What Does (not set) Mean in Analytics?
(Not set) is a name that Analytics uses for dimensions it has received no information on. You can encounter a “(not set)” value within a number of different reports such as the “Keywords” or “Landing Page” listings.
If “(not set)” appears in an AdWords report, it may be because:
There is a redirect in the URL.
Manually configured campaign tracking added to URLs may be missing a parameter.
The Adwords “gclid” parameter is altered or dropped from the ad
Auto and manual tagging are used at the same time
If “(not set)” appears in an “organic” search report, it could be that:
An incorrectly configured filter is modifying campaign variables or referral patterns
“urchin.js” tracking code is used on the landing page (this tracking code is no longer supported)
The most frequently asked question about (not set) is whether there are any ways around it? The good news is that there are a number of ways to minimize the appearance its appearance. The not so good news is that any changes made will only apply to future data and will have no effect on past reports.
Start off by ensuring campaign tracking is not missing any parameters and ensure they do not contain any redirects. It is also worth investigating if the “gclid” element is working properly.
