Drilling into "other" with Data Studio

The presence of "other" in Google Analytics (GA) and Google Search Console (GSC) reports is quite frustrating as a substancial amount of data is hidden. However partial data can be found using Google Data Studio (GDS) connected to GSC data.

Others = hidden data in Google Analytics

The hidden queries under "other"

With the GSC connected to GA a few new reports become available, under "Acquisition | Queries" the query data provides insight in what users searched for on Google Search and where your content appeared in the search engine result page (SERP).

While very useful data is presented in the reports, the query string "other" can be found and it sometimes hides a very large amount of values which can be mined.

In the time frame being checked it amounted to more than 26% of the impression count meaning quite a significant amount of queries was not available in the report.

But there is hope, using Google Data Studio (GDS) some information can be pried from the bowel of the GSC data repository and with that some useful data can be reviewed.

High cardinality blues

other value caused by high cardinalityNot all query data is available since GSC, due to claims of high cardinality, dumps a large amount of queries into the "other" bucket. In this case just 232 unique query strings are reported and the rest with single occurrences get dumped.

Given that an amount of clicks actually occurs based on those queries, there is a need to understand a bit more on what content was visited despite the actual query remaining hidden.

Connecting to GSC data using GDS

query impressionsGDS comes with a GSC connector which makes loading data very easy, just connect to your GSC data using the connector and start pulling in data. Creating a report on queries with an impression count is done in under a minute.

As seen in the image "other" is not displayed as in GA, rather an empty space is all that is seen.

details from the other query bucketUsing a filter on query, i.e. selected to only see the impressions with a blank value, only the blank query item is left. Simply create a table using the landing page object and now you have a view of the landing pages associated to the queries.

Do note that the actual queries are not possible to retrieve as they do not seem to exist in the data source, but the associated landing pages are and that gives a positive return for the effort.

Having the landing page data sheds a lot of light on what the query was about, specially if you have a friendly URL for your pages.

Internal link:

Blank query obliteration

External link:

Explaining the Other in Google Analytics Search Console Reports
Google Data Studio