We've all seen it, lurking in our Analytics reports, nearly always at the top, sucking a huge chunk of data into a black hole of uncertainty and uselessness.
Not provided was predicted as having a single-digit impact on sites. In my research, I've found it to have upwards of a 40% impact, especially on smaller traffic sites.
In conversations with clients, and looking at my own sites, I knew the numbers had to be better – but what do you tell a client when chunks of data, in some cases over 30%, are attributed to (not provided) instead of the keywords you've given time, attention and te [...]
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