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Keyword (not provided) by Google Analytics only a minority?

Since October 2011 Google Analytics no longer provides the search queries for searches of logged in Google Users. According to the official announcement this change does affect only a minority of a websites traffic.

Or does it?

So in a nutshell what was the change all about?

“When a signed in user visits your site from an organic Google search, all web analytics services, including Google Analytics, will continue to recognize the visit as Google “organic” search, but will no longer report the query terms that the user searched on to reach your site. Keep in mind that the change will affect only a minority of your traffic.” Taken from the Google Analytics blog.

Well I kept it in mind and just revisited my organic traffic to see how much this change affects it.

Starting from January you can clearly see that the (not provided) share of the traffic slightly increases to a noticeable amount of an average of 15% whereas the last few days show already up to 18%.

In the above pie chart it’s the blue slice.

Only a minority? I wouldn’t agree.

Still in Google Webmaster Tools you can get a full list of keywords which is better than nothing but doesn’t allow you to segment further to see how those searches performed on your website in terms of bounces, flow or time on page.

I heard that Google Analytics Premium does provide these keywords. Not sure if it’s true but it would be unethical given that omitting these keywords is meant to protect privacy. If this protection would be given up for paying customers the former statement would clearly be a lie. Still I have not yet confirmed knowledge about this feature.


  • We’re seeing more people coming in with the keyword “Encrypted” via our live stats. It’s effecting the keyword monitoring that we do. I also can see this in the “Not Provided” in GA. My “Not Provided” is about 20% of my keywords now. This is not good and degrades the analytics.



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