Google Analytics is a great tool for webmasters, providing a variety of useful information on organic search and visitor behavior. However, since 2011, Google changed the way it provides organic search data in order to protect their users’ privacy. When a user is logged into a Google account (such as Gmail), their information is protected, so when they click on a Google search result, Google Analytics will show “(not provided)” instead of the search term the person used. Since then, digital marketing professionals have seen a huge gap in knowledge and a lot of “keywords (not provided)” data that they’re just not getting. This lack of knowledge has led digital marketers to find new ways to measure and research keyword data.