Google Analytics Keyword Showing as: Not Provided?

You logged into Google today, viewed you referring keywords, and BAM: One of the top referrers was: “(not provided)”.

Google have introduced a new feature into their search where logged in users have search defaulting to SSL. Supposedly this is only meant to be affecting 10% of statistics, as apparently only 10% of queries to google search come from signed in users, however, we are seeing a much higher value for pingable. Sites that target a more technical audience will likely see similar statistics as us, where this number might become quite high.

Here’s is Googles official announcement on the topic.

What does this mean for web masters?

Obviously less data. The number 1 referral to is now a keyword called (not provided). As annoying as this is, I guess the positive way to look at it is that it just scales down the data you can get from users. Overall, keyword referrals should be similar, however they will seem slightly lower, as you will not be getting the full picture.

The roll out has been taking place over the last few days, take a look to see how it is affecting out data:

GA Keyword not provided

So nothing to be too worried about. Your keyword performance is not dropping, Google are simply hiding the data from you.