Sometimes Google Analytics uses a placeholder name (not set) when it hasn’t received any information for the dimension you have selected. Such an issue can appear, say, instead of the key word in your ad reports or the «Entrance Page» reports. Join us for the webinar to learn why you can see the value (not set) in certain reports, and what to do to avoid this issue. You’ll find out: ✔ In which reports the (not set) value can appear and how to interpret it. ✔ What are the reasons for the (not set) value explained with the help of examples from the Google Analytics reports. ✔ Why you shouldn’t ignore the (not set) value, and what problems this value can cause in reports. ✔ How to reduce the number of (not set) values, as well as how to set up your accounts in Google Analytics and Google Tag Manager correctly.

2. 1. Develop unique services based on Google Cloud Platform since 2013
1. Implement Google Analytics 360 (+20 GA 360 projects)
1. Help overcome analytics challenges
12,000
users
200
clients
90
countries

3. Agenda
1. What the (not set) value means
2. Why you shouldn’t ignore the (not set) value, and what problems it can cause
in reports
3. Why you can see the (not set) value in your reports
4. What are the reasons for the (not set) value
5. How you can reduce the number of (not set) values

4. What the (not set) value
means

5. (not set)
The (not set) value is used when there’s no data for the dimension you have
selected.
What reports may contain the (not set) value:
● Audience: Language, Geo location, Mobile device, Browser and OS
● Traffic source: Source/Medium, Campaign, AdWords
● Behavior: Landing Pages, All pages
● Conversions: Reverse Goal Path, Smart Goal, Product List Performance,
Order Coupon & Product Coupon

6. Why you shouldn’t ignore
the (not set) values

7. Useless data is worse than no data
1. Which channel is more efficient?

8. 2. Do you retarget users of internal campaigns?
Useless data is worse than no data

9. Audience reports
Consequences:
1. Data corruption in reports on sales, costs,
product views, etc.
1. Improper conclusion based on obtained data,
causing revenue losses.
1. More time and costs necessary to process
and store the data.
Browser and OS

10. Acquisition reports
Source/medium, All campaigns, Cost Analysis, AdWords
Consequences:
1. Difficult to measure the performance of multiple
campaigns, leading to misallocation of resources.
2. Failure to see the big picture of the audience segment
for the campaign.
3. Trust the results before the advanced analysis is at
question for cohort analysis, revenue prediction
and LTV.
1. Ability to optimize paid traffic, using Adwords reports,
is also at question.

11. Behavior reports
Landing page and Content Grouping
Consequences:
1. Lack of information about a page where a
session started:
- failure to analyze users’ interest;
- failure to optimize keywords and website
integrity.
2. Incorrect analysis of logic groups, needs
assessment

12. Conversion reports
Product List Performance and Internal promotion
Consequences:
1. Lost revenue: increasing conversion rates
analysing product lists/blocks
2. Difficult to identify loyal users.

13. Why you can see the (not set) value
in your reports

14. Audience reports
1. Geo: Language

15. Audience reports
2. Geo: Location

16. Audience reports
4. Mobile: Devices

17. Audience reports
Why (not set) can be found in these reports:
- deleted cookies files;
- disabled javascript;
- Google Analytics wasn’t able to identify location using the IP address;
- Google Analytics wasn’t able to identify the IP address;
- other reasons...
Solution is beyond our control

18. Audience reports
Technology: Browser and OS

19. Audience reports
Technology: Browser and OS
Analysis:
- value (not set) ~ 3% of users - OK;
- value (not set) ~ 5% of users or more: bot or crawler
traffic.
How bots influence Google Analytics reports:
- visit web pages;
- ghost spam.

20. Audience reports
5. Technology: Browser and OS

21. Audience reports
6. Acquisition: All traffic -> Referrals

22. Audience reports
7. Hostname Parameter

23. Audience reports
Excluding bot traffic
1. View settings -> Bot filtering

24. Audience reports
Excluding bot traffic
2. Filters: Exclude Referral or IP

25. Audience reports
Excluding bot traffic
3. Filters: Include Hostname

26. Acquisition reports
All traffic: Source/medium

27. All traffic: Source/medium
Acquisition reports

28. “Acquisition” reports
All traffic: Source/medium
Why you can see the (not set) value in these reports:
Incorrect parameters in UTM tags, for example:
- wrong name
- missed “=”
- no ampersand between the key & value pairs
- other syntax errors
Solution:
- Using special services, like UTM-builders, for creating UTM tags.

29. Acquisition reports
Campaigns: Cost Analysis

30. Acquisition reports
Campaigns: Cost Analysis
Why you can see the (not set) value in these reports:
- some old services do not provide info on costs
- keyword missing when creating a UTM for your campaign manually
- email traffic
- (not provided): Google searching via HTTPS

31. Acquisition reports
AdWords: Campaigns

32. Acquisition reports
AdWords: Campaigns
Why you can see the (not set) value in these reports:
- Google AdWords and Google Analytics are linked incorrectly
- AdWords Auto-tagging is disabled
- Using both, auto-tagging and manual tagging
- invalid clicks
- redirecting in URL
- other issues connected with syntax errors and the gclid parameter

33. Behavior reports
Site Content: Landing pages

34. Behavior reports
Site Content: Content grouping

35. Behavior reports
Site Content: Landing Pages, Content Grouping
Why you can see the (not set) value in these reports:
- sessions ending at midnight or after 30 minutes of inactivity
- using Classic and Universal Analytics at the same time, to track user
behavior
- errors with the <title> tag in the title of your page or pages without the
<title> tag
- GA tracking code is activated before the <title> tag of your pages

36. Conversions report
Goals: Reverse goal path

37. Conversions report
Ecommerce: Product list performance

38. Conversions report
Ecommerce: Order coupon

39. Conversions report
Ecommerce: Product coupon

40. Conversions report
Goals, Product List Performance, Order coupon & Product
Coupon
Why you can see the (not set) value in these reports:
- missing data on the steps of the goal achievement;
- missing parameter in the Enhanced Ecommerce code.

41. Get a webinar record:
https://www.owox.com/c/22p
www.owox.com | mail@owox.com