Search term “(not provided)” – what does it mean?

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The vast majority of our Google AdWords management clients have Google Analytics on their website, and as well as setting this up to measure their Google AdWords campaign performance each month, we take the opportunity to provide other reports on their website visitor numbers. We like to help out our clients in any way we can. One of the reports which many companies ask for, and find interesting – quite understandably – is the “keyword report”, which shows what terms their visitors from search engines actually typed in to find them. I discussed this report recently when explaining how to take out the branded (e.g company name) traffic from that report.

Anyone who looks at that data can’t have failed to notice the appearance over the last couple of years of an entry called “(not provided)”. For my personal website over the last month, this represented 2,999 out of 8,907 visits from search engines. Ouch.

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My passion is guiding companies to online success. My expertise are search engine optimisation, pay per click advertising & social media marketing. How can I help you? Let's talk.

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