How to Fix the "(not set)" Issue in Google Analytics 4 Landing Page Reports: A Step-by-Step Guide

If you’ve been analyzing your Google Analytics 4 reports, chances are you’ve come across the dreaded "(not set)" in your landing pages report. It’s frustrating because it obscures valuable insights into user behavior.

Why Does "(not set)" Appear in Landing Pages?

The "(not set)" label typically appears in Google Analytics 4 when information about a user’s session, such as the landing page, cannot be captured or attributed correctly. Some common causes include:

1. Missing Tracking Code: If the Google Analytics 4 tracking code is not correctly installed on your landing pages, the platform cannot register pageviews.
2. Redirects: Redirects (e.g., from HTTP to HTTPS or non-www to www) that don’t pass full URL parameters can result in data loss.
3. JavaScript Errors: Errors in your JavaScript can prevent the Google Analytics 4 tag from firing correctly.
4. Misconfigured UTM Parameters: Incorrectly set UTM parameters can cause the session attribution to fail.
5. Server-Side Issues: Slow-loading scripts or server-side redirects can disrupt data collection.

Steps to Eliminate "(not set)" from Your Reports

Here’s a step-by-step guide to identify and fix the root causes of the "(not set)" issue:

1. Verify Google Analytics Tracking Code

Ensure that the Google Analytics 4 tracking code is installed correctly on all landing pages.

Steps:

• Use Google Tag Assistant or Tag Debugger tools to check if the GA4 or Universal Analytics tag fires properly.
• Ensure that the code snippet is not duplicated or missing on any pages.

Tip: If you’re using Google Tag Manager (GTM), confirm that the triggers for your tags are correctly set up to fire on all relevant pages.

2. Check for Redirects

Redirects, especially poorly configured ones, can strip tracking parameters like UTM tags.

Steps:

• Test your landing page URLs by entering them in the browser and observing the redirects.
• Use tools like Chrome DevTools (Network tab) to monitor how redirects are handled.

Solution:

• Use server-side 301 redirects with proper URL parameter forwarding.
• Avoid client-side redirects whenever possible.

3. Resolve JavaScript Errors

JavaScript errors can prevent your Google Analytics 4 tags from firing.

Steps:

• Open your website in Chrome, press F12, and go to the Console tab to check for errors.
• Fix any errors, especially those related to the loading of the Google Analytics or GTM script.

Tip: Testing in an incognito window can help isolate issues caused by browser extensions.

4. Review Campaign Tracking Parameters

UTM parameters are critical for campaign tracking and ensuring accurate attribution.

Steps:

• Confirm that all marketing campaigns use consistent and valid UTM parameters.
• Use Google’s Campaign URL Builder to avoid errors.

Solution:

• Add campaign validation checks to your process and test the final URLs before launching campaigns.

5. Optimize Page Load Times

Slow-loading scripts can interfere with data collection.

Steps:

• Use tools like Google PageSpeed Insights or Lighthouse to identify slow-loading resources.
• Ensure that Google Analytics 4 is loaded asynchronously.

Tip: Implement server-side tagging for better performance and reliability.

6. Use Google Analytics Debugging Tools

Google Analytics offers several tools to debug data collection issues.

Steps:

• Enable GA Debug mode (using the GA Debug Chrome extension or GTM preview mode).
• Review the Real-Time and DebugView reports in GA4 to ensure data is flowing correctly.

Tip: The DebugView report in GA4 is especially helpful for identifying issues in real-time.

7. Implement Enhanced Measurement (GA4 Only)

GA4’s enhanced measurement can automatically track more events, reducing the chance of missing data.

Steps:

• Go to Admin > Data Streams > Web Stream Details > Enhanced Measurement.
• Enable features such as pageviews and scroll tracking.

Note: Enhanced Measurement can help fill in gaps, but it’s not a substitute for proper tracking implementation.

8. Create Custom Filters or Segments

If some "(not set)" data persists due to legacy issues, you can apply custom filters or segments to exclude or classify this data.

Steps:

• In Google Analytics, create a custom filter or segment to isolate "(not set)" data.
• Analyze where it’s coming from and take corrective action.

Tip: Add an annotation in your reports to document any changes made.

Final Thoughts

Fixing the "(not set)" issue in Google Analytics 4 requires a systematic approach to identifying and resolving underlying problems. Regularly auditing your analytics setup and keeping an eye on your reports will help you catch issues before they escalate.

By following the steps above, you can ensure your landing page data is accurate, giving you a clear view of your users’ journey and enabling better decision-making. For more advanced troubleshooting, consult your development team or a trusted analytics expert.