Recently, Google made a small but significant change in Google Analytics. Technically, it doesn’t alter the data itself, but it changes how prominently some of it is presented. Why would Google choose to do that?
Anyone who has opened Analytics lately might notice that the “Keywords” section, which used to have a prominent place in the navigation under “Acquisition,” no longer does. Previously, under “Acquisition,” users could select “Keywords,” then choose between paid and organic. Now, the available options are: All Traffic, Google Ads, Search Engine Optimization, Social, and Campaigns. You can still find organic search traffic under Acquisition > All Traffic > Channels > Organic Search—but why has something that used to be central now been pushed to the side?
If we’re allowed to speculate, originally Google may have highlighted search traffic in Analytics to emphasize how important Google was. They wanted to clearly demonstrate how much valuable traffic search engines—especially Google—could generate compared to other sources. But nowadays, nobody really doubts that Facebook, Twitter, or any other platform can match the customer-driving power of search engines. That might be why Google is letting another agenda take over: making Google Ads seem like the only viable way to drive traffic through search.
Of course, this is just speculation—and I’d like to invite you to join in. What do you think?
Magnus Bråth
CEO
Magnus is one of the world's most prominent search marketing specialists and primarily works with management and strategy at his agency Brath AB.