Fixing (not set) in Google Analytics: Beginner-Friendly Guide

Google Analytics is one of the most powerful analytics tools out there—and it’s free! However, that doesn’t mean it’s perfect. It can be difficult sometimes to figure out what certain metrics mean, which settings you need to use, or how to set up custom reports, for example.

One common head-scratcher is the (not set) that pops up in our reports.

If you’ve ever found yourself staring at a GA4 report, wondering why some of your data is labeled as (not set), you’re not alone. This little placeholder can throw a wrench in your data analysis, leaving you with incomplete insights and unanswered questions.

But don’t worry! In this post, I’ll explain the basics (and a few not-so-basics) about (not set) in Google Analytics. I’ll go over what it means, where it commonly appears, and most importantly, how to fix it. By the end, you’ll hopefully be able to identify the problem and fix it, ensuring your analytics are as accurate and insightful as possible.

If you’re still having problems, I’ll provide you with some resources to get the help you need.

Table of Contents

What does (not set) mean in Google Analytics?

In Google Analytics, “(not set)” is a placeholder that appears when there’s not enough information to categorize a piece of data properly. This occurs when the tracking code does not collect the required information, such as missing campaign parameters, mismatched data processing, or undefined sources. It’s a way of saying, “Hey, I know something happened here, but I don’t have all the details.”

This can happen for various reasons, from tracking issues to user privacy settings. While (not set) doesn’t necessarily mean your data is wrong, it does mean it’s incomplete, and incomplete data can lead to incomplete insights.

It’s important to note that (not set) is different from (none) in GA4. While (not set) indicates missing data, (none) is typically used when a value is known to be empty or null. For example, if a user visits your site directly by typing in your URL, the source/medium might show as (direct)/(none) because there’s no referring source.

Reasons (not set) Appears + How to Fix (not set)

Now that you know a bit about what (not set) means, I’ll walk you through the most popular reports where it appears. Let’s take a look at why it appears in each report, plus how you can go about trying to fix it so it stops happening.

First, though, I have one IMPORTANT NOTE: Google Analytics can take up to 72 hours to process all of your data. When looking at your reports, consider not including the previous two days. So, if it’s Wednesday, leave Monday and Tuesday out of your date range. Why? Data can appear as (not set) temporarily and then fix itself as Google processes the data.

(not set) in Traffic Acquisition Reports

In your traffic acquisition reports, (not set) often appears when Google Analytics can’t determine the source or medium of your traffic. This usually happens when:

• UTM parameters aren’t set correctly: UTM parameters are tags you can add to any of your URLs to track the source of your traffic. If these are missing or incorrect, GA4 may not know where the traffic came from. While Analytics is smart enough to categorize traffic from some sources correctly and automatically (like organic search, referral clicks from Facebook, and referral clicks from another website), it can get the source wrong or report a (not set) if there isn’t enough information or the information doesn’t match up.
• Auto-tagging is disabled in Google Ads: If you’re running Google Ads, (not set) can happen if you’re not auto-tagging your ad URLs. Auto-tagging automatically adds UTM parameters to your Google Ads URLs, helping GA4 track which ads are driving traffic to your website.
• Visitors returned after their session expired: Do you ever keep a tab open for a while to remind yourself to go back to it? When you do end up going back, if you don’t refresh the page, you’ll be browsing without creating a session_start event. Your session timed out, and you didn’t create a new one, but you’re still browsing the site.

So, what can you do to fix (not set) in your traffic acquisition reports? If you don’t want it to appear and properly categorize all of your traffic into the right traffic channel buckets, try these methods:

1. Double-check your UTM parameters for accuracy: Especially if you’re writing your UTM parameters by hand, it can be easy to accidentally confuse a source for a medium or misspell something. Try using a URL builder tool to make sure they’re correct.
2. Increase your session timeout: If you want your visitors to be able to keep the tab with your website open for a longer period of time and still count it as one session, you can change your session timeout. You can make it as high as 7 hours and 55 minutes! Be careful, though—making it that long could make it look like you’re suddenly getting fewer sessions. To find this setting, open Google Analytics and head to Admin » Data streams (then your active stream) » Configure tag settings » Show more » Adjust session timeout.
3. Realize you may always have some (not set): If someone visiting your site has certain privacy restrictions or ad blockers turned on, it’s possible that Google Analytics may say (not set) for that visit. This is something you really can’t fix.
4. Enable auto-tagging in Google Ads: If you run paid ads in Google search, using auto-tagging is an easy way to ensure your ads are tagged correctly. In your Google Ads account, go to Admin » Account Settings » Auto-tagging and make sure it’s set to Yes.
5. Verify that your Google Ads account is properly linked to GA4: Again, if you run paid ads in GA4, go to Admin » Property » Product Links » Google Ads Links to check your linking status.

