From the Blog

Google Analytics: The “Not Provided” Data is growing (fast)

Posted in Conversion Rate Optimisation (CRO), SEO

Just about a year ago Google officially started hiding incoming search terms in Google Analytics.

If you don’t know what I’m talking about, I’ll sum it as short as possible.

When you have Google Analytics installed on your website (and you should!), you can see how people found your website on the net.

If visitors came through Google or other search engines for that matter, you would be provided with the search term they typed into the search field before clicking on your listing.

About 12 month ago Google introduced a new privacy policy and did not provide all of the search terms in Google Analytics. The official reason is to protect peoples privacy.

There has been a lot of discussions on that topic but fact is: The number of “not provided” data is growing… and growing fast.

When they started out there were supposedly only 10% of searches affected. These days some website owners have far more than half the data as “not provided” in their Analytics accounts.

Danny Sullivan also wrote an interesting article on this: Dark Google: One Year Since Search Terms Went “Not Provided”

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