In Google Analytics, if you see “(not offered)” as a substitute of the queries that led searchers to your web site, this implies Google is masking natural key phrases knowledge within the curiosity of defending the privateness of searchers.

"(not provided" listed in a table on GA

However no worries, this doesn’t imply you could have configured your Google Analytics flawed or your knowledge is misplaced. On this article, we’ll cowl two options to the “not offered” drawback and a few tips about find out how to use your newly acquired key phrase knowledge:


On the time of writing, Google Analytics 4, the successor of Common Analytics, by default doesn’t present any natural key phrases (or the “not offered” token) within the Acquisition report. To unravel this drawback, you need to use the identical options proven on this article.

Answer 1. Use Google Search Console (free instrument)

Google Search Console (GSC) is a free instrument from Google designed to watch and troubleshoot your web site’s look within the search outcomes. On prime of unveiling natural queries that led to your web site, you need to use GSC to search out and repair technical errors, submit sitemaps, see backlinks, and extra.

To see your natural key phrases knowledge, you must arrange the instrument. You’ll be able to discover ways to do that in our information to organising GSC.

Now, let’s see what sort of knowledge you’ll discover in GSC. We’ll begin with the principle purpose why you’d wish to use GSC: You’ll be able to see your natural key phrases within the Efficiency report, which you’ll discover right here:

"Performance" tab to access Performance report

As soon as your knowledge turns into accessible, you will notice your key phrases within the Queries tab positioned within the backside panel:

List of queries under Queries tab

Right here’s what this knowledge means:

  • High queries confer with Google Search queries (i.e., key phrases) that generated impressions of your web site. This implies each time your web site’s URL reveals up in Google’s search outcomes (this may be net search, picture search, video search, or Google Information), the key phrase that brought about that impression will likely be reported right here.
  • Clicks are the variety of clicks coming to your web site’s URL from natural search outcomes. Notice this excludes paid Google Adverts search outcomes. Any click on that takes the person outdoors of the search outcomes is taken into account a click on. And when somebody clicks a hyperlink to a web page, returns to the SERP (search engine outcomes web page), after which clicks on that web page once more, it counts solely as one click on.
  • Impressions are the variety of instances any URL out of your web site appeared within the search outcomes. Notice this doesn’t essentially indicate the searcher has seen your web site. This simply means it has been displayed.

It might take some time for Google to begin displaying your knowledge. However the excellent news is as soon as your knowledge is in, you’ll see as much as 16 months of retroactive knowledge.


Whereas GSC provides perception into the queries that led searchers to your web site, it doesn’t present the whole knowledge. The primary limitation is that Google doesn’t present very uncommon queries (carried out solely by a couple of customers; Google calls these “nameless queries”). Secondly, GSC will solely present you as much as 1,000 key phrases in its interface.

Different tabs within the Efficiency report will present you clicks and impressions for:

  • URLs of pages that had been entered coming from the SERPs.
  • International locations the place the search got here from.
  • The sort of machine on which the search was carried out.
  • Grouped knowledge for particular sorts or options of search outcomes (Search Look tab). This knowledge is reserved for search outcomes aside from typical blue hyperlinks, resembling recipe galleries, assessment snippets, movies, how-to outcomes, and extra.
  • Dates (proven in Pacific Time Zone).

And so right here it’s. The primary answer to “not offered” key phrases is so simple as organising GSC and ready in your knowledge to return in. However earlier than we get into the second answer, let’s see what different issues Google provides within the Efficiency report.

Ranging from the highest, now we have the filters.

Filters in Performance report

They assist you to show solely knowledge that meets sure standards. By default, you’ll be able to filter by search sort and date. Moreover, the “Search sort” filter means that you can evaluate sources:

2 text fields to add in sources

You too can activate extra filters for a selected question, web page, nation, or machine.

Dropdown showing additional filters

Under the filters, you could have the overview panel with one other set of filters and a graph that dynamically shows the information set in filters and plotted towards time. These filters additionally have an effect on the information proven within the Key phrase report. So in case you tick the CTR filter, CTR knowledge will likely be proven subsequent to “Clicks” and “Impressions”:

CTR and Position data in a table

Since we’ve already touched on clicks and impressions, let’s see what CTR (click-through fee) and common place are about:

  • CTR is the share of natural impressions that end in a click on.
  • Common place is the common place of your website within the search outcomes based mostly on the positioning’s highest place each time it seems in a search.

It’s value noting that Common Analytics and Google Analytics 4 customers can combine GSC knowledge into Analytics to see all knowledge in a single instrument.

