{"id":138053,"date":"2022-01-25T11:00:42","date_gmt":"2022-01-25T16:00:42","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=138053"},"modified":"2023-05-12T08:23:32","modified_gmt":"2023-05-12T13:23:32","slug":"not-provided","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/not-provided\/","title":{"rendered":"\u2018Not Provided\u2019 in Google Analytics: How to Reclaim Your Keyword Data"},"content":{"rendered":"\n<div class=\"intro-txt\">In Google Analytics, when you see \u201c(not provided)\u201d instead of the queries that led searchers to your website, this means Google is covering organic keywords data in the interest of protecting the privacy of searchers.<\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/1-google-analytics-not-provided.png\" alt=\"&quot;(not provided&quot; listed in a table on GA\"><\/figure>\n\n\n\n<p>But no worries, this doesn\u2019t mean you have&nbsp;configured your Google Analytics wrong or your data is lost. In this article, we\u2019ll cover two solutions to the \u201cnot provided\u201d problem and some tips on how to use your newly acquired keyword data:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#1-use-gsc\">Solution 1. Use Google Search Console<\/a>&nbsp;<\/li>\n<li><a href=\"#2-use-awt\">Solution 2. Use Ahrefs Webmaster Tools<\/a><\/li>\n<li><a href=\"#3-tips-how-to-use-data\">Three tips on how to use your keyword data<\/a><\/li>\n<\/ul>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> At the time of writing, Google Analytics 4, the successor of Universal Analytics, by default doesn\u2019t show any organic keywords (or the \u201cnot provided\u201d token) in the Acquisition report. To solve this problem, you can use the same solutions shown in this article.<\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Solution 1. Use Google Search Console (free tool)\" data-section=\"1-use-gsc\">\n\n\n\n<h2 class=\"wp-block-heading\">Solution 1. Use Google Search Console (free&nbsp;tool)<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p><a href=\"https:\/\/search.google.com\/search-console\/about\">Google Search Console<\/a>&nbsp;(GSC) is a free tool from Google designed to monitor and troubleshoot your website\u2019s appearance in the search results. On top of revealing organic queries that led to your website, you can use GSC to find and fix technical errors, submit sitemaps, see backlinks, and&nbsp;more.<\/p>\n\n\n\n<p>To see your organic keywords data, you need to set up the tool. You can learn how to do this in our <a href=\"https:\/\/ahrefs.com\/blog\/google-search-console\/\">guide to setting up GSC<\/a>.<\/p>\n\n\n\n<p>Now, let\u2019s see what type of data you will find in GSC. We\u2019ll start with the main reason why you\u2019d want to use GSC: You can see your organic keywords in the Performance report, which you\u2019ll find&nbsp;here:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/2-gsc-performance-report-tab.png\" alt=\"&quot;Performance&quot; tab to access Performance report\"><\/figure>\n\n\n\n<p>Once your data becomes available, you will see your keywords in the Queries tab located in the bottom panel:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/3-gsc-queries-keywords.png\" alt=\"List of queries under Queries tab \"><\/figure>\n\n\n\n<p>Here\u2019s what this data&nbsp;means:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Top queries <\/strong>refer to Google Search queries (i.e., keywords) that generated impressions of your website. This means whenever your website\u2019s URL shows up in Google\u2019s search results (this can be web search, image search, video search, or Google News), the keyword that caused that impression will be reported here.<\/li>\n<li><strong>Clicks <\/strong>are the number of clicks coming to your website\u2019s URL from organic search results. Note this excludes paid Google Ads search results. Any click that takes the user outside of the search results is considered a click. And when someone clicks a link to a page, returns to the SERP (search engine results page), and then clicks on that page again, it counts only as one&nbsp;click.<\/li>\n<li><strong>Impressions <\/strong>are the number of times any URL from your website appeared in the search results. Note this does not necessarily imply the searcher has seen your website. This just means it has been displayed.<\/li>\n<\/ul>\n\n\n\n<p>It may take a while for Google to start showing your data. But the good news is once your data is in, you\u2019ll see up to 16 months of retroactive data.<\/p>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> While GSC offers insight into the queries that led searchers to your website, it doesn\u2019t show the entire data. The first limitation is that Google doesn\u2019t show very rare queries (performed only by a few users; Google calls those \u201canonymous queries\u201d). Secondly, GSC will only show you up to 1,000 keywords in its interface.