What does "Unknown Keywords (SSL)" mean under Organic Search in the Sources Report?

Last updated: February 26, 2016

  • In September 2013, Google made a change that encrypts the search results for most of its users.
  • Web analytics packages, like HubSpot, are no longer able to identify which keywords are generating organic search traffic from websites.
  • Visits originating from most Google searches will now be bucketed under "Unknown Keywords (SSL)" within the Sources Report.
unknown keywords ssl
  • The same applies for when visits are bucketed into the Paid Search (PPC) category. If the visit originates from Google's https address (such as from users logged into their Chrome browser or other Google apps) HubSpot is not provided the keyword and you will see "Unknown Keywords (SSL)" listed in the PPC category.