The Not Set and Not provided (np) in Google Analytics means Google is covering organic keywords data in the interest of protecting the searchers privacy.
In Google Analytics, when you see “(not provided)” instead of the queries that led searchers to your website, this means Google is covering organic keywords data in the interest of protecting the privacy of searchers.
If (not set) appears in your Google Ads reports, it means that the website or app you're tracking in the Analytics account is receiving traffic from a Google Ads account that is not linked to the reporting view.
To fix Keyword not provided in Google Analytics.
Use Google Search Console for Uncovering Keywords.
The first method for unlocking keywords not provided in Google Analytics is by using Google Search Console.
Create Custom Dimensions to Track Popular Search Terms.
Invest in SEO Tools.
If you see a (not set) row, it is likely from 'ghost' spam- a spam bot that leaves fake data in your Google Analytics reports.
Because this type of spam never actually hits your site and only injects the fake data, fake hostnames can show up in the behavior reports or no hostname at all.