“Not provided” is a term that refers to a category of search traffic in Google Analytics that cannot be traced back to its specific origin. This is because Google has decided to hide certain information about the search keywords that users use to reach a website. Instead, Google Analytics shows “not provided” as the traffic source for these searches.

What is “not provided” for on the web?

Although the appearance of “not provided” in Google Analytics can be frustrating for website owners, it can also be useful in some cases. Some of the main reasons why “not provided” may be useful are:

• User privacy: Google has decided to hide certain information about the search keywords that users use to reach a website to protect their privacy.
• Focus on quality content: instead of focusing on the specific keywords that users use to find your website, website owners can focus on creating high-quality, relevant content for their audience.
• Identification of general trends: although “not provided” does not provide specific information about the keywords used by users, it can still be useful to identify general trends in website traffic.

Examples of “not provided” on the web

Here are some examples of how “not provided” may appear in Google Analytics:

• A website owner may see that Google search traffic has increased, but cannot determine what specific keywords were used to reach the website.
• A website owner may see that Google search traffic has decreased, but cannot determine what specific keywords were used to reach the website.
• A website owner can see that Google search traffic has increased for a specific page, but cannot determine what specific keywords were used to reach that page.

Conclusion

In conclusion, “not provided” is a category of search traffic in Google Analytics that cannot be traced back to its specific origin because Google has decided to hide certain information about the search keywords that users use to reach a website. While this can be frustrating for website owners who want to know what keywords users use to find their site, “not provided” can also be useful for protecting user privacy and focusing on quality content. Although it does not provide specific information about the keywords used by users, it can still be useful for identifying general trends in website traffic. In summary, although “not provided” can be frustrating for website owners, it is important to understand its function and how it can be useful in some cases.