This article was published more than a year ago, there may have been developments.
Please take this into account.

Google Analytics is a powerful tool available to us free of charge thanks to Google. It offers a myriad of possibilities from the possibility of monitor access, to the frequency control with which a visitor returns to the site, the Click sections, the click less and also keywords that after the route to the site search.

Since Google has implemented SSL on users logged in, however,, appeared voice “(not provided)” in my statistics. At the beginning it was a very small percentage that I have not given due weight, after several years of operation, however,, I find the voice “not provided” to the 64,52%, now third among all research.

In practice, I can read the keywords entered only by users who are not logged in Google (that have not open gmail, or who have not yet logged). All user connections to any of Google services are logged SSL connections, and Google has decided to not to share more key words such users (they say to ensure privacy). It is not clear why we should prefer the privacy of users Google to privacy of the rest of the world, but this is my personal reflection.

We can assume that in the future paying users (adwords or other services) will have access to the statistics, net of “not provided”? We can? We can.

And after this we come to the crux glosses Article. Perhaps not everyone knows that the key “not provided” can be somehow translated. At the end of this short tutorial we will continue to not know the keywords that brought users to our website, but at least it will be divided by landing page. All the work is to set a filter intelligently.

Let's go over “Management” – “Profiles” – “Filters” and click on “New Filter“.

We call the new filter “NP Rewrite“, because it will rewrite the results “not provided”. The trick is simple and quick to implement. The logical reasoning is: for each visit “not provided”, transcribe the destination URL in place of “not provided”. In this way we will continue to not know the search terms, but we will the landing page and then we will have a rough idea of ​​the potential searched terms.

Click on the radio button “Custom Filter” – “Advanced” and insert the values ​​in the fields in the figure.

End of the campaign(.not provided.)
URL of the request(.*)
End of the campaignnp – $B1

Sure, is not a solution to the problem, we can not assume that visitors have come to the page to malice or accident, but it's still better than a bland “not provided”.

Unfortunately I am one of those that “not provided” have it in pole position among their own research, but it is destined to disappear in favor of the voice “np – /url / to / page“. The following figure is still present because I configured the filter 4 March, since “not provided” is no longer among the entries.

From 4 March are no longer recorded voices “not provided”


I keep this blog as a hobby by 2009. I am passionate about graphic, technology, software Open Source. Among my articles will be easy to find music, and some personal thoughts, but I prefer the direct line of the blog mainly to technology. For more information contact me.


federicoferro · 14 October 2014 at 9:03 AM

Very useful. Thanks!

Fabio Gangemi · 3 September 2014 at 9:02 PM


Thanks for the useful article…
Ps I have tried to contact you via the contact form on the site, but when I sent by mistake…

    Giovanni Mauri · 25 September 2014 at 3:17 PM

    Hello Fabio, thank you for comment.
    What kind of error returns the contact form? I've just tested and seems to work.

Bob · 22 January 2014 at 1:31 PM

Very clear and useful. Thanks

Edward · 16 November 2013 at 4:08 PM

Thanks for the explanation! Now I understand why for some’ not provided the results of months have become so frequent. A dust’ mi spiace, because the “studio” of keywords I found it interesting.

GiuseppeTr · 8 October 2013 at 9:47 PM

very helpful, thanks

Forty Zone · 7 May 2013 at 4:16 PM

Grazie TheJoe! Very useful

ConsigliUtili · 10 March 2013 at 10:30 AM

Thanks for the tutorial. A great example of using advanced filters Analytics.

Stefania · 5 March 2013 at 12:26 PM

Thanks! useful! I also like Luke are new and I was wondering what you can do and the reasons for “not set”! Thanks!!!

    TheJoe · 5 March 2013 at 2:09 PM

    Hello Stefania, and thanks for your visit and comment.
    I try to answer within the limits of my few skills in this domain to your question and Luke. The stop as i “not set” are referred to the traffic adwords. Find an explanation of the phenomenon to this page: . Google suggests that you review the adwords campaign and some advice about. Take a look at page, There will certainly be useful.
    Unfortunately,, not having an active campaign adword, I do not have the chance to experience.

    Let me know how it went (se è andata.. eheh).

Francesco · 5 March 2013 at 9:45 AM

Excellent post, clear and precise, hello

Rellow · 28 January 2013 at 11:48 AM


Luca · 19 January 2013 at 7:13 PM

It works perfectly!!!
As should be instead the filter to obtain the “Page of Destination” of “Not Set”?

Made in wine · 16 January 2013 at 4:09 PM

Thanks 1000!!!! This article has opened my eyes!!!!
Also in my opinion, however, the issue is a hoax crazy “non provided”, tend to become increasingly difficult to understand what are the words that bring traffic to the site…

Elisa · 20 November 2012 at 12:27 PM

Thank you so much for the article, very clear and above all very useful! 🙂

silvia · 24 October 2012 at 5:32 PM

Thank you for this guide has been very useful.
I've set this morning and watching in real time the users accessing the site I was able to appreciate the changes of the filter, however, always in real time I vsito are still reported the not provided.. May eat? =(
a powder’ works a little’ not?

Gianni · 2 August 2012 at 9:40 AM

Excellent article, not provided that began to be too high in the list of keywords and did not understand what it was…

Michele Papaleo · 4 April 2012 at 7:12 PM

Excellent guide! Let's just hope it is not true that Google, hereafter, offer her services for a fee!

Gianfranco · 26 March 2012 at 8:19 PM

Thank you and congratulations again.

TheJoe · 26 March 2012 at 7:18 AM

Hello Gianfranco, and thanks for the comment.
Clicking on the image will open in a lightbox 100% size. In any case, I integrated the article with a multiplication table.

Gianfranco · 25 March 2012 at 9:49 PM

Excellent article. Unfortunately I can not read what's written in the second and third field. Can you help? Thanks.

TheJoe · 25 March 2012 at 11:03 AM

Imagine, I'm glad to signing helped.. and congratulations for your blog!

Ilaria · 24 March 2012 at 7:51 PM

Thanks, I finally I will have a better idea of ​​what “works” and what does not. 🙂

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