How to Get Around (Not Provided) in Your Insurance Website Analytics

October 20, 2014

You may have noticed when checking Google Analytics for your insurance agency website that at the top of the list of keywords used to find your website, you see (not provided). Because (not provided) accounts for most of the organic search visits to your website, how are you supposed to know which keywords are working for you?

Google has explained (not provided) happens when users use SSL search. In other words, when a user is on a secure Google search page, his or her searches are secure and will not be reported in a website's analytics. This could happen if the user is logged in to his or her Google account, has recently signed out of Google, is using Firefox 14 or above, or simply opted to use secure search. According to, nearly 87% of keyword data is (not provided). This is expected to hit 100% in 2017.

Don't worry. There is a way around (not provided). To successfully track which keywords you are ranking for and the keywords users are clicking on, you can set up Google Webmaster Tools with Google Analytics. You'll also see impressions and click through rates (CTR) of those keywords.

How to Set Up Google Webmaster Tools

First, log in to Google Analytics. Go to the Admin section of Analytics. Under the second column labeled Property, click on Property Settings. At the very bottom of that page, you'll see the Webmaster Tools Settings section. Click Edit, then add your website to Google Webmaster Tools. You can get more detailed instructions in the Analytics help section.

How to See Keyword Data

Once the setup is done, you'll see these three significant pieces of information.

  1. Queries Report - Shows the Google search queries that have generated the most impressions for your insurance agency website. You can sort by impressions, clicks, average (ranking) position, and CTR. Depending on how you sort the queries, you can see which keywords are most popular in terms of impressions, whether those keywords result in clicks to your website, and the average ranking of a keyword.

  2. Landing Page Report - Shows your website pages that have generated the most impressions through Google. Like the queries, depending on how you sort the landing pages, you can see which pages are successful because of the high click through rate. If a landing page has a poor average ranking position, you may deduce that the page is interesting to users but is difficult to find in the search engines.

  3. Geographical Summary - Shows you which country is clicking the most. You can also see more information by clicking Google Property. This will show the impressions and clicks generated by web, image, video and mobile searches.

It's important to know when reviewing these reports, the data for the most recent two calendar days is not available.

With the Webmaster Tools, even if you can't see most of the keywords that are used to find your website, you'll still be able to see the keywords that you are ranking for and which of those are generating clicks.

Got a question about Google's (not provided) data and how to use Webmaster Tools? Ask us in the comments.


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