Perhaps my boldest prediction for 2013 is that Google will likely be forced to take action over (not provided) and whether or not they opt to pass keyword referrer data from SSL search. My view is that with the percentage of users searching via SSL by default growing consistently (through default adoption by browsers, operating systems, etc.) they will find themselves in a situation whereby either their Premium Analytics product is no longer viable or they will be forced to pass keyword data for organic search referrers the same way they still do for paid.
There are a number of options for how they could address this problem. Below I have outlined the most probable approaches they could take and any risks they may have to take in so doing. With all the buzz going around twitter about the fact that Chrome will be switching to SSL search by default it seemed like a good time to share these thoughts. (more…)