Google Analytics: Showing Organic Keywords as “Not Provided”

Google Analytics

I had so wondered why does Google Analytics, or any other marketing tools, intelligence platform shows a summary of keywords like “not provided”. When I get traffic from organic search results? To my experience I’m getting a good amount of traffic from SERP’s but most of the traffic as a keyword “not provided” which makes it look strange to me…! So, now my mind has set in thinking of where does all my keyword research and On-Page SEO goes off? And why does these keywords hidden in the Google Analytics report?

My question remained unanswered…!

Later I taught of checking what the recent Google’s algorithm updates are. To know why actually this is happening. Coming to back in the mid October 2011, there were many changes taken place in the Google model. At the same time we also got “https” the secured search came into existence, this is one of the responsible for the keyword showing “not provided” in Google Analytics. If you want to access the most recent common report: (Just go to Traffic Sources -> Search -> Organic) to view the report on Organic traffic.

Great…! I got the answer for my question.

Here’s why it showed up like that.

It’s just simple, many people access Google in their day to life for things to know about. So, basically most of the users get signed into Google. Here is the issue of “not provided” keyword comes, when the user is signed into Google and goes with an organic search, to access a respective site. It results of not showing up any keywords in the Analytics report because the user is signed into Google. Such that whatever the user searches for with a keyword it just shows up “not provided” and shows up the traffic is organic. There is reasoning behind this issue, Google answered that this model has been made for protecting the user’s privacy and it has been stated that it would be just a small part of our overall organic website traffic. So…! Do I miss anything? Oops forget to say even Google+ growing higher and other Google services. So, they tied into one single privacy policy, such that even most of the users of marketing analytics are finding the keyword “not provided” in their results which is the most popular keyword now.

Overall message

When your signed into Google and search for a specific result to reach a respective website, the organic keyword will be recorded as “not provided” in Google Analytics report. If a user is not signed into Google then the situation is different.

Well, if you found a value in this post, please share your valuable feedback through comments and share it to your social network. Thanks!

Saikrishna is a student of Computer Science & Engineering and he is also a part time blogger who also blog at TSKSOFT. Started blogging in 2010 for fun and later its became a profession, helping co-bloggers and sharing the knowledge to everyone from what he learned.

About Saikrishna Tipparapu

Saikrishna is a student of Computer Science & Engineering and he is also a part time blogger who also blog at TSKSOFT. Started blogging in 2010 for fun and later its became a profession, helping co-bloggers and sharing the knowledge to everyone from what he learned.


  1. I find this issue all the time with our stock photo site! Thank for sharing the info I can now stop scratching my head!

  2. A very informative article dude….hope google get back to old algorithm or upgrade this one! so all the bloggers and internet marketers get some benefits and know what their visitors really want 🙂

    • Actually this has been into action from October 2011 through implementing of https://
      Google has stated that…! this done because to secure the user privacy.
      Thanks for the comment Aditya 🙂

  3. Finally I got the answer to this question. I usually many organic visits with so called ‘not provided’ keyword. I have read many posts explaining this reason but none of them were so easily understandable. Thanks a lot for this informative post.

    • Welcome to our website Shiwangi, Its your first visit on our site. Glad to found the article helpful which you haven’t found on other website/blog.
      Thanks for visiting our post.

  4. I also saw lots of time not provided but never think deeply. Thanks for open my eyes. Now I know the inner meaning

  5. I’ve been wondered that why Google is not providing the real keywords, showing ‘Not provided’ and searched for answers and never found what’s the reason?.

    Thanks to the post mate.

  6. Very nice and informative post. Not knowing about it and i watched it myself.

  7. Google says its to protect user’s privacy?, but they’re scanning all of user’s personal information in Gmail and all the other tools and services they provide. They’re know to be the masters of tracking. They just use to it increase their advertising opportunities and not let us to harvest from it.

  8. To learn about Google being strict with our privacy is a good thing. I usually log out of Google after I have checked everything e.g. my email and Google+. This is because I don’t want Google to have a list of the things that I search about under my name.

  9. This question was in my mind for years but I din’t get the answer. Now, it’s clear. Thank you SaiKrishna!

  10. Really Sai …………. it is such a great article for those who are scratching their head even some time i thought why it is showing not provided but from this great post now i can understand why their is not provided ……. In award this post get a fb like and g+ from me 😉 …….. keep writing this type of article and helping people to get out of this type of issues 🙂

    • Actually I faced the same issue long back and after a long time I found an solution. Glad its useful for you buddy.
      Thanks for dropping down your comment 😉

  11. ” Not Provided “?? I want to know how to view these Google hidden keywords? My analysis is that google.

    Thank you

  12. i usually ignore “not provided” why it happens but you brilliantly explained or answered this question brother.Really unique… thanks for sharing

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