Google Analytics Audit Test #

26

(not set) user type

Why It Matters:

Critical to understanding user behavior.

Industries:

All

Checks For:

Accuracy

How accurate is your recent data?

Insight Category:

Behavior

Can you tell what visitors are doing?

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Background

A GA4 audit is essential for uncovering missing insights—key data points that organizations don't yet know and can act upon. A well-done audit evaluates both behavioral tracking and traffic attribution, ensuring each is accurate and useful. It also assesses whether the data collected truly supports business decisions and reporting.

Test Detail

This test checks whether the "User Type" dimension is showing values of (not set) in GA4 reports. In GA4, “User Type” is typically used to differentiate between new and returning users.

If this dimension is missing or misconfigured, you lose visibility into:

  • Customer acquisition vs. retention effectiveness
  • The impact of returning visitors on conversions and revenue
  • Funnel behavior segmented by user familiarity
  • The performance of remarketing campaigns

A large number of sessions with (not set) as the user type indicates tracking gaps, identity resolution issues, or GA4 configuration problems.

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Google Analytics audit test results.

How to Conduct This Test

Basic Tests

  • In GA4 > Explore, build a Free-form report:
    • Dimension: New/Returning (aka User Type)
    • Metrics: Sessions, Conversions, or Revenue
    • Look for the value (not set) in the “User Type” or “New/Returning” dimension
  • In GA4 standard reports, check Demographics > Overview or User > Tech to see if user type breakdown is available

Advanced QA

  • In BigQuery, run the below query:
    SELECT user_type, COUNT(*) AS user_count
    FROM `your_dataset.events_*`
    GROUP BY user_type
    ORDER BY user_count DESC;
  • If you see (not set) as a frequent value, GA4 may be unable to assign user identity across sessions.

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How To Fix

  • GA4 uses a combination of Client ID and device ID to determine user type. To reduce (not set):
    • Ensure the GA4 configuration tag fires early, before any user interactions
    • Avoid firing GA4 tags conditionally or late in the page lifecycle
    • Verify that cookies aren’t being blocked, overwritten, or lost due to consent banners, cookie policies, or subdomain mismatches
    • Check your cookie expiration settings and cross-domain tracking implementation if returning users are being misclassified
  • Consider using GA4 User ID if your platform supports logged-in users and consistent identifiers
  • Hire a pro to stabilize user identity resolution and keep your user-level insights trustworthy.

Tips from a Google Analytics Consultant

Focus on Insights

Every Google Analytics audit should result in a plan for more insights.

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An insight is:

  • something you don't know
  • and can act on to improve performance

The Goal

Identify and remove insight blockers. Don't get tempted to track things you can't act on!

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