Stop guessing and start fixing. This free GA4 Troubleshooting Checklist from Hedgehog Marketing shows you the five key steps to clean up “(not set)” and “(unassigned)” data for better accuracy.
Seeing “(not set)” or “(unassigned)” in your GA4 reports?
Use this quick-fix checklist to troubleshoot and correct the most common causes in minutes.
You’ll learn how to:
Pin it to your workspace - it’s your go-to for fast GA4 data fixes.
A diagnostic checklist for common GA4 data problems - sessions inflated by internal traffic, conversions not recording, "(not set)" appearing in dimensions, discrepancies between GA4 and Google Ads data, and events firing incorrectly. Work through the checklist in order to identify the root cause before making changes.
"(not set)" in landing page dimension: usually caused by events firing without a page_view event first - often a timing issue in GTM. Conversions not showing in Google Ads: check that the GA4 property is linked to Google Ads in both platforms, and that the conversion event is marked as a conversion in GA4 (not just an event). Sessions inflated: internal traffic filter not configured - set up your IP exclusion in Admin → Data Streams → Configure Tag Settings. GA4 and Google Ads conversion numbers don't match: Google Ads counts conversions per click; GA4 counts unique conversion events. They will never be identical - the difference is by design.
GA4 data has a processing lag of 24–72 hours. Before concluding that tracking is broken, check whether the issue appeared in the last 48 hours. Many apparent tracking problems resolve themselves once data finishes processing. If the problem has been present for more than 3 days and affects past data as well as recent, it's a real tracking issue worth investigating.