What Does Keyword (Not Provided) Mean In Google Analytics?
There were times when search engines had keyword available in Google Analytics. And we weren’t only able to analyze the keywords with which users came to us. No, we could also do qualitative tests. We were able to determine which search terms led to higher engagement among users and whether, for example, a term such as SEO or SEO workshop led to better conversions. What is the difference between (not set) and (not provided) in Google and what ways are there to get the keyword information back?
What Does (Not Provided) Mean?
Since October 2011, Google Analytics has been encrypting its search results page. As a consequence, no keyword has been transferred to it since then. In contrast to (not set), which means that Google has no information on it, (not provided) means that this is not made available. This also applies not only to Google, but also to tools such as Matomo.
In 2011, Google officially announced in its blog that you are changing the protocol from http to https for your search. The goal for Google was and is to give its users a secure user experience when researching Google. As a consequence, less and less keyword was transmitted to tools such as Google Analytics.
What Exactly Is The Difference Between (Not Provided) And (Not Set)?
In Google Analytics (not provided) only refers to the keywords from the origin search that are not transmitted here. In Google Analytics (not set) is output counts metrics, such as sessions, but has not received any information on the dimension, such as landing page or source. Depending on the dimension, this can have various causes like implementation errors or fields that are not filled in if you are using some parameters.
Ways To Get Your (Not Provided) Data Back
You go to the Acquisition – Campaigns – Keywords report tab and click on (not provided). Then you select Landing page with a secondary dimension. As before, you will not see any keyword information, but at least you can now see which landing page users came to you from.
A second option is that you integrate the data that you have available in the search console into Google Analytics. Here you can find more data about integrating the console into Google Analytics. You will then also find your information from the acquisition report tab. However, this does not really help you in the first step, except that you now have some of the data available in Google Analytics.