Google brings “not provided” to Google AdWords

Google has announced that they no longer provide keyword data for paid clicks:

“Today, we are extending our efforts to keep search secure by removing the query from the referer on ad clicks originating from SSL searches on

Advertisers will continue to have access to useful data to optimize and improve their campaigns and landing pages. For example, you can access detailed information in the AdWords search terms report and the Google Webmaster Tools Search Queries report.

This change means that advertisers will see [not provided] in their Google Analytics reports or other analytics provider reports for paid search clicks. Google already stopped providing keyword data for organic searches over a year ago.

This new change means that Google forces advertisers to use the AdWords interface for statistics. It is no longer possible to verify the data with third party tools.

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Tom Cassy

Tom Cassy is the CEO of SEOprofiler. He blogs about search engine optimization and website marketing topics at “”.

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