<\/div>\n\n\n\n<p>Other tabs in the Performance report will show you clicks and impressions for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>URLs of <strong>pages<\/strong>&nbsp;that were entered coming from the&nbsp;SERPs.<\/li>\n<li><strong>Countries<\/strong>&nbsp;where the search came&nbsp;from.<\/li>\n<li>The <strong>type of device<\/strong>&nbsp;on which the search was performed.<\/li>\n<li>Grouped data for <strong>specific types or features of search results <\/strong>(Search Appearance tab). This data is reserved for search results other than typical blue links, such as recipe galleries, review snippets, videos, how-to results, and <a href=\"https:\/\/support.google.com\/webmasters\/answer\/7576553#zippy=%2Ccountries%2Cqueries%2Cdevices%2Csearch-type-filter-only%2Csearch-appearance\">more<\/a>.<\/li>\n<li><strong>Dates <\/strong>(shown in Pacific Time&nbsp;Zone).<\/li>\n<\/ul>\n\n\n\n<p>And so here it is. The first solution to \u201cnot provided\u201d keywords is as simple as setting up GSC and waiting for your data to come in. But before we get into the second solution, let\u2019s see what other things Google offers in the Performance report.<\/p>\n\n\n\n<p>Starting from the top, we have the filters.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/4-gsc-upper-filters.png\" alt=\"Filters in Performance report\"><\/figure>\n\n\n\n<p>They allow you to display only data that meets certain criteria. By default, you can filter by search type and date. Additionally, the \u201cSearch type\u201d filter allows you to compare sources:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/5-gsc-compare-mode.png\" alt=\"2 text fields to add in sources\"><\/figure>\n\n\n\n<p>You can also turn on additional filters for a particular query, page, country, or device.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/6-gsc-adding-filters.png\" alt=\"Dropdown showing additional filters \"><\/figure>\n\n\n\n<p>Below the filters, you have the overview panel with another set of filters and a graph that dynamically displays the data set in filters and plotted against time. These filters also affect the data shown in the Keyword report. So if you tick the CTR filter, CTR data will be shown next to \u201cClicks\u201d and \u201cImpressions\u201d:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/7-gsc-overview.png\" alt=\"CTR and Position data in a table\"><\/figure>\n\n\n\n<p>Since we\u2019ve already touched on clicks and impressions, let\u2019s see what CTR (click-through rate) and average position are&nbsp;about:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>CTR <\/strong>is the percentage of organic impressions that result in a&nbsp;click.<\/li>\n<li><strong>Average position<\/strong>&nbsp;is the average position of your site in the search results based on the site\u2019s highest position whenever it appears in a search.<\/li>\n<\/ul>\n\n\n\n<p>It\u2019s worth noting that Universal Analytics and Google Analytics 4 users can integrate GSC data into Analytics to see all data in one&nbsp;tool.<\/p>\n\n\n\n<p><strong>To integrate your Google Universal Analytics with GSC,<\/strong>&nbsp;make sure you set up both services for the same property. Then access your Google Analytics and:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Choose your property (i.e., website you want to see data&nbsp;for).<\/li>\n<li>Go to the <strong>Admin<\/strong>&nbsp;panel.<\/li>\n<li>In the Product Linking section, choose <strong>All products.<\/strong><\/li>\n<li>Look for \u201cSearch Console\u201d and click <strong>Link Search Console.<\/strong><\/li>\n<li>Follow the steps in the setup wizard to connect your GSC data with Universal Analytics data.<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/8-integrate-ua-gsc.png\" alt=\"Admin tab in GA sidebar \"><\/figure>\n\n\n\n<p><strong>To integrate your Google Analytics 4 with GSC<\/strong>, make sure you have set up both services for the same property. Then access your Google Analytics and:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Choose your property (i.e., website you want to see data&nbsp;for).<\/li>\n<li>Go to the <strong>Admin<\/strong>&nbsp;panel.<\/li>\n<li>In the Product Linking section, choose <strong>Search Console Linking<\/strong>.&nbsp;If you don\u2019t see that option yet, you may need to wait a few days; this is as the integration feature is still on the rollout.<\/li>\n<li>In the Search Console linking panel, click <strong>Link. <\/strong><\/li>\n<li>Follow the steps in the setup wizard to connect your GSC data with Google Analytics 4&nbsp;data.