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How to Get Google Keyword Referral Data Not Provided

Seems that the traffic referred by logged in Google users is far beyond the 10% Google initially predicted. Maybe it varies by brand, but it seems that no matter what there is useful data being limited in the analytics of sites. The issue for my clients becomes how they will track this variable using their own data warehouse, not just relying on Google Analytics. I am not sure how it is for you, but most of the enterprise level clients I’ve dealt with prefer to reply on their own internal tracking numbers for executive level reporting.

Certainly with mission critical elements missing, such as these keyword search queries referring traffic, it is our job as reliable consultants to advise them on how to account for this unknown. In my case however, the work I produce is judged on the type and number of keyword referrals sent to the site, so having this unknown variable creates quite a challenge. The good news is, I love a challenge.

So naturally it got me thinking; how can we begin to gather keyword level data that Google Analytics is no longer providing? Two very important next steps come to mind:

1) How to capture more names/emails from this segment of traffic coming onto the site

2) Using social-graph information to learn more about these users, since they are logged in, perhaps to Google+

It seems the most logical next step is to gather more email sign-ups to a newsletter or promotional. No matter what your brand, from e-commerce to magazine publisher, everyone should have a streamlined method of collecting Newsletter sign-ups. This is useful to gather relevant email addresses, and must be integrated into site wide templates, so no matter what page the user click into, there is a “Sign-up now” call-to-action. Those who sign-up using Gmail can be segmented into a special group to be re-targeted with a “Join us on Google+” email later on. Once you have integrated a streamlined look and feel for this sign up functionality into every template, it is time to begin the heavy lifting.

Kick off your Facebook OpenGraph integration! There are some very good ways to approach this, especially when using Google Analytics as your primary source for data and reporting. I would certainly elaborate on some ideas for how to do this, but Mike @iPullRank does an excellent and eloquent job explaining the use of OpenGraph to collect keyword level demographics, which I think you will find very compelling to try with your brands. Please feel free to share any experience you have with the traffic referrals from Googles (not provided) parameter. Are you seeing greater than 10%?

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