Kissmetrics Blog

A blog about analytics, marketing and testing

Built to optimize growth. Track, analyze and engage to get more customers.

How to Get Your Keyword Data from Google Analytics – (Part 1: Queries Report)

In today’s video we go over how you can get your precious keyword data from Google Analytics. This video is the first in a two part series, so be sure to subscribe to our YouTube Channel to get notified about the next video release.

Additional Resources

Video Transcription

Bryan Harris: Hi. I’m Bryan with Kissmetrics and I’m here to help you get the most out of your Goggle Analytics account.

Today we’re talking about the dreaded Google message, “keyword not provided.”


Bryan: From the dawn of time, Google has provided you the exact keyword queries people have used to find your site. So, anybody that goes to Google, types in a keyword combination and winds up at your website, Google has told you the keywords they’ve used to find that. And that’s highly valuable information because you can use those keyword combinations to optimize your site around to get even more people to your site.

Well recently, they stopped doing that, and this was a big hit to a lot of people. But today, I’m going to show you three reports that Google has started including inside of their analytics dashboard, that can help you get around this, to identify what keywords people are using to find you, and to optimize your site around those keywords. So, let’s get going.


Bryan: Before we jump into these reports, you first need to link your Google Analytics account to your webmaster tools account. Doing this is fairly simple.

Just log into your Analytics account, choose the profile you wish to analyze. Now from the side bar, navigate to Acquisitions, and then Search Engine Optimization.

Update: this has moved to Acquisition > Search Console > Queries.

From here choose Queries. This will prompt you with a screen that looks something like this. Click the Set Up Webmasters Tools button.

Now scroll to the bottom to the Webmaster Tools Setting section and choose Edit link, which is kind of hidden down there. This will allow you to then choose which Webmaster Tools account to link to the particular Google Analytic profile. Choose save and you’re all set.

Now back in your reporting dashboard, you have access to all three of the new reports: the Queries report, the Landing Page report, and the Geographical Summary report.

We’re going to focus specifically in this video on the Queries report. The Queries report shows you the keywords that people are using to find your sight. It’ll show you which ones you’re ranking for, how many impressions you’re getting, your average click thru rate, and where they rank in Google.

In this example, you can see the keywords listed on the left side. The report is defaultly sorted by impressions, so the keywords with the most impressions will show at the top. To change to another sorting parameter, just click the header and it will change.

One thing to note is that the data in this report is delayed by up to 48 hours. So if you’re working on a brand new site, or if you’re trying to see very recent data, it won’t show up for up to two days.

OK so the report is cool and all, but how do you use it to improve the traffic to your website? The quickest way to do that is to increase your Click Through Rate. And your Click Through Rate is dependent on two main factors. Number one is your ranking in Google. If your top five keyword search terms rank on the 54th page of Google in the search results, you’re probably not going to get a lot of click throughs.

The second main factor is the Copy. What is the title, and what is the description that Google shows on people’s search for you?

A well written copy can convert really well.

If it’s relevant to what they searched for they’re more likely to click on it. If it’s completely irrelevant, and it’s poorly written, then they’re probably not going to. If your click through rates are between 20 and 40 percent, you’re doing a great job. If they’re under seven percent, then you need to re visit these two things and improve them to increase your click through rate.

And that is how you get around the dreaded “keyword not provided.”

Use the Queries report to identify what keywords people are using to find your site, and optimize around that.
Step one is to sync your Webmaster Tools account to your Google Analytics profile. Step two is to load your Queries report, and analyze it. And step three is to optimize your placement and copy to increase your click-through rates.

In the next video we’re going to bring in the other two reports; your Landing Page optimization, and your geographical summary report. And we’re going to link those back to this query report and show you how you can combine all three of those to increase your traffic even further and to gain more sales.

So, until next time, happy analyticking.


  1. Beyond this approach,typically tell my clients to run Google ad words even when they have no intention of using it long term. The impression data shows actual results. The Google keyword planner is often horrifically inaccurate in comparison.

  2. Why not mention that the query data from Webmaster tools is sampled?

  3. Great Tips, clearly given. Thank you!

  4. Nice tutorial but I prefer Google Ad word and Bing tool to do more research along some of other tools,


  5. Handy stuff, thank you. I was looking at Google Analytics yesterday at some of the new features regarding Social Media. They work a treat, I can see what my guest posts are up to properly. I do sometimes wonder if it’s accurate, though, there must be errors quite regularly. Still, a vital tool.

  6. Hurray! Thank you so much for posting this How-To guide, and for the explanation of ideal CTR.

  7. When was this published, because your explanation didn’t return what you’re displaying? Where am I suppose to now see the Queary, Landing Page and Geographical Summary Reports, because I can’t find any of them.

    Thanks for your time,

    • All of them are under the “Acquisition”–> “Search Engine Optimization” tab on the left of your analytics reporting view

  8. Thank you for the great video!
    Google Analytics has changed, I can no longer find the organic keywords? They used to be under the Acquisition tab, but now they are hidden somewhere. Thank you in advance for any assistance!

  9. I LOVE this guy! Finally someone speaking clearly on analytics!

  10. Carly Klineberg Apr 07, 2016 at 5:00 am

    Hey – has web master tools now changed to something else as not seeing this on screen as shown in the video? Are there some updates? Thanks!

  11. Ralf Longwitz Aug 31, 2016 at 3:22 am

    Currently I find Queries under Acquisition > Search Console

  12. Elizabeth Johnson Sep 15, 2016 at 3:18 am

    I found Queries under Acquisition > Search Console but then returned zero as data, really frustrating, not sure what to do.

  13. Can anyone update me if this technique still applies in any other manner? I went to Queries and there is no possibility of switching ON the Webmaster Links.

  14. Oh, thank god. Someone that knows where it has been moved to!

    “Acquisition > Search Console > Queries” for anyone else wondering.

    I cannot believe this has taken me 20 minutes to find. Everywhere lists old, dated information! It’s terrible. Thank you very much KM team for saving me!

    The only problem now, is the fact that I have to link Search Console with it. Hmm.

  15. I’m not seeing “Click the Set Up Webmasters Tools button.” The button is: “Set Up Search Console data sharing”

    i set things as best I could, though none of it seemed related to what you were talking about linking with Webmaster Tools.

    Not sure if I’ve accomplished anything.

    • Sorry, but we do not provide Google Analytics support. I would recommend consulting with a certified partner or asking on a forum dedicated to Google Analytics discussion.

Comments are closed.

← Previous ArticleNext Article →