<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/9-integrate-ga4-gsc.png\" alt=\"Admin tab in GA sidebar\"><\/figure>\n\n\n\n<p>That\u2019s it for unlocking your organic keywords data in Google Analytics with the help of Search Console\u2014our first solution. But that is not the end of your options for working with organic keywords. This brings us to the second solution for \u201cnot provided.\u201d<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Solution 2. Use Ahrefs Webmaster Tools (free tool)\" data-section=\"2-use-awt\">\n\n\n\n<h2 class=\"wp-block-heading\">Solution 2. Use Ahrefs Webmaster Tools (free&nbsp;tool)<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>As already mentioned, GSC has its limitations, with the most important being the 1,000-keyword limit. If you need to work around this limit, you can consider an SEO tool like <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a>&nbsp;(AWT).<\/p>\n\n\n\n<p>It is our free tool that allows you to improve your website\u2019s SEO performance and get more traffic from search. AWT has four main advantages over GSC when it comes to organic keywords. It shows&nbsp;you:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>All known keywords. No 1000-keyword limit&nbsp;here.<\/li>\n<li>SEO metrics for pages and keywords.<\/li>\n<li>A depersonalized SERP snapshot with competitive data.<\/li>\n<li>SERP features for every keyword.<\/li>\n<\/ol>\n\n\n\n<p><span style=\"font-weight: 400;\"><\/span><\/p><div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> <span data-preserver-spaces=\"true\">Additionally, with a premium Ahrefs account, you can&nbsp;<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/ahrefs.com\/pricing\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">access your historical ranking data<\/span><\/a><span data-preserver-spaces=\"true\">, as well as historical backlink data.<\/span><\/div>\n\n\n\n<p>So let\u2019s see how AWT works. Once you set it up, click on the \u201cOrganic keywords\u201d widget in the project overview\u2026<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/10-awt-project-overview.png\" alt=\"&quot;Organic keywords&quot; widget in AWT\"><\/figure>\n\n\n\n<p>\u2026 and you will be directed to the <strong>Organic keywords<\/strong>&nbsp;report:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/11-awt-organic-keywords-report.jpg\" alt=\"Organic keywords report results for Ahrefs' blog\"><\/figure>\n\n\n\n<p>By default, you will be presented with the following data (from left to&nbsp;right):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Keywords <\/strong>that searchers used to find your website\u2014your solution to the \u201cnot provided\u201d problem.<\/li>\n<li><strong>SF <\/strong>stands for SERP Features that appear in search results for a keyword.<\/li>\n<li><strong>Volume <\/strong>shows the number of average monthly searches for a keyword.<\/li>\n<li><strong>Keyword Difficulty (KD) <\/strong>gives an estimate of how hard it is to rank in the top 10 organic search results for a keyword on a 100-point scale.<\/li>\n<li><strong>Cost Per Click (CPC)<\/strong>&nbsp;shows the average price that advertisers pay for each ad click in paid search results for a keyword.<\/li>\n<li><strong>Traffic <\/strong>shows an estimation of the monthly organic search traffic that your target gets from a given keyword.<\/li>\n<li><strong>Change (next to Traffic)<\/strong>&nbsp;refers to the change in traffic between your selected dates.<\/li>\n<li><strong>Position <\/strong>is the top-ranking position of your target for a keyword.<\/li>\n<li><strong>Change (next to Position)<\/strong>&nbsp;refers to the change in position between your selected dates.<\/li>\n<li><strong>URL<\/strong>&nbsp;refers to the URL that is ranking in search results for a keyword.<\/li>\n<\/ul>\n\n\n\n\n\n\n\n\n\n\n\n<p>Above your keyword data, there are filters you can use to display data that meets certain criteria, such as the country where the keyword comes from, position in SERP, search volume, or search for a particular keyword.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-139857\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/12-organic-keywords-report-filters.png\" alt=\"Filters in Organic keywords report \" width=\"1571\" height=\"375\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/12-organic-keywords-report-filters.png 1571w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/12-organic-keywords-report-filters-680x162.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/12-organic-keywords-report-filters-768x183.