id and market_handle (see Setup & sync flow for Shopify Markets for which destinations support them). For events in the unassigned market, these are fixed values that don't match any Shopify market:
market_id
0
market_handle
unassigned_market
You can use these values to filter or segment unassigned events in GA4 and other destinations.
Configuring the unassigned market
The unassigned market works like your other markets:
It appears automatically on every market-aware destination when the Markets module is on.
You can change its settings per destination, just like any Shopify market.
It stays available as a fallback whenever an event can't be matched to a market.
Related articles
Last updated
Was this helpful?