Decoding the “(not set)” City Mystery in Google Analytics

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!

Chris Beckwith-Taylor

Chris Beckwith-Taylor is a marketing innovator, known for progressing the multifamily industry forward with his behavior-based, data-driven approach to digital strategy. Beckwith-Taylor currently guides all strategic digital and technology initiatives across Green Stick Marketing's growing business portfolio. Before launching his marketing agency, Chris was the Vice President Of Marketing at The Franklin Johnston Group, where he was responsible for the strategic marketing and leasing efforts across the organization's 20,000-plus conventional, senior, and affordable assets. Chris also worked as the National Marketing Manager for Fore Property Company, where he ran the lease-up efforts for new apartment developments in Denver, Las Vegas, Pittsburgh, Orlando, and Portland. Prior to joining Fore Property Company, Christopher managed the advertising for over 150 multifamily communities at CoStar, a commercial real estate information and marketing provider based in Washington, D.C. Beckwith-Taylor’s marketing experience began in 2006 as a leasing consultant in Chicago for Village Green, a management company based out of Farmington Hills, Michigan. He last served as a Regional Marketing Director there, overseeing sales, marketing and assisting with business development initiatives.