What is “Not Provided”?
“Not provided” in Google Analytics refers to search queries that are not displayed due to SSL (Secure Sockets Layer) encryption. When users are logged into their Google accounts and perform searches, Google encrypts the search queries to protect privacy. Consequently, the specific search terms are not available in Google Analytics, and this traffic is reported as “not provided.”
How “Not Provided” Appears:
In Google Analytics, traffic from encrypted searches is labeled as “not provided,” meaning the specific keywords are not shown.
Reason for “Not Provided”:
Introduced in 2011, SSL encryption protects users’ private information, such as search history and personal data, from being intercepted by third parties. This encryption ensures that search queries from logged-in users are not visible to website owners and marketers.
Visibility of Search Terms:
- Logged-In Users: Search queries are encrypted and reported as “not provided.”
- Non-Logged-In Users: Search terms remain visible in Google Analytics.
- Other Search Engines: Terms may still be visible if not using Google.
