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In Google Analytics, the “(not set)” entry is quite common and it occurs when Analytics hasn’t received any information for the dimension you’ve selected. For the case of ‘New vs Established’, it’s possible that for 0.5% of your sessions, Google Analytics was unable to determine whether the user was new or returning. There can be multiple reasons for this – it could be related to the users’ browser settings, such as blocking cookies or using incognito mode, which prevent Google Analytics from accurately tracking and categorizing the user. It might also be due to a small delay in data processing within Google Analytics itself. In all cases, it’s good to note that a small amount of ‘(not set)’ data is pretty normal and typically doesn’t impact your overall insights significantly.
