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(Not Provided) Comes to the UK

Posted on Wed, 2 May 2012 by Kele Gibbs

Google Analytics plays such an important role for tracking and analysing online data. However when changes occur to Google it is very important to know these changes will affect your data.

Google Privacy setting

In October last year Google changed some of their privacy settings to make it more secure.

What this actually means is that if you were logged into a Google account for accessing your Gmail or other Google product, your organic search term would no longer show up in the keyword report in Google analytics. You would be seen as ‘(Not Provided)’.

Being a complete ‘numbers geek’, this concerns me, as I use Google analytics as one of our main tools to track SEO for our clients. But after looking at the numbers for the first few months after the change, it has only affected about 3% of the organic traffic coming to our sites. Through using Webmaster Search Queries, I am able to find the missing Keywords that are being used to find the site. So I have accepted the loss of the 3% and have carried on tracking our SEO results.

This all changed in March 2012 when the privacy setting was applied to not just This has had a much bigger affect on our clients. We have seen (not provided) move from an average of 3% of traffic up to an average of 12%. Google assured us that it would only affect up to 10% of our traffic, but at the OTHER media we have seen 26.57% of our organic keywords turning to (Not Provided) in March.

Will this carry on growing?

OTHER media (Not provided) data has changed as follows:

Google Analytics not provided data

The best solution I have found is from E-Consultancy.
We have set this up in separate profiles for my clients so we can see it effectiveness over the next few months.
I prefer Google analytics to other paid tools as the interface is so simple. It now has an 82% market share and is used by more than 55% of the top 10,000 websites.

Has the (Not Provided) role out to the UK affected you business?

Let me know what new tools you are using to stop the loss of data?

Kele Gibbs is a Digital Analyst at the OTHER media

For more explanation or help please email kgibbs at