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En vooral: over jouw klant.",[393,397,400],{"type":394,"text":395,"spans":396,"direction":383},"list-item","Inzichten van 13 e-commerce-, user experience- en marketingprofessionals",[],{"type":394,"text":398,"spans":399,"direction":383},"Concrete handvatten voor in de boardroom en op je roadmap",[],{"type":394,"text":401,"spans":402,"direction":383},"Over consumentengedrag, klantbeleving, technologie en meer",[],[404],{"type":380,"text":405,"spans":406,"direction":383},"Download nu het paper",[407],{"start":408,"end":409,"type":410,"data":411},0,21,"label",{"label":412},"xsarus-bold",[414],{"type":380,"text":415,"spans":416,"direction":383},"De horizon is 2030, de voorbereiding start vandaag.",[],"mpform4802","https://m16.mailplus.nl/genericservice/code/servlet/React?command=getFormJs&uid=31300509&feid=VCVitMCugsrqsCfvMTG2&p=https&om=d&of=h&c=1&jq=3","header_spotler$6e186329-7c46-48fd-8c4b-36dc578f06d5","header_spotler",[],{},{"id":424,"uid":425,"url":6,"type":426,"href":427,"tags":428,"first_publication_date":429,"last_publication_date":429,"slugs":430,"linked_documents":432,"lang":15,"alternate_languages":433,"data":437},"ag_9DBEAACMAaF3t","insight_not-set-data-in-ga4","insight","https://xsarus-nl.cdn.prismic.io/api/v2/documents/search?ref=ahhObhIAACcAcDKT&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22ag_9DBEAACMAaF3t%22%29+%5D%5D",[],"2026-05-28T14:17:18+0000",[431],"wat-betekent-not-set-in-ga4",[],[434],{"id":435,"type":426,"lang":19,"uid":436},"ahhDoRIAACcAcB57","insight_seeing-a-lot-of-not-set-traffic-in-ga4-heres-how-to-fix-it",{"show_anchor_bar":21,"anchor_bar_button_text":6,"anchor_bar_button_link":438,"insights_per_page":6,"slices":439,"insight_title":534,"insight_teaser":535,"author":536,"release_date":591,"branches":592,"pim_branches":595,"services":598,"show_on_xsarus":199,"show_on_pim_section":21,"meta_image":609,"meta_title":610,"meta_description":535,"meta_robots":6,"datalayer_domein":6,"datalayer_specialisatie":6,"datalayer_partner":6,"og_type":611,"og_title":610,"og_description":535,"og_image":612,"slicesFooter":613},{"link_type":279},[440,450,473,487],{"variation":24,"version":25,"items":441,"primary":442,"id":448,"slice_type":449,"slice_label":6},[],{"text":443,"divider":21,"marge_bottom":447,"anchor":21,"anchor_text":6},[444],{"type":380,"text":445,"spans":446,"direction":383},"Zie je regelmatig “not set” verschijnen in je GA4-rapporten? Dat is niet zomaar een foutmelding, maar een signaal dat er iets structureel misgaat in je tracking of tagging. GA4 registreert wél verkeer, maar weet niet waar het vandaan komt. Dat betekent verlies van cruciale inzichten en dat heeft directe impact op je marketingbeslissingen. ",[],"large","text_intro$6bce447e-8c2e-41f8-a356-36a7edb096dc","text_intro",{"variation":24,"version":25,"items":451,"primary":470,"id":471,"slice_type":472,"slice_label":6},[452],{"richtext":453},[454,458,461,464,467],{"type":455,"text":456,"spans":457,"direction":383},"heading2","Wat betekent ‘not set’ in GA4? ",[],{"type":380,"text":459,"spans":460,"direction":383},"De melding ‘not set’ verschijnt wanneer een dimensie zoals bron, medium of landingspagina geen waarde heeft ontvangen. Dit gebeurt vaak in situaties waarin trackingconfiguratie niet optimaal is ingericht. Veelvoorkomende oorzaken zijn: ",[],{"type":394,"text":462,"spans":463,"direction":383},"Gebruik van Single Page Applications (SPA’s), waarbij paginawijzigingen niet automatisch als nieuwe sessie worden herkend ",[],{"type":394,"text":465,"spans":466,"direction":383},"Foutieve volgorde van het laden van tags in Google Tag Manager ",[],{"type":394,"text":468,"spans":469,"direction":383},"Ontbrekende