Not Provided Count Hits Over 96% Since Google's HSTS Switch


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Earlier this month, Google went HSTS with, which means it is hard to get to a non-HTTPS version of Google search. Truth is, I am not sure if the migration is complete, but looking at the not provided count now versus a year ago, it has jumped 5 points across virtually all the properties I've checked that have significant traffic.

Most properties had a 92% or 93% not provided count a year ago when you looked at just Google search keywords in Google Analytics. Now, I see between 96.25% and 98.25% of the keyword data being reported as not provided. I assume it will hit 100% when HSTS is fully live?

Of course, you can get some of this data in the Google Search Analytics report, which is also built into Google Analytics but the data is not as pure as you'd like from the referral.

John Mueller of Google said this on Twitter.

What is your not provided count for Google traffic?

Forum discussion at Twitter.

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