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/12-organic-keywords-report-filters-1536x367.png 1536w\" sizes=\"auto, (max-width: 1571px) 100vw, 1571px\"><\/p>\n\n\n\n\n\n<p>As seen in the above screenshots, there\u2019s a lot you can do with <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a>. Here, we\u2019re only showing a fragment of the functionality related to organic keywords. In the video below, we go through other features that can help you in SEO and share how to set up the&nbsp;tool.<\/p>\n\n\n\n<p>https:\/\/youtu.be\/ipTk-qGrNlc&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>So there you have it\u2014two different solutions to the \u201cnot provided\u201d problem. Both are free to use. So go ahead and try them both without any commitments. You can even run them in parallel.<\/p>\n\n\n\n<p>In fact, if you already have GSC up and running, it\u2019s easier to set up <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a>,&nbsp;as you can verify your property in it using GSC. On top of that, you can see the GSC data overview right in&nbsp;AWT.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-139858\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/13-awt-gsc-integration.png\" alt=\"Line chart showing key data, e.g., total clicks and impressions \" width=\"1894\" height=\"823\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/13-awt-gsc-integration.png 1894w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/13-awt-gsc-integration-680x295.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/13-awt-gsc-integration-768x334.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/13-awt-gsc-integration-1536x667.png 1536w\" sizes=\"auto, (max-width: 1894px) 100vw, 1894px\"><\/p>\n\n\n\n\n\n<p>One last thing worth knowing about these solutions&nbsp;is they display data using different sources. Google displays data from its own services, and <a href=\"https:\/\/ahrefs.com\/big-data\">Ahrefs aggregates data from multiple sources<\/a>.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Three tips on how to use keyword data\" data-section=\"3-tips-how-to-use-data\">\n\n\n\n<h2 class=\"wp-block-heading\">Three tips on how to use keyword data<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Knowing which organic keywords bring traffic to your website is great. This is because you can use that knowledge to improve your SEO and grow your organic traffic. Here are three quick ideas to do that. Note that we will be using both GSC and <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Optimize pages with underperforming keywords<\/h3>\n\n\n\n<p>Underperforming keywords are those keywords where you don\u2019t rank in positions #1 or #2. The reason being most people click one of the first two search results. And if you\u2019re not one of those results, you\u2019ll miss out on a lot of organic traffic.<\/p>\n<div id=\"attachment_139859\" style=\"width: 1142px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-139859\" class=\"size-full wp-image-139859\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/14-serp-overview.png\" alt=\"SERP overview showing Ahrefs' organic traffic is around 1.2K, lesser than top-ranking pages that get 3-4K\" width=\"1132\" height=\"675\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/14-serp-overview.png 1132w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/14-serp-overview-680x405.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/14-serp-overview-768x458.png 768w\" sizes=\"auto, (max-width: 1132px) 100vw, 1132px\"><p id=\"caption-attachment-139859\" class=\"wp-caption-text\">Ranking #6 for a competitive keyword is really good, but that position gives us less than half of the organic traffic that higher-ranking pages&nbsp;get.<\/p><\/div>\n\n\n\n<p>To find your underperforming keywords using <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a>,&nbsp;access your <strong>Organic keywords<\/strong>&nbsp;report by clicking on the \u201cOrganic keywords\u201d widget in the project overview. Once in the report, set the country you want to see data for. Also, set the Position filter to \u201c3.\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-139860\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/15-filtering-keywords-by-position-1.png\" alt=\"Dropdown option to set Position filter \" width=\"941\" height=\"849\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/15-filtering-keywords-by-position-1.png 941w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/15-filtering-keywords-by-position-1-471x425.png 471w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/15-filtering-keywords-by-position-1-768x693.png 768w\" sizes=\"auto, (max-width: 941px) 100vw, 941px\"><\/p>\n\n\n\n\n\n<p>In a flash, you will get a list of keywords that rank in position #3 or lower. These are the keywords that are underperforming.