Now that Google is encrypting searches, destination sites are losing visibility into a greater portion of their traffic because they cannot see the referring keyword.

1. Augustine Fou- 1 -
Impact of Google
Encrypted Search
Dr. Augustine Fou
October 2013

2. Augustine Fou- 2 -
Client: 10k Uniques/mo
Source: Google Analytics July 26 to present
23%

3. Augustine Fou- 3 -
Client: 100k Uniques/mo
Source: Google Analytics July 26 to present
32%

4. Augustine Fou- 4 -
Client: 500k Uniques/mo
Source: Google Analytics July 26 to present
3%

5. Augustine Fou- 5 -
Impact of Encrypted Search
“Between 3% - 30% of traffic from keywords are
now marked (not provided) because Google is
encrypting searches, so referring keyword data is
no longer visible to the destination site. This is
expected to continue to grow. Site owners should
use other tools and also analyze their own site
search in more granular detail to make up for
these lost insights.”
-- Dr. Augustine Fou

6. Augustine Fou- 6 -
Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing
advertising across all channels. In light
of recent changes like Google encrypting
searches, I help them deploy additional
ways to gain insights about their users.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
@acfou
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