Ever looked at your Google Analytics data and seen a puzzling “(not set)” under the city column? Don’t worry, you’re not alone! This is a common occurrence, and it doesn’t necessarily mean something’s broken. Let’s dive into what it means and how it might affect your reporting.
(not set): What Does it Mean?
In simple terms, “(not set)” appears when Google Analytics can’t determine the location of a website visitor. This can happen for a few reasons:
- Data hiccups: Sometimes, location data just isn’t transmitted correctly. Think of it like a dropped call – the information gets lost along the way.
- JavaScript issues: If a visitor has JavaScript disabled or is using an ad blocker, it can prevent Google Analytics from accurately capturing their location.
- Bot traffic: Automated bots crawling your site often don’t provide location data, leading to the dreaded “(not set).”
- Geolocation limitations: In some cases, the technology that determines location might not be available or precise enough for certain users or regions.
The Ashburn, Virginia Anomaly
Speaking of location, have you noticed a lot of traffic seemingly coming from Ashburn, Virginia? This is a bit of a special case. Ashburn is a major internet hub, home to many data centers. So, traffic that appears to originate from Ashburn might actually be coming from all over the world. It’s like everyone’s internet traffic funnels through Ashburn at some point! This is often considered bot traffic and can be filtered in your GA4 settings for a more accurate view of your real user base.
Why Should You Care?
Understanding “(not set)” and the Ashburn situation is important because it helps you get a clearer picture of your actual audience. Seeing a huge spike in “Ashburn” traffic might skew your data and make it harder to understand where your real users are coming from.
What Can You Do?
While you can’t completely eliminate “(not set)” entries, understanding the reasons behind them is the first step. Keep an eye on the proportion of “(not set)” traffic in your reports. If it seems unusually high, it might be worth investigating further.
Need Help?
Analyzing your Google Analytics data can be tricky. At GREENstick, we specialize in helping businesses like yours get the most out of their digital marketing data. We can help you understand your audience, identify trends, and make data-driven decisions that drive results.
Ready to get a clearer picture of your audience? Schedule a free discovery meeting today to discuss your business’s digital marketing reporting needs!