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-139861\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/16-filtering-keywords-by-position-2.png\" alt=\"List of underperforming keywords\" width=\"1383\" height=\"1143\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/16-filtering-keywords-by-position-2.png 1383w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/16-filtering-keywords-by-position-2-514x425.png 514w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/16-filtering-keywords-by-position-2-768x635.png 768w\" sizes=\"auto, (max-width: 1383px) 100vw, 1383px\"><\/p>\n\n\n\n\n\n<p>Now you can browse through that list to create a shortlist of pages for optimization. A good practice is to use the SERP tool to see who ranks above you in the SERPs. That way, you can gauge the probability of outranking them. To illustrate, there is little chance for us to outperform Google for the keyword \u201cgoogle keyword planner.\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-139862\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/17-serp-overview-2.png\" alt=\"SERP overview for keyword &quot;google keyword planner&quot;\" width=\"1496\" height=\"1128\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/17-serp-overview-2.png 1496w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/17-serp-overview-2-564x425.png 564w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/17-serp-overview-2-768x579.png 768w\" sizes=\"auto, (max-width: 1496px) 100vw, 1496px\"><\/p>\n\n\n\n\n\n<p>As for the optimization itself, here are a few ideas on what you can&nbsp;do:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Improve <a href=\"https:\/\/ahrefs.com\/seo\/on-page-seo\" data-ahr=\"https:\/\/ahrefs.com\/blog\/on-page-seo\/\">on-page SEO<\/a><\/li>\n<li>Add more relevant <a href=\"https:\/\/ahrefs.com\/blog\/internal-links-for-seo\/\">internal links<\/a>&nbsp;<\/li>\n<li>Get more <a href=\"https:\/\/ahrefs.com\/blog\/how-to-get-backlinks\/\">backlinks<\/a><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">2. Optimize pages with low CTR but high keyword ranking<\/h3>\n\n\n\n<p>If you remember from the previous sections, CTR is the percentage of organic impressions that result in a click to your website.<\/p>\n\n\n\n<p>Generally, a page with a high ranking on the SERP should analogically have a high CTR. This is as people tend to click search results with high rankings. And the higher the CTR, the higher the traffic to your&nbsp;site.<\/p>\n\n\n\n<p>But in some cases, pages ranking high can have a lower than average CTR. With the help of GSC, you can quickly find these pages, analyze the cause of their performance, and see if there\u2019s a way to improve CTR.<\/p>\n\n\n\n<p>To do this, go to the Performance report in GSC. Tick the Average CTR and the \u201cAverage position\u201d filters. Then filter for keywords with average rankings below 3.1. This way, you will see pages that you already rank for in the top&nbsp;three.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-139863\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/18-how-to-find-underperforming-keywords-1.png\" alt=\"Position filter set to 3.1\" width=\"712\" height=\"174\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/18-how-to-find-underperforming-keywords-1.png 712w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/18-how-to-find-underperforming-keywords-1-680x166.png 680w\" sizes=\"auto, (max-width: 712px) 100vw, 712px\"><\/p>\n\n\n\n\n\n<p>Now sort the report by CTR in ascending order. Then look for keywords with lots of impressions but low CTR. Here\u2019s an example of such a keyword.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-139865\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/19-how-to-find-underperforming-keywords-2.png\" alt=\"Keyword &quot;diy seo&quot; with around 7.2K impressions but CTR is 2.1%\" width=\"642\" height=\"100\"><\/p>\n\n\n\n\n\n<p>As you can probably guess, for position #3 in the SERP, the CTR here should be way higher. Meaning, we\u2019re somehow missing out on a lot of potential traffic that could go to our article on <a href=\"https:\/\/ahrefs.com\/blog\/diy-seo\/\">DIY SEO<\/a>.<\/p>\n\n\n\n<p>In the case of this keyword, the cause of low performance can be seen just by analyzing the SERP. Our webpage, though ranking high, is \u201cburied\u201d under ads, a featured snippet, a video carousel, and a <a href=\"https:\/\/ahrefs.com\/blog\/people-also-ask\/\">People Also Ask box<\/a>. Those elements of the SERP probably get the most attention from searchers.