What Does “(not provided)” Keyword Means in Google Analytics?

Lately you must have noticed that “(not provided)” is listed as a keyword in your Organic Search Traffic report. For a lot of profiles that I have checked, it is the top keyword.

But what does this keyword actually mean?
Let me tell you that nobody is searching on “(not provided)”. Recently, Google, the search engine, started encrypting searches for user logged into their Google account while searching. So instead of http:// they are directed to a secured page with https://. As a result of this encryption, the keyword is not readable by Google Analytics and hence is marked as (not provided).

 

Comments

  1. Whoo..that helped me! I was thinking it was some problem with the site. So relieved to hear that they are actual visitors from search engines. Thank you for the post.

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  1. […] A few months ago, Google, the search engine, started encrypting searches for user who are logged into their Google account while conducting the search. As a result of this encryption, the keyword that the visitors search to arrive to your site is not passed in the referring URL. Web Analytics tools rely on the keywords passed in the referring URL to build the search engine traffic report and in the absence of the keywords there is nothing to report, though they still see that the visits came from Google search. So Google Analytics now marks those visits that do not have a keyword but come from Google with “(not…. […]

  2. […] How to Find the Keywords marked as “(not provided)” March 9, 2012 By GAPremium Leave a Comment var addthis_product = 'wpp-263'; var addthis_config = {"data_track_clickback":true,"data_ga_property":"UA-4583350-10","data_ga_social":true,"data_track_addressbar":true};if (typeof(addthis_share) == "undefined"){ addthis_share = [];}A few months ago, Google, the search engine, started encrypting searches for user who are logged into their Google account while conducting the search. As a result of this encryption, the keyword that the visitors search to arrive to your site is not passed in the referring URL. Web Analytics tools rely on the keywords passed in the referring URL to build the search engine traffic report and in the absence of the keywords there is nothing to report, though they still see that the visits came from Google search. So Google Analytics now marks those visits that do not have a keyword but come from Google with “(not…. […]

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