(not provided) is what Google Analytics showed in place of organic search keywords after Google moved searches to encrypted HTTPS, a change that began for signed-in users in 2011 and later covered nearly all Google searches. Since then, analytics tools cannot read the search query from the click. Query data for SEO comes from Google Search Console and other search engines' webmaster tools instead.
Why keywords disappeared
Before encrypted search, the referrer URL from Google contained the query, and analytics could record it. Once searches moved to HTTPS and Google stopped passing the query, that data was gone. Universal Analytics showed the resulting rows as (not provided). GA4 does not offer an organic keyword dimension at all, except through the linked Search Console reports.
Where query data comes from now
Search Console's Performance report shows queries, clicks, impressions, CTR and average position for Google Search. Linking Search Console to GA4 adds Search Console reports inside GA4. Bing Webmaster Tools offers similar data for Bing.
Search Console query data has its own gaps: very rare queries are anonymized and omitted for privacy, and the interface shows a limited number of rows. The API and bulk export provide more.
Connecting queries to outcomes
Because GA4 knows the landing page but not the query, the practical join is by page. Map queries to the pages they lead to in Search Console, then read those pages' engagement and key events in GA4's landing page report.
Example
Estimating which queries drive demos
Imagine Saltmeadow, a procurement SaaS, wants to know which searches lead to demo requests. GA4 shows demo requests by organic landing page; Search Console shows which queries send clicks to each of those pages. Together they give a defensible, page-level answer, with the caveat that the link from a specific query to a specific demo is inferred.
Common mistakes
Buying tools that claim to recover the exact keyword per visit
Without the query in the referrer, per-visit keyword data is estimated at best. Treat such claims with caution.
Expecting Search Console totals to match GA4
Clicks and sessions are counted differently and filtered differently. Compare trends, not totals.
Questions
GA4 has no organic keyword dimension, so you rarely see the label. The underlying limitation remains: analytics cannot read Google search queries from clicks.
