Google Analytics “not provided” keyword data segment debate!

James Norquay

James Norquay

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So I am sure any one who works in the online world, especially in SEO and Analytics has heard about Google blocking keyword search data for logged in users. What this change has done is make any user who is logged into Google when search reveal their data as been “not provided”, this is not good at all from an Analytics perspective, but in the end of the day the only ones losing out are the users because website owners can now not view correct referral stats to create content based on these stats, you want to provide users with what they are searching for right? I think internal search data may be the next bet for that?

In regards to the impact of this change, I took some data for 1 site from the Australian market as a comparison, using the last 15 days in October and compared it with November data to see the not provided traffic segment (this data was from non paid organic traffic. I have rounded the data to 200k for both segments, both segments were very close to that range.

October 15th – 31st

(not provided – 381)/ 200,000 (rounded) = 0.17%

Now we compare that with the November traffic segment:

1st November – 15th November

(not provided)

(not provided – 2,566)/ 200,000 (rounded) = 1.29%

Will be interesting to compare the next 15 days.

It is evident at this stage that their has been a strong increase in the data not provided for the month of November.

Let me know your thoughts on this one?


I currently own a high performance SEO & Content Marketing Agency called: Prosperity Media.

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