parameters zoals UTM-tags of een referrer ",[],{"marge_bottom":447,"anchor":21,"anchor_text":6},"richtext$76be0c32-f11a-4a08-a71e-dd4c2893c3c3","richtext",{"variation":24,"version":25,"items":474,"primary":475,"id":485,"slice_type":486,"slice_label":6},[],{"text":476,"text_alignment":483,"button_text":6,"button_link":484,"content_alignment":483,"divider":21,"marge_bottom":447,"anchor":21,"anchor_text":6},[477],{"type":380,"text":478,"spans":479,"direction":383},"Voorkom dataverlies en foute inzichten door tagging, tracking en consentinstellingen slim aan te pakken",[480],{"start":408,"end":481,"type":410,"data":482},38,{"label":412},"center",{"link_type":279},"text_sections$96fc060c-0d6c-4ff3-a6bc-d38de450e873","text_sections",{"variation":24,"version":25,"items":488,"primary":532,"id":533,"slice_type":472,"slice_label":6},[489,521],{"richtext":490},[491,494,501,506,511,516],{"type":455,"text":492,"spans":493,"direction":383},"5 praktische oplossingen",[],{"type":495,"text":496,"spans":497,"direction":383},"o-list-item","Zorg voor de juiste tag-volgorde in GTM\nDe Google-tag moet als eerste worden ingeladen, met uitzondering van de consent mode tag. Als andere tags eerder vuren, bestaat de kans dat sessie-informatie verloren gaat voordat GA4 deze kan vastleggen. ",[498],{"start":408,"end":499,"type":500},39,"strong",{"type":495,"text":502,"spans":503,"direction":383},"Gebruik een aparte tag voor page_view-events\nVerstuur het page_view event niet vanuit de standaard GA4-tag, maar maak hier een aparte tag voor aan. Zo krijg je beter inzicht in wanneer een pagina écht wordt geladen en voorkom je meetfouten. ",[504],{"start":408,"end":505,"type":500},44,{"type":495,"text":507,"spans":508,"direction":383},"Koppel Google Ads correct aan GA4\nZorg dat je Google Ads-account is gekoppeld met GA4. Zonder deze koppeling mist GA4 essentiële campagnedata, wat kan leiden tot ‘not set’ in je acquisitierapporten. ",[509],{"start":408,"end":510,"type":500},33,{"type":495,"text":512,"spans":513,"direction":383},"Implementeer 'consent mode' goed\nOp elke pagina moet toestemming voor cookies correct worden verwerkt vóór het afvuren van je tags. Als dit niet gebeurt, kan dataverzameling geblokkeerd worden en dat leidt tot incomplete sessiegegevens. Dit is goed te controleren vanuit Google Tag Manager debugger > onder tabblad 'toestemming'. ",[514],{"start":408,"end":515,"type":500},32,{"type":495,"text":517,"spans":518,"direction":383},"Controleer je UTM-tagging\nIncomplete of foutieve UTM-parameters zijn nog steeds één van de grootste oorzaken van ‘not set’. Zorg dat elke campagne-URL minimaal een correcte utm_source, utm_medium en utm_campaign bevat. ",[519],{"start":408,"end":520,"type":500},25,{"richtext":522},[523,529],{"type":455,"text":524,"spans":525,"direction":383},"Het resultaat: betrouwbare data, betere beslissingen ",[526],{"start":408,"end":527,"type":410,"data":528},14,{"label":412},{"type":380,"text":530,"spans":531,"direction":383},"Met deze optimalisaties verbeter je de betrouwbaarheid van je data, worden sessies correct toegewezen aan de juiste kanalen en krijg je een scherper beeld van wat écht werkt. Zo maak je onderbouwde keuzes op basis van data waarin je kunt vertrouwen.",[],{"marge_bottom":447,"anchor":21,"anchor_text":6},"richtext$df48eaec-d9e1-4583-8a54-9d9fca8462cb","Veel ‘not set’ verkeer in GA4? Zo pak je het aan","Zie je regelmatig “not set” verschijnen in je GA4-rapporten? Dat is een signaal dat er iets misgaat in je tracking of tagging. 