Recent developments have seen (Not Provided) continue to grow. With (Not Provided) expected to hit 100% your business must ensure there are various measures in place to understand and target customers moving forward.
Make use of (not provided) results through this handy analysis guide
With the rollout of Google SSL in Australia the amount of (not provided) results in our Google Analytics interfaces are set to get even more frequent. In a past article, we detailed just what (not provided) data was and how it prevents online marketers from analysing where their traffic is coming from.
Whilst it may be impossible to accurately determine exactly where (not provided) data is originating from, it is possible to get a general idea through some clever analysis.
Use landing pages as a source for (not provided) information
Although you can’t see the specific terms searched, seeing what pages (not provided) users end up on will give you some indication as to what they were searching for.
For example, if you have 30 visits going to your /carpet-cleaning-melbourne page, you can determine that those 30 users searched something to do with carpet cleaning in the city of Melbourne. Long-tail keywords are harder to determine through this process, which is one of the biggest disadvantages of Google SSL as they are a great indicator of new key-phrases to target in your campaign.
Having your landing pages set up clearly and concisely is key to utilising this approach. If your landing pages are pretty generic, say something like /carpet-cleaning, there’s a lot more keywords that could be leading to that page – something to keep in mind when conducting your analysis.
How will this impact Australian businesses?
Hopefully positively. Having some sort of answer to the (not provided) conundrum is better than having no answers at all. With this information in hand you’ll be able to more accurately analyse just which of your pages are working best.
Combining this information with the other Analytics data that Google has not hidden will allow you to make an educated – if not completely informed – analysis of your user’s behaviour.
Still a bit of a novice when it comes to Google Analytics and (not provided) data? The team at roi.com.au have extensive experience with the interface and will be able to assist you by helping you tap into the unlimited potenital our Google Analytics service offers. Contact us today on 1300 650 274.