If you’ve been checking your Google Analytics recently, you’ve probably started seeing (not provided) in the keywords list:
This is a result of a recent change by Google supposedly to protect the privacy of their users (it’s a debatable point, but not one I’ll go into here. If you’d like to read more try: Google privacy changes). It only affects users who are logged into a Google account and only organic search clicks (Adwords or paid search clicks are unaffected). But online marketing specialists are reporting “not provided” making up 10 – 20% of their organic search clicks – more than Google’s estimate of “single digit”.
Leaving aside the arguments, what is the practical impact for small business website owners?
There is now going to be a significant chunk of your website traffic that you can’t analyze as well as before and you are going to need to dig deeper into Google Analytics to get information.
The most straightforward way is to look at the landing page for those visits.
- Select the Keywords report (under Traffic Sources)
- Click on the (not provided) line
- Select “Landing Page” from the options box (marked here with the red arrow).
From the landing page you will get an idea of the type of keywords those visitors are likely to have used. Not ideal, but better than nothing.
One thing to remember – it’s probable those visitors whose data is not provided will use the same keywords as everyone else. So you could simply exclude the “not provided” visitors and analyse the rest. Use the Filter at the bottom of your report to exclude (not provided) from your keywords report.
If you’re an experienced Google Analytics user you could try this: Extracting landing page data for not provided keywords. It brings the landing page data into your report.
Definitely not recommended for the novice! However, we can implement this for you if you think it would help your business. Call on 0161 883 1655 or Contact Us by email.