B2B content marketers are charged with getting more qualified prospects to consume their helpful content and moving them down their automated sales funnel. You can tell when the right people are finding your content, such as your blog, by looking at the conversion rates on your top-of-the-funnel offers. Assuming you have built strong calls-to-action into your blog articles, which lead to contextually aligned pieces of premium content, you will see your traffic and conversions moving up and to the right. As you examine the conversion rates for organic search—search engine traffic that actually converts to leads—you will always be confronted with the fact that about 40 percent of your organic traffic has hidden source data or SSL traffic, meaning that you do not know what search term that person used to find your content (See screenshot below). Yes, you know these people are arriving via a search engine, but Google will not release information on what terms they were searching for to find your content. So, how does Google decide what source data gets hidden from you in analytics? Anyone that is signed into Google will have hidden source data, which means that this mystery segment will continue to grow with every new Google application. This is quite scary, right?