(not set) in Landing Page Reports

Seeing (not set) in your landing page reports? This typically occurs when:

• A session begins with a non-pageview event: If a user’s first interaction with your site is an event rather than a page view (like clicking a button without loading a new page), GA4 might not capture the landing page.
• Visitors returned after their session expired: If a user’s session timed out and then they completed an event on your page, Google may not capture the page information. If someone keeps their tab open as a reminder to come back to your site, they may trigger that (not set) landing page result.
• The GA4 tracking code isn’t installed correctly on all pages: If some pages are missing the tracking code, they won’t be recorded as landing pages.

To fix (not set) in your landing page reports, try these few fixes:

1. Adjust your session timeout: If someone visits your website but then leaves the tab open while they go do something else, their session event may expire. So, when they come back and click to another page, Google Analytics won’t have captured that initial page, as it was already open and the session was expired. That’ll result in a (not set) placeholder. If you’d like to keep this from happening as often, you can change your session timeout. You can make it as high as 7 hours and 55 minutes! Be careful, though—making it that long could make it look like you’re suddenly getting fewer sessions. To find this setting, open Google Analytics and head to Admin » Data streams (then your active stream) » Configure tag settings » Show more » Adjust session timeout.
2. Use a plugin to properly install your tracking code: For your page_view event to fire, your tracking code needs to be installed correctly, in the right location, on all pages. Using a plugin like MonsterInsights can help.
3. Ensure your GA4 tracking code is present on all pages: Use a tool like Tag Assistant to verify that your GA4 tag is firing on every page of your site.
4. Try not to use immediate redirects: If someone lands on a page that immediately redirects them to another, there’s no time to capture the landing page information, and a (not set) might be added to your report. Try using a 1-second redirect delay if you have to redirect pages that may still get a fair amount of traffic.

(not set) in Geographical Reports

(not set) in geographical reports is often due to:

• User privacy settings blocking location data: Some users configure their browsers or devices to not share location information.
• VPN usage masking real locations: When users browse through a VPN, their true location is hidden.
• Ad blockers interfering with data collection: Some ad blockers can prevent GA4 from collecting location data.

Hoping to fix (not set) in geographical reports, like country, city, or region? This one can be pretty difficult to fix because it’s mostly due to users who browse on VPNs or use ad blockers. It occurs any time Google Analytics can’t identify the visitor’s IP address.

While there’s one tactic that could help here, it’s a bit advanced–not something I’d recommend for beginners. If you want to check it out, though, it’s called server-side tagging.

(not set) in Campaign Reports

In campaign reports, (not set) might appear when:

• Google Ads accounts aren’t properly linked to GA4: This prevents automatic importing of your Ad campaign data. Make sure you’ve properly linked your Google Analytics property with Google Ads!
• Campaign tags are missing or invalid: If your UTM parameters are incorrect or missing, GA4 can’t attribute traffic to specific campaigns. If you want your traffic to be sorted into campaigns, make sure you’re tagging all of the links you share with UTM parameters.
• There are issues with cross-domain tracking: If you have multiple domains and cross-domain tracking isn’t set up correctly, campaign data might not carry over between domains.

To work on eliminating (not set) from your campaign reports, here are a few things you can try:

1. Use consistent and complete UTM parameters across all marketing efforts: Develop a standardized naming convention for your campaigns and ensure all team members are using it.
2. Use a campaign URL builder tool: Minimize your chances of making an error in your UTM tags by using a campaign URL builder tool.
3. Regularly audit your campaign tagging to ensure accuracy: Set up a process to review your campaign tags periodically, especially for ongoing or long-term campaigns.

(not set) Page Title in Pages and Screens Reports

Seeing (not set) for the page title in your page and screen reports? This typically occurs when:

• Your pages are missing a page title: When you view the page source of any page on your website, you should be able to find a tag that looks like this:
• Your pages are loading too slowly: When a page loads slowly, it can actually delay the firing of different Google Analytics events (in this case, the page_view event), causing Analytics to miss that information.

To work on fixing your (not set) results in the pages and screens report, try these methods:

1. Generate a list of pages missing a title: If you can see which pages are triggering (not set), you have a better chance of figuring out why the title is missing. To do that, head to Engagement » Pages and screens and click the blue plus sign to add a secondary dimension:
   Then, choose Page/screen » Page path and screen class:
   Finally, use the Search bar to search for “not set” to bring up all your (not set) page results:
2. Make sure your page loads quickly: A slow-loading page can mean that Google Analytics events (like page_view) aren’t all firing before the user clicks on another page.
3. Try not to use immediate redirects: If someone lands on a page that immediately redirects them to another, there’s no time to capture the landing page information, and a (not set) might be added to your report. Try using a 1-second redirect delay if you have to redirect pages that may still get a fair amount of traffic.

