Q: Why does my Landing Page report show a big '(not set)' row?

Q: Why does my Landing Page report show a big '(not set)' row?

A: '(not set)' here means GA4 couldn't tie a session to its first page_view — usually a tracking-order issue.
— Sessions where the first event isn't a page_view (e.g. a consent-gated tag firing an event before the page loads) have no landing page.
— Server-side or single-page apps that fire events before the initial page_view produce the same gap.
— Date ranges spanning the session-start before tracking existed also bucket here.

Ensure page_view fires first on every session, before any custom or conversion event.

TL;DR: '(not set)' landing pages = sessions whose first event wasn't a page_view.

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