What is ‘not provided’ data in Keyword Reports?

[smithmary01]

What is ‘not provided’ data in Keyword Reports?

[smartscraper]

Not Provided" means that Google is choosing not to show you what the keywords were. Often you'll see one of the top keywords in the Google Analytics integration listed as "Not Provided".

[AbbyDenver]

Google obscures a lot of the data it provides in GSC. If it gives you too much search data, you will know too much about how to focus ad campaigns and spend less money blindly.