While manually fixing (not set) issues is possible, it can be time-consuming. That’s where tools like MonsterInsights come in handy.

1. MonsterInsights

MonsterInsights is the best Google Analytics plugin for WordPress. Using the plugin streamlines your GA4 setup and helps prevent some of the common tracking errors that lead to (not set) data. It also adds an entire dashboard full of easy-to-read and easy-to-understand reports right inside your WordPress dashboard using your Google Analytics data.

MonsterInsights has several features that can help reduce (not set) occurrences:

1. Easy UTM tracking: MonsterInsights includes a Campaign URL Builder tool that helps you create properly formatted UTM parameters for all your marketing efforts. It also puts a Campaigns report inside your WordPress dashboard so you can monitor your campaigns for any (not set) data.
2. One-click eCommerce tracking: When you activate the eCommerce addon, all of the eCommerce events you need to set up are created for you. This ensures that all your product and transaction data is properly tracked, reducing (not set) entries in your eCommerce reports.
3. Custom dimension tracking: MonsterInsights can set up and track multiple custom dimensions for you, reducing the likelihood of misconfiguration that can lead to (not set) data. Track authors, WordPress categories and tags, focus keywords, user ID, and more.
4. Easy and automatic event tracking: MonsterInsights automatically tracks events like file downloads and outbound link clicks to help ensure you capture all important user interactions. You can set up even more events in just a couple of clicks, like form submissions, video interactions, and more.

2. Google Tag Assistant

Tag Assistant is a tool you can use to see which events are firing on your site, plus when they fire. This can help you figure out where (not set) data is getting generated!

Once you add your domain, a window will open where you can browse your website and see which tags are installed and which events are firing. Click around on pages and elements and watch your events. See if you can find where there’s no page_view event firing.

Here are a few best practices you can follow to minimize (not set) occurrences:

• Set a schedule (monthly or quarterly) to review your GA4 configuration and check for any issues.
• Develop a standardized naming system for all of your campaigns and ensure all team members are trained on it. Plus, make sure you’re using sources and mediums that match Google’s. You can familiarize yourself with their naming conventions on this Analytics Help page.
• Before launching any new campaigns or features, run through a checklist to ensure all necessary tracking is in place.
• GA4 is continually evolving, so make sure to stay informed about new features and recommended practices.

(not set) in Google Analytics 4 might seem like a small annoyance, but it can have big implications for your data analysis. By understanding what causes these data gaps and how to address them, you’re taking a crucial step toward more accurate, actionable analytics.

Remember, the goal isn’t just to have data—it’s to have quality data that you can trust to guide your decisions. Tools like MonsterInsights can be super helpful in this process, helping you set up proper tracking and catch issues before they become problems.

That’s it!

Not using MonsterInsights yet? Get started now.

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FAQ

Why does Google Analytics show (not set) for some data?

(not set) appears when GA4 doesn’t have enough information to categorize a piece of data properly. This can happen due to tracking issues, privacy settings, or incomplete setup.

How can MonsterInsights help with (not set) issues?

MonsterInsights streamlines GA4 setup and helps prevent common tracking errors that lead to (not set) data, ensuring more accurate and complete analytics.

Is (not set) data a sign that my GA4 isn’t working properly?

Not necessarily. While it can indicate areas for improvement in your tracking setup, some (not set) data is normal due to factors outside your control, like user privacy settings.

How do I remove (not set) in Google Analytics?

To remove (not set) in Google Analytics, first identify its cause. Common causes include missing parameters in campaign tagging, incomplete data collection, or tracking code errors. Fix these by ensuring complete UTM tagging, verifying tracking code installation, and checking data streams for gaps.

What does not set mean in Google Analytics landing page reports?

In Google Analytics, (not set) in the landing page report indicates missing or incomplete data. This often happens when a session starts without a defined landing page, such as redirects, improperly configured tracking, session timeouts, or untagged traffic sources.

Can I completely eliminate (not set) data from my GA4 reports?

While it’s possible to significantly reduce (not set) data, it’s unlikely you’ll eliminate it entirely. Some (not set) data will always occur due to factors like user privacy settings or ad blockers.

How often should I audit my GA4 setup for (not set) issues?

It’s a good practice to perform a thorough audit at least quarterly, with more frequent checks (monthly or even weekly) for critical areas like campaign tracking.