Not Provided Kit

Download the free ‘Not Provided’ kit.

Since October 2011, Google has gradually hidden away data about the keywords used by people to find your site.

The “Not Provided” Kit is a set of simple add-ons for Google Analytics (put together by me – @danbarker) to help you understand what’s happening now that data is absent. It won’t fix the problem, but it may bring other insight around ‘not provided’ visits.

Kit Contents:

  1. Your Current Percentage: A single-chart dashboard showing your current ‘not provided’ percentage (ie. how much open data remains).
  2. Full Dashboard: A full dashboard of trends for ‘not provided’, including graphs, metrics, and breakdowns by browser, device, etc.
  3. Detailed Report: A more detailed custom report showing full landing page info for not provided traffic.
  4. ‘Not Provided’ Segment: An advanced segment allowing you to see any Google Analytics reports for just‘not provided’ traffic.
  5. ‘Keyword Known’ Segment: An advanced segment showing any report only where Google organic keyword data was known.
  6. A ‘Not Google’ Segment: This ‘Non-Google’ organic search segment shows you data only where you dohave perfect keyword data from other search engines that you can act on.

» Install the Google Analytics ‘Not Provided’ Kit Now.

(Click the above link to add all/some of the 6 addons to any Google Analytics account)

Feel free to drop me a note on Twitter (@danbarker) with any questions, feedback, or requests for additions.


  1. ‘Not Provided Other Search Terms’ Segment: This only works if your account has ‘visitors segments’ enabled. If users visit your site via ‘Not Provided’, but have also visited the site at another time using known keywords, this shows those. Install this.
  2. Not Provided Other Channels’ Segment: again, this only works for accounts with ‘visitor segments’ enabled. This shows data where users have visited your site through other channels where they have also visited via ‘Not Provided’ at some point. Install this.

Even More Extras:

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