To combine your Google Common Analytics with GSC, be sure to arrange each providers for a similar property. Then entry your Google Analytics and:

  1. Select your property (i.e., web site you wish to see knowledge for).
  2. Go to the Admin panel.
  3. Within the Product Linking part, select All merchandise.
  4. Search for “Search Console” and click on Hyperlink Search Console.
  5. Observe the steps within the setup wizard to attach your GSC knowledge with Common Analytics knowledge.
Admin tab in GA sidebar

To combine your Google Analytics 4 with GSC, be sure to have arrange each providers for a similar property. Then entry your Google Analytics and:

  1. Select your property (i.e., web site you wish to see knowledge for).
  2. Go to the Admin panel.
  3. Within the Product Linking part, select Search Console Linking. In case you don’t see that possibility but, chances are you’ll want to attend a couple of days; that is as the combination function continues to be on the rollout.
  4. Within the Search Console linking panel, click on Hyperlink.
  5. Observe the steps within the setup wizard to attach your GSC knowledge with Google Analytics 4 knowledge.
Admin tab in GA sidebar

That’s it for unlocking your natural key phrases knowledge in Google Analytics with the assistance of Search Console—our first answer. However that’s not the tip of your choices for working with natural key phrases. This brings us to the second answer for “not offered.”

Answer 2. Use Ahrefs Webmaster Instruments (free instrument)

As already talked about, GSC has its limitations, with crucial being the 1,000-keyword restrict. If you must work round this restrict, you’ll be able to take into account an web optimization instrument like Ahrefs Webmaster Instruments (AWT).

It’s our free instrument that means that you can enhance your web site’s web optimization efficiency and get extra site visitors from search. AWT has 4 predominant benefits over GSC on the subject of natural key phrases. It reveals you:

  1. All identified key phrases. No 1000-keyword restrict right here.
  2. web optimization metrics for pages and key phrases.
  3. A depersonalized SERP snapshot with aggressive knowledge.
  4. SERP options for each key phrase.

Additionally, the information regarding your web site is out there ranging from the time our net crawler discovers and crawls your web site. Which means with Ahrefs Webmaster Instruments, you’ll be able to entry historic knowledge older than 16 months (which is Search Console’s restrict).

So let’s see how AWT works. When you set it up, click on on the “Natural key phrases” widget within the venture overview…

"Organic keywords" widget in AWT

… and you’ll be directed to the Natural key phrases report:

Organic keywords report results for Ahrefs' blog

By default, you’ll be offered with the next knowledge (from left to proper):

  • Key phrases that searchers used to search out your web site—your answer to the “not offered” drawback.
  • SF stands for SERP Options that seem in search outcomes for a key phrase.
  • Quantity reveals the variety of common month-to-month searches for a key phrase.
  • Key phrase Problem (KD) provides an estimate of how arduous it’s to rank within the prime 10 natural search outcomes for a key phrase on a 100-point scale.
  • Price Per Click on (CPC) reveals the common worth that advertisers pay for every advert click on in paid search outcomes for a key phrase.
  • Site visitors reveals an estimation of the month-to-month natural search site visitors that your goal will get from a given key phrase.
  • Change (subsequent to Site visitors) refers back to the change in site visitors between your chosen dates.
  • Place is the top-ranking place of your goal for a key phrase.
  • Change (subsequent to Place) refers back to the change in place between your chosen dates.
  • URL refers back to the URL that’s rating in search outcomes for a key phrase.

Subsequent to the URL knowledge are two nifty instruments that show aggressive knowledge about your key phrases. The primary one with the “line chart” icon reveals the place historical past of the URL or URLs rating for a key phrase:

Line chart showing position history

The second reveals you a depersonalized SERP overview for a key phrase. Additionally, it means that you can view historic SERPs for a key phrase.

SERP overview for keyword "affiliate marketing"

Above your key phrase knowledge, there are filters you need to use to show knowledge that meets sure standards, such because the nation the place the key phrase comes from, place in SERP, search quantity, or seek for a selected key phrase.

Filters in Organic keywords report

As seen within the above screenshots, there’s lots you are able to do with Ahrefs Webmaster Instruments. Right here, we’re solely displaying a fraction of the performance associated to natural key phrases. Within the video beneath, we undergo different options that may show you how to in web optimization and share find out how to arrange the instrument.         

So there you could have it—two totally different options to the “not offered” drawback. Each are free to make use of. So go forward and check out them each with none commitments. You’ll be able to even run them in parallel.

In actual fact, if you have already got GSC up and working, it’s simpler to arrange Ahrefs Webmaster Instruments, as you’ll be able to confirm your property in it utilizing GSC. On prime of that, you’ll be able to see the GSC knowledge overview proper in AWT.

Line chart showing key data, e.g., total clicks and impressions

One very last thing value figuring out about these options is that they show knowledge utilizing totally different sources. Google shows knowledge from its personal providers, and Ahrefs aggregates knowledge from a number of sources.

3 tips about find out how to use key phrase knowledge

Realizing which natural key phrases convey site visitors to your web site is nice. It’s because you need to use that information to enhance your web optimization and develop your natural site visitors. Listed below are three fast concepts to try this. Notice that we’ll be utilizing each GSC and Ahrefs Webmaster Instruments.

