Why does Google Analytics show (not set)?
The Google Analytics help pages give 5 common reasons. The first to rule out: (not set) means Google Analytics got a visit but was missing a piece of information about it.
What causes it?
(not set) means Google Analytics got a visit but was missing a piece of information about it.
In the Google Analytics help:
(not set) is a placeholder name that Analytics uses when it hasn't received any information for a dimension.
What the value (not set) means in your reports, read 2026-11-12.If a visit never recorded a page view, Google can't tell which page it landed on.
In the Google Analytics help:
(not set) can appear for the landing page dimension when a session doesn't have a page_view event.
What the value (not set) means in your reports, read 2026-11-12.If your tag loads too late on the page, the start of the visit is missed and its source is lost.
In the Google Analytics help:
This can happen if your Google Analytics config tag trigger isn't set to use the "Initialization" trigger type.
What the value (not set) means in your reports, read 2026-11-12.Ad traffic can show (not set) when your Google Ads account isn't linked to Google Analytics.
In the Google Analytics help:
Google Ads account and Analytics property are not linked
What the value (not set) means in your reports, read 2026-11-12.A custom field you just added can read (not set) for its first day.
In the Google Analytics help:
you may notice (not set) as a parameter value during the first 24 hours after you register a custom parameter.
What the value (not set) means in your reports, read 2026-11-12.
How do I check it myself?
Check that your Google Ads account is linked to your Google Analytics property.
In the Google Analytics help:
Check if Google Ads and Analytics are linked and fix it if they're not.
What the value (not set) means in your reports, read 2026-11-12.Check that auto-tagging is turned on in Google Ads.
In the Google Analytics help:
Check if auto-tagging is enabled and learn how to enable it.
What the value (not set) means in your reports, read 2026-11-12.Check how long ago you added the custom field. If it was under a day, wait and look again.
In the Google Analytics help:
Check that it's been more than 24 hours since creation
What the value (not set) means in your reports, read 2026-11-12.
How would I know the day it starts?
- Feder reads your page views and sessions from Google Analytics each day and compares each day with your own history.
- Feder does not break reports down by dimension, so it does not flag (not set) rows itself. It tells you when visits go quiet or move outside your usual range.
Some numbers are too quiet to judge daily, such as a form filled in a few times a week. Until there is enough of your own history to judge a change, Feder says it is still learning and scores nothing, rather than guessing.
See what Feder reads from Google Analytics, which feeds Visits. Feder only reads. It never changes anything in Google Analytics.
What else goes wrong with these numbers?
- Why did Google Analytics stop collecting data?Google Analytics
- Why aren't my key events showing in Google Analytics?Google Analytics
- Why is yesterday's data missing in Google Analytics?Google Analytics
- Why is my Google Analytics traffic Unassigned?Google Analytics
- Why doesn't my Accelo invoice total match what I expected?Accelo
See every question.
Where do these answers come from?
Every cause and check on this page comes from the Google Analytics help pages, quoted above with the date we read them. Last reviewed 2026-11-12. We read them again by 2027-11-12. If one changes, this page changes or comes down.