Impact of Changes to Google Analytics

Impact of Changes to Google Analytics

For web site owners and managers who have become accustomed to the detailed and insightful data provided from Google Analytics, the recent change on the sharing of keywords organically searched by site visitors could have a much higher impact than Google leads on.  Already we have seen a significant portion of organic search traffic among multiple web sites being shown as “(not provided)” in Google Analytics, and without that data, online marketers lose some key insight on search trends and on their ability to tailor their site content to highly trafficked keyphrases. An alarming trend and disappointing from an SEO standpoint, but as it is a free tool, hard to argue.

How will this change impact Google Analytics users?
When a signed in user visits your site from an organic Google search, all web analytics services, including Google Analytics, will continue to recognize the visit as Google “organic” search, but will no longer report the query terms that the user searched on to reach your site.


By Rob Gazzola

Robert Gazzola on Google+



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