What is “Not Provided”?
“Not provided” in Google Analytics refers to organic search traffic from SSL searches or logged-in users, where specific search queries are withheld for privacy and security reasons.
When a user is logged into their Google account and performs a search, their query is encrypted using SSL (Secure Sockets Layer) technology. This encryption prevents the search terms from being visible to third parties, including Google Analytics. Instead of displaying the actual search queries, Google Analytics reports this traffic as “not provided.”
How “Not Provided” Appears in Google Analytics
This SSL encryption was introduced in 2011 to protect users’ private information, such as search history and personal data, from being accessed by third parties. As a result, website owners and marketers have limited insight into the specific search terms driving traffic from logged-in users.
It’s important to note that this encryption only affects users logged into their Google account at the time of the search. If users are not logged in or use a different search engine, their search terms will still appear in Google Analytics.