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Zo pak je het aan | XSARUS","article",{},[614],{"variation":615,"version":25,"items":616,"primary":617,"id":644,"slice_type":645,"slice_label":6},"footerTypeQuestion",[],{"title":618,"description":619,"professional":620,"form_type":639,"form_id":640,"hubspot_portal_id":641,"hubspot_region":642,"form_url":6,"info_title":6,"info_text":643,"form_html":6},"Ook last van ‘not set’ verkeer en geen idee waar het vandaan komt?","Je bent niet de enige, maar het is op te lossen. Vraag een gratis audit aan en ontdek welke sessies onduidelijk blijven en hoe je je data weer helder maakt.",{"id":537,"type":538,"tags":621,"lang":15,"slug":540,"first_publication_date":541,"last_publication_date":542,"uid":543,"data":622,"link_type":34,"key":638,"isBroken":21},[],{"firstname":545,"job_description":546,"image":623,"lastname":589},{"dimensions":624,"alt":551,"copyright":6,"url":552,"id":553,"edit":625,"main_mobile":626,"footer":629,"footer_mobile":632,"insights":635},{"width":549,"height":550},{"x":555,"y":408,"zoom":556,"background":557},{"dimensions":627,"alt":551,"copyright":6,"url":562,"id":553,"edit":628},{"width":560,"height":561},{"x":564,"y":408,"zoom":565,"background":557},{"dimensions":630,"alt":551,"copyright":6,"url":570,"id":553,"edit":631},{"width":568,"height":569},{"x":408,"y":572,"zoom":573,"background":557},{"dimensions":633,"alt":551,"copyright":6,"url":577,"id":553,"edit":634},{"width":576,"height":569},{"x":408,"y":579,"zoom":580,"background":557},{"dimensions":636,"alt":6,"copyright":6,"url":584,"id":585,"edit":637},{"width":583,"height":583},{"x":408,"y":408,"zoom":587,"background":588},"ee35fa75-66a7-4470-83ed-2f744e17d3ef","HubSpot","f609afc3-f369-499c-ac6f-3ea906979fe3","145830440","eu1",[],"footer_type$1e209126-9019-4528-8b57-c09947e9a890","footer_type",{"id":647,"uid":6,"url":6,"type":648,"href":649,"tags":650,"first_publication_date":651,"last_publication_date":652,"slugs":653,"linked_documents":654,"lang":15,"alternate_languages":655,"data":658},"ZJxMFhEAACAAan3N","placeholders","https://xsarus-nl.cdn.prismic.io/api/v2/documents/search?ref=ahhObhIAACcAcDKT&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22ZJxMFhEAACAAan3N%22%29+%5D%5D",[],"2023-06-28T15:04:57+0000","2026-03-20T14:45:16+0000",[648],[],[656],{"id":657,"type":648,"lang":19},"Z1HDcBAAACQAfj0o",{"jaar_ervaring":659,"aantal_medewerkers":660,"emerce_nr":661,"pim_organisaties":662,"contact_message_error":663,"contact_message_send":664,"job_application_error":665,"job_application_send":666},26,95,3,80,"Je bericht kon niet worden verzonden","Je bericht is succesvol verzonden","Helaas kon je sollicitatie niet verzonden worden","Je sollicitatie is met succes verzonden",{"id":668,"uid":669,"url":6,"type":670,"href":671,"tags":672,"first_publication_date":673,"last_publication_date":674,"slugs":675,"linked_documents":676,"lang":15,"alternate_languages":677,"data":678},"ZPTXNRIAACQAvWje","footer-default","footer_default","https://xsarus-nl.cdn.prismic.io/api/v2/documents/search?ref=ahhObhIAACcAcDKT&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22ZPTXNRIAACQAvWje%22%29+%5D%5D",[],"2023-09-03T18:58:00+0000","2025-12-11T13:07:09+0000",[669],[],[],{"slices":679},[680],{"variation":24,"version":25,"items":681,"primary":683,"id":688,"slice_type":645,"slice_label":6},[682],{},{"title":684,"description":685,"form_type":6,"form_id":686,"hubspot_portal_id":6,"hubspot_region":6,"form_url":687,"form_html":6},"Blijf op de hoogte","Onze laatste digital commerce insights en cases niet missen? Schrijf je in voor onze nieuwsbrief en blijf op de hoogte.","mpform3202","https://m16.mailplus.nl/genericservice/code/servlet/React?command=getFormJs&uid=31300509&feid=h96QYjVmdIYNypymyuXd&p=https&om=d&of=h&c=1&jq=3","footer_type$48122ddb-af33-4fc1-86c8-e51d511b09b8",1779978238988]