“Not Provided” in Google Analytics refers to search query data that is on hold from website owners due to privacy reasons. “Not Provided” occurs when users are logged into their Google account or during a search via a secure, encrypted connection (SSL). Instead of passing the actual search query into Google Analytics, Google reports the traffic as “Not Provided.”
This was introduced in 2011 as part of Google’s push for better user privacy and data security. When a user performs a search while logged into their Google account, the search query is encrypted, ensuring that sensitive data is not visible to third parties, including website owners and marketers.
Why is “Not Provided” Important?
The “Not Provided” data limits the ability of webmasters and marketers to understand the exact search queries driving organic traffic. However, the “Not Provided” traffic is still tracked in Google Analytics and can be analyzed for trends and performance across different landing pages.
When Does “Not Provided” Appear?
- When a user is logged into their Google account.
- When the search is made over a secure HTTPS connection (SSL).
- Search queries from encrypted or secure channels are reported as “Not Provided.”
If the user is not logged in or uses another search engine, the search terms will still be visible in Google Analytics.
