There’s nothing more frustrating than not having data to measure your online efforts. When reviewing Google Analytics, there is usually a lot of sessions that have “not set” or “not provided” in your reports. But what do they mean? More importantly, is there a way to access this data? Yes, but only for “Not Provided” data. Let’s take a look at what these mean.

How to Access “Not Provided” Data in Google Analytics

Not Set
Not Set could mean two things: 1) Private information was entered into a search (i.e. address) or 2) the search query statistically is not “relevant.” This could mean a long-term keyword search like “air conditioning services located next to burger king.” Google explains “(not set) is a placeholder name that Analytics uses when it hasn’t received any information for the dimension you have selected. The reasons for (not set) appearing as a dimension value vary according to the report.”

Not Provided
Not Provided are searches conducted while a user is signed into their Google account or while the user is in “incognito” mode in Chrome. There is good news! Yes, you can access the “Not Provided” data in Google Analytics. You can do this by signing into your Google Analytics account and by creating a custom filter. See below for a step-by-step walk through:

Download How to Access “Not Provided” Data in Google Analytics here

1. Sign into your Google Accounts and select ADMIN tab

Google Analytics




2. Under View Column, select Filters


3. Click +Add Filter Box

4. Name your Filter

5. Select Custom tab and select Advanced option








6. In Field A select Campaign Term and enter: (.not provided.)

Field A




7. In Field B select Request URI and enter: (.*)

Field B




8. In Output To field select Campaign Term and enter: np – $B1

Output 2




9. Make sure Field A Required, Field B Required, and Override Output Fields are checkedRequired Fields





10. Save the filter (NOTE: this is not retroactive. Data will pull from the date filter was created)

Greg Hahn

Greg Hahn is known for entrepreneurial vision and translating vision into revenue generation and productivity, thriving in a diverse and fast-paced executive environment. Throughout his sales management career, he has led several sales teams toward positive growth. His most recent accomplishment was with The Blue Book Network. In just two years, he was able to reverse an under performing region to one of the top regions in the company in 2015. Greg specializes in online marketing including website consulting, Search Engine Optimization (SEO), and social media marketing.