Why would you see “unknown” or “Unknown SSL” appear in your Organic search traffic in the sources report in HubSpot?

The search engine is encrypting the user data. This is common on Google.

The UTM parameters cannot be parsed by HubSpot analytics.

A contact submitted a HubSpot form on a page without the HubSpot tracking code.

You have not set up your Sources report with your HubSpot account manager yet.


Choose an option to see if it’s correct. Check the explanation below.

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Explanation: Why would you see “unknown” or “Unknown SSL” appear in your Organic search traffic in the sources report in HubSpot?


Explanation: The correct answer is **The search engine is encrypting the user data. This is common on Google**. When "unknown" or "Unknown SSL" appears in the Organic search traffic section of the sources report in HubSpot, it indicates that the search engine (typically Google) is encrypting user data. This encryption, often referred to as Secure Sockets Layer (SSL) or Transport Layer Security (TLS), is implemented by search engines to protect users' privacy and data security by encrypting the information exchanged between the user's browser and the search engine's servers. As a result, HubSpot cannot access the specific search terms or keywords that led users to your website via organic search, and the traffic is categorized as "unknown" or "Unknown SSL." This phenomenon is common on Google, where the majority of search queries are now encrypted to enhance user privacy and security. While this encryption safeguards user data, it also limits the visibility of organic search keywords in analytics platforms like HubSpot. Therefore, when "unknown" or "Unknown SSL" appears in the Organic search traffic section of the sources report, it signifies that the search engine is encrypting user data, particularly on Google, and reflects the impact of privacy measures on organic search reporting in HubSpot.
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