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-139866\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/20-how-to-find-underperforming-keywords-3.jpg\" alt=\"Google SERP showing many elements above Ahrefs' article \" width=\"805\" height=\"1474\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/20-how-to-find-underperforming-keywords-3.jpg 805w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/20-how-to-find-underperforming-keywords-3-232x425.jpg 232w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/20-how-to-find-underperforming-keywords-3-768x1406.jpg 768w\" sizes=\"auto, (max-width: 805px) 100vw, 805px\"><\/p>\n\n\n\n\n\n<p>So a viable solution, in this case, is to try and optimize our article on DIY SEO to win a <a href=\"https:\/\/ahrefs.com\/blog\/featured-snippets\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/find-featured-snippets\/\">featured snippet<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Find easy keywords to rank&nbsp;for&nbsp;<\/h3>\n\n\n\n<p>As you may know, a single page can rank for hundreds of keywords. (We even did a <a href=\"https:\/\/ahrefs.com\/blog\/also-rank-for-study\/\">study on this subject<\/a>.) Some of the keywords can even cause a page to be ranked unintentionally. This means Google can associate a webpage with a keyword even if you haven\u2019t specifically targeted the keyword with a&nbsp;page.<\/p>\n\n\n\n<p>When that happens, this is a sign you should create new content optimized for that \u201cunintentional\u201d keyword. If so, you could get more traffic than what you currently receive. And the lower the KD, the easier it is generally to create content that will rank&nbsp;high.<\/p>\n\n\n\n<p>You can look for low-difficulty keywords using the KD metric in <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a>. Just open the <strong>Organic keywords<\/strong>&nbsp;report and put something low like \u201c20\u201d in the KD filter. Then sort the results by volume to spot opportunities with the highest potential. Here\u2019s an example from a blog on web design:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-139868\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/21-filtering-keywords-by-kd.png\" alt=\"Low-difficulty keyword &quot;tinder ui&quot; in Organic keywords report\" width=\"998\" height=\"581\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/21-filtering-keywords-by-kd.png 998w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/21-filtering-keywords-by-kd-680x396.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/21-filtering-keywords-by-kd-768x447.png 768w\" sizes=\"auto, (max-width: 998px) 100vw, 998px\"><\/p>\n\n\n\n\n\n<p>As you can see, the \u201ctinder ui\u201d keyword has a high search volume. But it doesn\u2019t bring any traffic to the page that ranks for it because of the low position in the SERP. However, creating new, dedicated content targeting that keyword could help the blog rank higher and get additional organic traffic.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts &nbsp;<\/h2>\n\n\n\n<p>In this article, we\u2019ve seen two different solutions for incomplete keyword reports in Google Analytics (both Universal Analytics and Google Analytics 4). Both Search Console and <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a>&nbsp;will provide insight into the organic keywords that brought people to your website and\/or made your website appear in the&nbsp;SERPs.<\/p>\n\n\n\n<p>But if you want to go beyond just knowing what your organic keywords are, I recommend keeping both of those free tools running in parallel. This way, you will have access to more data and can spot more opportunities for growth, as shown in the three SEO tips&nbsp;above.<\/p>\n\n\n\n<p>And if you\u2019re serious about growing organic traffic, tools like GSC and AWT are simply must-haves.<\/p>\n\n\n\n<p>Want to learn more than just the SEO tactics mentioned here? Head to our <a href=\"https:\/\/ahrefs.com\/seo\">complete guide on SEO<\/a>.<\/p>\n\n\n\n<p>Got questions? Ping me <a href=\"https:\/\/twitter.com\/m_makosiewicz\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>But no worries, this doesn\u2019t mean you have&nbsp;configured your Google Analytics wrong or your data is lost. In this article, we\u2019ll cover two solutions to the \u201cnot provided\u201d problem and some tips on how to use your newly acquired keyword<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":159,"featured_media":138055,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[335],"tags":[],"coauthors":[412],"class_list":["post-138053","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>&#039;Not Provided&#039; in Google Analytics: How to Reclaim Your Keyword Data<\/title>\n<meta name=\"description\" content=\"Google Analytics hides your organic keywords under the \u201cnot provided\u201d token. 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