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.


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Explanation: You would see ‘unknown’ or ‘Unknown SSL’ appear in your Organic search traffic in the sources report in HubSpot primarily because the search engine is encrypting the user data, which is common on Google and other search engines. When users conduct searches while logged into their Google accounts, their search queries are encrypted for privacy reasons, resulting in the referral source being reported as ‘unknown’ or ‘Unknown SSL’ in analytics platforms like HubSpot. This encryption prevents HubSpot from accessing the specific search terms used by these users, leading to the categorization of their traffic as unknown in the sources report. Understanding this phenomenon is crucial for accurately interpreting organic search traffic data and ensuring that your marketing strategies are informed by reliable insights. Therefore, recognizing the impact of encrypted search data on organic search traffic reporting in HubSpot is essential for maintaining data integrity and making informed decisions based on your analytics.

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