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Consistent assignment is handled by using a hashing algorithm that takes the

id

(or hash attribute you select) and assigning users based on that. If their id stays the same and the experiment settings don't change, the user will be persisted: https://docs.growthbook.io/experiments#how-growthbook-assigns-users-to-experiments

Any idea what might cause the id not being persistent? We have also seen some multi-exposure issues lately and plan to solve it with sticky bucketing, however, as we do not know the cause we are not sure if this will help. We also use GA/BQ as the data source.

@helpful-application-7107 Thanks for your explanation, will check this!

With GA4 the issue is almost always the following: https://docs.growthbook.io/kb/experiments/troubleshooting-experiments#solution-3-ensure-the-hash-attribute-and-identifier-type-match