Not Provided in Google Analytics: How to get around it?


Do you want to analyze your incoming SEO traffic and more particularly the keywords that bring you traffic via Google Analytics? Do you see a very high proportion of “not provided” keywords? Are you wondering how to get around this? Here are 2 tips that work.

Reminder: what is “not provided” in Google Analytics?

The term ” not provided “Means in French” not provided“.

Launched in 2011 by Google to officially contribute to better confidentiality of terms searched by its connected users, the “Not provided” in Google Analytics Concretely consists for Google in hiding from the webmaster of a website the request (the keywords) which allowed a Google user connected to his account to land on his website.

not provided google analytics
Overview of the proportion of not provided on a website in Google Analytics

In 2021, on average, more than 90% of the search terms contained in the “Keyword” report in the “Acquisition” -> “All Traffic” -> “Channels” section of Google Analytics are not provided.

Fortunately for SEOs and web analysts, there are two simple and complementary ways to bypass this not provided.

1- Google Search Console and the “Performance in search results” report

If it is not already done for the site you manage, the best way to get around the “not provided” on Google Analytics is to use another free SEO tool from Google: the Search Console.

This tool dedicated to webmasters allows, among other things, to consult the keywords that bring the most SEO traffic to your website whether at the level of a complete site, a category or a specific page.

not provided bypass via search console
Search Console “Performance in Search Results” report allows you to bypass “not provided”

Thanks to the report ” Performance in search results“, You will be able to get a list of more than 1000 keywords that bring traffic to your website.

You can get this report for any URL of your choice by simply using the filter ” Page “And then choosing the option” Exact url “Or the option” URL containing“.

Configure Search Console data sharing with Google Analytics

If you wish, you can link your Google Analytics account with your Search Console account so that Search Console keyword data is automatically fed back to Google Analytics in the section “Acquisition” -> “Search Console” -> “Queries”.

configure google analytics not provided
Configure anti-not provided data sharing between Google Analytics and the Seach Console

To do this, it’s very simple, you just have to go to this URL and then associate your Search Console account with your Google Analytics account by clicking on ” Configure Search Console data sharing »(This is done in a few clicks if you already have your Search Console account set up).

2- Use a third-party tool like SEMrush

If you want to have another vision of a third-party tool to Google and without being limited in the number of keywords that come up for a domain, you can also use a tool like SEMrush and its section ” Domain Analysis “->” Organic research “:

SEMrush organic research report
SEMrush’s “Organic Search” report is also a great way to get around the not provided

You will need the paid version to get all the keyword data for any site of your choice but thanks to SEMrush, you will be able to export all the keywords on which a website is positioned with its associated positioning as well as the landing page that is positioned.

You will also be able to identify the share of estimated traffic represented by a specific keyword for the analyzed site via the “Traffic%” column.

This report can be useful to you for your own sites as to analyze the sites and positioning of your competitors.

It’s quite complementary with Search Console since the data source is not the same.

With these two methods to bypass the not provided, you should now be able to both optimize your current landing pages and use the keyword data of your competitors to be able to create new ones with potential SEO traffic.

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