1. Optimize pages with underperforming key phrases

Underperforming key phrases are these key phrases the place you don’t rank in positions #1 or #2. The reason is most individuals click on one of many first two search outcomes. And in case you’re not a type of outcomes, you’ll miss out on lots of natural site visitors.

SERP overview showing Ahrefs' organic traffic is around 1.2K, lesser than top-ranking pages that get 3-4K

Rating #6 for a aggressive key phrase is absolutely good, however that place provides us lower than half of the natural site visitors that higher-ranking pages get.

To seek out your underperforming key phrases utilizing Ahrefs Webmaster Instruments, entry your Natural key phrases report by clicking on the “Natural key phrases” widget within the venture overview. As soon as within the report, set the nation you wish to see knowledge for. Additionally, set the Place filter to “3.”

Dropdown option to set Position filter

In a flash, you’ll get a listing of key phrases that rank in place #3 or decrease. These are the key phrases which are underperforming.

List of underperforming keywords

Now you’ll be able to flick thru that record to create a shortlist of pages for optimization. A very good apply is to make use of the SERP instrument to see who ranks above you within the SERPs. That method, you’ll be able to gauge the likelihood of outranking them. As an instance, there’s little probability for us to outperform Google for the key phrase “google key phrase planner.”

SERP overview for keyword "google keyword planner"

As for the optimization itself, listed here are a couple of concepts on what you’ll be able to do:

2. Optimize pages with low CTR however excessive key phrase rating

In case you keep in mind from the earlier sections, CTR is the share of natural impressions that end in a click on to your web site.

Usually, a web page with a excessive rating on the SERP ought to analogically have a excessive CTR. That is as folks are inclined to click on search outcomes with excessive rankings. And the upper the CTR, the upper the site visitors to your website.

However in some instances, pages rating excessive can have a decrease than common CTR. With the assistance of GSC, you’ll be able to rapidly discover these pages, analyze the reason for their efficiency, and see if there’s a method to enhance CTR.

To do that, go to the Efficiency report in GSC. Tick the Common CTR and the “Common place” filters. Then filter for key phrases with common rankings beneath 3.1. This fashion, you will notice pages that you simply already rank for within the prime three.

Position filter set to 3.1

Now kind the report by CTR in ascending order. Then search for key phrases with plenty of impressions however low CTR. Right here’s an instance of such a key phrase.

Keyword "diy seo" with around 7.2K impressions but CTR is 2.1%

As you’ll be able to in all probability guess, for place #3 within the SERP, the CTR right here must be method larger. That means, we’re by some means lacking out on lots of potential site visitors that might go to our article on DIY web optimization.

Within the case of this key phrase, the reason for low efficiency may be seen simply by analyzing the SERP. Our webpage, although rating excessive, is “buried” below adverts, a featured snippet, a video carousel, and a Individuals Additionally Ask field. These components of the SERP in all probability get probably the most consideration from searchers.

Google SERP showing many elements above Ahrefs' article

So a viable answer, on this case, is to attempt to optimize our article on DIY web optimization to win a featured snippet.

3. Discover simple key phrases to rank for 

As chances are you’ll know, a single web page can rank for a whole bunch of key phrases. (We even did a research on this topic.) A number of the key phrases may even trigger a web page to be ranked unintentionally. This implies Google can affiliate a webpage with a key phrase even in case you haven’t particularly focused the key phrase with a web page.

When that occurs, this can be a signal it is best to create new content material optimized for that “unintentional” key phrase. In that case, you would get extra site visitors than what you at the moment obtain. And the decrease the KD, the simpler it’s usually to create content material that can rank excessive.

You’ll be able to search for low-difficulty key phrases utilizing the KD metric in Ahrefs Webmaster Instruments. Simply open the Natural key phrases report and put one thing low like “20” within the KD filter. Then kind the outcomes by quantity to identify alternatives with the very best potential. Right here’s an instance from a weblog on net design:

Low-difficulty keyword "tinder ui" in Organic keywords report

As you’ll be able to see, the “tinder ui” key phrase has a excessive search quantity. But it surely doesn’t convey any site visitors to the web page that ranks for it due to the low place within the SERP. Nevertheless, creating new, devoted content material concentrating on that key phrase might assist the weblog rank larger and get extra natural site visitors.

Ultimate ideas  

On this article, we’ve seen two totally different options for incomplete key phrase reviews in Google Analytics (each Common Analytics and Google Analytics 4). Each Search Console and Ahrefs Webmaster Instruments will present perception into the natural key phrases that introduced folks to your web site and/or made your web site seem within the SERPs.

However if you wish to transcend simply figuring out what your natural key phrases are, I like to recommend maintaining each of these free instruments working in parallel. This fashion, you should have entry to extra knowledge and might spot extra alternatives for progress, as proven within the three web optimization ideas above.

And in case you’re critical about rising natural site visitors, instruments like GSC and AWT are merely must-haves.

Wish to be taught extra than simply the web optimization ways talked about right here? Head to our full information on web optimization.

Obtained questions? Ping me on Twitter.

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