How to Fix “Not Provided” in Google Analytics
Google Analytics is an essential tool for businesses to track and analyze website traffic. However, one of the most frustrating issues faced by users is the “Not Provided” data. This problem occurs when search queries are no longer displayed in the Google Analytics reports. In this article, we will discuss how to fix “Not Provided” in Google Analytics and improve your website’s data accuracy.
Understanding “Not Provided” Data
The “Not Provided” data refers to the search queries that are no longer shared with website owners. This issue started in 2011 when Google began encrypting search queries for users logged into their Google accounts. As a result, website owners lost access to this valuable information, making it difficult to understand the source of their organic traffic.
Here are some common reasons for “Not Provided” data:
- Users are logged into their Google accounts while searching.
- Users have enabled incognito mode or private browsing.
- Users are searching on Google’s secure search domain (https://www.google.com).
How to Fix “Not Provided” in Google Analytics
1. Implement Google Search Console
Google Search Console is a free tool that provides valuable insights into your website’s search performance. By integrating Google Search Console with Google Analytics, you can access some of the “Not Provided” data. To do this:
- Go to Google Search Console and click on “Search Traffic” > “Search Analytics”.
- Select “Queries” and download the data as a CSV file.
- Upload the CSV file to Google Analytics and map the data to the appropriate dimensions.
2. Use UTM Parameters
UTM parameters are tags that you can add to your URLs to track specific campaigns and sources. By using UTM parameters, you can capture data that would otherwise be “Not Provided”. Here’s how to add UTM parameters to your URLs:
- Go to Google Analytics and click on “Admin” > “Tracking Code” > “Custom Definitions” > “UTM Parameters”.
- Enter the UTM parameters you want to track, such as “source”, “medium”, and “campaign”.
- Use these parameters when creating URLs for your campaigns.
3. Analyze Referral Traffic
Referral traffic can provide insights into the sources of your “Not Provided” data. By analyzing referral traffic, you can identify the websites that send visitors to your site, even if their search queries are not displayed. To analyze referral traffic:
- Go to Google Analytics and click on “Acquisition” > “All Traffic” > “Referrals”.
- Review the list of referring websites to identify potential sources of “Not Provided” data.
4. Leverage Third-Party Tools
Several third-party tools can help you track “Not Provided” data and provide more accurate insights. Some popular tools include:
- Semrush
- Ahrefs
- Moz Pro
Conclusion
Fixing “Not Provided” in Google Analytics can be challenging, but by implementing the strategies outlined in this article, you can improve your website’s data accuracy and make more informed decisions. Remember to regularly review your analytics data and adjust your strategies as needed.
