Not Provided Growth In Google Analytics |

[Not Provided] Growth In Google Analytics

Written by John Rosato
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Those who have been scanning their websites keyword data within Google Analytics may have noticed an increasingly large portion of their keywords being attributed to (Not Provided). This is in fact Google’s most public effort at protecting user search data.

What is (Not Provided)?

(Not Provided) is an aggregate representation of traffic from secure sites where the keyword data has been blocked. One such site is now Google, this essentially impacts a business’s ability to analyse what keywords prospective customers are using to find their business.

Since first being announced by Google in October 2011, the following events have helped to shape the growth of (Not Provided):

However since August we have seen Google go trigger-happy with secure search with an average increase of 5% per week of (Not Provided) organic search traffic. The figure below demonstrates the sudden rise of the (Not Provided) plague:

not provided blog post size [Not Provided] Growth In Google Analytics

What can you do about (Not Provided)?

Whilst most Australian businesses will be severely inhibited by these recent changes you can make use of your (Not Provided) data with this simple process:

  • Login to Google Analytics
  • Navigate to Google Analytics organic search report
  • Click onto your (Not Provided) keyword
  • Set your secondary dimension as ‘Landing Page’

The pages found in this report can help you to better quantify which pages are delivering the most value. Whilst this data is not as good as our previous keyword reports, these insights can be far more valuable in determining the types of pages searchers are using to discover your website.

While Google’s (Not Provided) push creates extreme difficulties for DIY website owners who rely on Google’s keyword data to make strategic decisions. Digital marketing companies, like, have been able to utilise historical data, expertise  and in-house tools available to ensure that we are still able to conduct thorough analysis of our client’s websites. If you’d like to learn more on how can improve your SEO, contact our team today.

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Posted on September 24, 2013

About the Author: John Rosato

John Rosato is a search specialist working in’s Enterprise team. John has a strong passion for search and enjoys helping Australian businesses to grow online. In his spare time John enjoys watching Murphy, Judd and the boys from the Carlton Blues do battle in the AFL. Connect with John on Twitter @John_Rosato


To find out what John Rosato can do for you, contact ROI today!

  • SEO Singapore

    I ever received an edm invite to a webinar from Swiss marketing says that they have a tool to discover “not provided” keywords, is that a gimmick or real one? How can it be done? If is real means these data is somehow licking out for some specialist to make more money?

    • JohnRosato


      Unfortunately that ‘gimmick’ is exactly that, a gimmick. The decision is a search product decision from Google and has nothing to do with Google Analytics, This simply means Google search won’t pass on this referrer data.

      There are numerous ways to present the available data to create insights, I outlined one of those under ‘What can you do about (Not Provided)?’. Be interested to see how you’re dealing with the data @topseosingapore:disqus.

      Thanks for commenting,

      • SEO Singapore

        Hi JohnRosato, Thanks for the reply and advise!

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